Title: founder and president, Sherry Group.
Opinion: Lots of event sponsors miss major publicity opportunities. Marketers should know better, but PR is still rarely maximized.
Edge: Creating publicity from the ground level up. We harness emerging and offbeat cable TV and magazine outlets, and pipelines to influential cultural groups, plus the obvious media channels.
Growth area: Individual sports like snowboarding and in-line skating and women's athletics. Think participation, not teams. Women now spend almost as much as men on sporting goods.
Tip: Think in terms of what the media need, not what you want.
Hot spot: Integrating sponsored events with live TV coverage, and combining