Title: president, Korff Enterprises, Mahwah, N.J.
Strategy: Own the event to give sponsors one-stop shopping. You can create anything sponsors want.
Insight: Incremental sales are big business to supermarkets, and supermarkets define local marketing.
Opinion: Sports alone is not enough entertainment.
Don't: Propose sponsorships with no way of measuring results. Supermarkets demand quantifiable programs.
Do: Overdo it. You can't overentertain spectators.