Title: VP-group director, WCJ Sports
Tip: Success comes when the drama of sports and athletic experiences is translated into sports marketing programs. Make the athletes tangible.
Opinion: Baseball has lost fans and brand loyalty. It needs to come back to fans, especially kids. It's become inaccessible, corporate, remote.
Insight: Corporate sponsorship alone doesn't buy loyalty. Successful programs are multifaceted and original. Sports is a tough, cynical business.