Title: senior VP-global soccer, Reebok International, Stoughton, Mass.
Observation: Global marketers need to go beyond sponsorship of events to achieve total integrated marketing success. By owning the Reebok Cup, we control our brand's role in this event.
Insight: U.S. soccer is growing faster than any other sport, especially with women. High school and college soccer is primed to explode in the next five years.
Fact: Worldwide, there are about 15 to 20 global icon-level soccer clubs. The cost of sponsorship increases each year as the revenue from soccer apparel and marketing grows.
Forecast: A few major global soccer brands will ultimately squeeze out niche players. The price of entry is soaring too high to survive at lower levels. Consolidation of sports broadcasting is enhancing brand marketing opportunities.