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.