Insight: Traditional ad agencies tend to overlook opportunities in sports marketing. Sports marketing should not be viewed as a separate discipline that takes dollars away from core brand advertising.
Observation: Many brand managers are missing big opportunities by not realizing how sports marketing can be tapped to promote non-sports brands.
Client growth categories: Banking, lingerie and food companies are ripe for more sports marketing dollars. Entertainment-including cable TV and films-marketing dollars are flowing to auto racing.
Tip: Auto racing's audience is growing faster than the NFL or the NBA.