EVENTS & PROMOTIONS: ON A ROLL: SCOTT LANGE

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Scott Lange joined the New York Marathon in October 1991 and has helped build the annual road race into the biggest international sponsored race in the world. New international sponsors Arthur Andersen & Co., Cafe de Columbia, Chopard, Dannon Co., Kia Motors America and United Parcel Service plus Sprint PCS (U.S. only) joined dozens of returning sponsors for the Nov. 2 event.

Age: 47.

Title: Executive director-sales and marketing, New York Road Runners Club, New York.

Opinion: Good ideas don't have budget restraints.

Insight: Our race keeps growing although we're capped at 30,000 runners. We keep adding to events surrounding the event.

Tip: Think of your event as a brand. Go beyond a one-day event, turning it into a weeklong event or a series of events promoting it a year in advance.

Hot spot: Sponsors seeking international reach through a single event. Many events have untapped international sponsorship potential.

Forecast: Sports centering on extreme personal challenges, contemplation and achievement.

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