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David Sass worked in brand management at Lever Bros. and J. Walter Thompson Co. before entering the live entertainment field as a marketing executive with Radio City Music Hall and Mandalay Live!. Last year, he joined fast-growing SFX Entertainment's newly formed SFX Live division as president, with the mission of selling on-site and in-event sponsorships. One undisclosed deal is in the works. New York-based SFX says it's the leading operator of live event venues in the U.S.

Age: 45.

Goal: To consolidate sponsorship by offering marketers category exclusivity across a range of venues, leveraging live entertainment with integrated marketing.

Edge: Our ability to control many venues, creating a national sponsorship network of regional events.

Insight: People are increasingly hungry for the authenticity of live entertainment. It fills a need because every other kind of entertainment is predictable, pre-programmed or taped.

Trend: Grandparents, parents and kids all liking the same shows. Major concerts draw multigenerational crowds like never before.

Watch for: More venues, redevelopment of old venues. Driving the need is the

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