Insight: Local and grassroots marketing is very powerful, and still untapped by many major marketers that perceive the execution as too complicated.
Hot: Major League Baseball. On its way back to the top, it's a great value and offers local opportunities.
Biggest shock: The power of cable TV wrestling. It's rich with creative, customized marketing options. Also, bass fishing. We used to laugh about it, but it's become a fast-growing sport taken seriously by sponsors like Wal-Mart Stores.
Watch for: Internet marketing rights to be sold separately from telecommunications sponsorships. Also, technology convergence will drive right fees up. Sponsors must embrace these realities early to reap benefits.
Prediction: The cross-ownership of media and teams will create conflicts. Owning a piece of a sport could become an obstacle to corporate sponsorship and