Coup: Signing T.J. Maxx this month as title sponsor of USA Gymnastics' post-Olympics tour that may reach as many as 60 cities with U.S. Olympic team stars.
Insight: Many national governing bodies of Olympic sports fail to maximize sponsorship opportunities because they don't look at things from the marketer's perspective.
Opinion: Lesser-known Olympic sports offer high-mileage marketing and promotional opportunities for well under $1 million.
Tip: Be creative in pairing a brand with an event. In too many cases, there is not enough connection between the event and the target audience.
Peeve: When marketers rely too much on intermediaries to broker sponsorship deals. Do your own homework; seek second and third opinions.