Fact: Business-to-business entertainment is hitting record highs. Some companies are planning to lavish $20,000 per person on key customers and prospects over 18 days during the 2002 Olympics in Salt Lake City.
Insight: Global business now involves wooing-and keeping-top customers with imaginative events, and sports remains the top draw.
Tip: Everything has to be perfect. Sought-after corporate guests expect the best seats at events; they want to sit next to a former professional player and attend private parties afterward with sports stars.
Challenge: More women climbing the executive ranks who are not interested in pure sports. Corporate entertainment is expanding to include premier film events, concerts and shows.
Trend: Off-prime-time events allowing corporate types to stage their own golf tournaments at top courses, play touch football at the Super Bowl site and basketball at Madison Square Garden.