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James F. Curtis III

Published on .

James F. "Curt" Curtis III, 57, spent 16 years at sports marketing powerhouse IMG before launching the event marketing company MarComm Partners in New York in 1997, where he is chairman-CEO. The 15-person firm markets sponsorships for a variety of events including Walt Disney Co.'s theatrical properties.

Hottest project: Selling sponsorships for up to 700 fiberglass cows for CowParade New York 2000, modeled on Chicago's public-art cow project last year.

Trend: Growing interest in local sponsorships for minor-league teams. People want an old-fashioned experience, seeing real players, being part of the game. Marketers are realizing the power of targeting those audiences.

Forecast: The growing number of touring theatrical events will create new national marketing platforms for certain marketers looking for unique access to consumers. Live entertainment is a unique medium.

Bet on: Golf. It's one of the few sports where fans are also participants; fans are passionate and the events themselves offer unparalleled flexibility and customizing options.

Frustration: The lack of real integrated marketing around events. Most people are still just giving it lip service. Marketers need to rally their agencies.

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