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Mickey Markoff

For four years, Mickey Markoff flew high with the Budweiser Air & Water Show in Chicago. Now, he's in Fort Lauderdale, Fla., promoting the first Shell Air & Sea Show. His plan: put on a $2 million show-free to the public-without government money. Wooing sponsors will be key.

Age: 39

Title: President, MDM Group

Goal: Event sponsorships that enable corporations to justify their investments and fulfill their objectives.

Prediction: As corporations

Tip: Identify the corporate objective before signing onto any sponsorship.

Pet peeve: Event promoters who don't take the sponsor's objectives into consideration in planning.

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