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Russ Alley arrived at Chase Manhattan Bank's special events unit in 1992; in '94, he was named head of the bank's new sports marketing department. Last week, Chase merged with Chemical Bank to become No. 1, consolidating sponsorship of dozens of sports events.

Age: 37

Title: VP-sports marketing, Chase Manhattan Bank

Goal: Building customer relationships through entertaining, compelling events.

Challenge: Overcoming consumer images of banks as cold-hearted.

Prediction: TV won't regain Tip: Be on your toes when talking to bankers about sponsorship value.

Pet peeve: Sponsorship proposals lacking specific costs and fees.

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