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Robert Hollander, 51, landed in the sports licensing industry "by accident" after many years at companies including IBM Corp. He directed the $1.5 billion licensing program for the 1996 Olympics in Atlanta, and then formed a joint venture with Championship Auto Racing Teams. In 18 months, Atlanta-based CART Licensed Products has scored 31 licensees including Microsoft Corp., Mattel and Sony Computer Entertainment.

Coup: Creating the first "one-stop shop" in the licensing industry for every team, driver and event within a major sport. Also, helping devise integrated, online and retail promotions for new CART-licensed properties in the toy, videogame and automotive channels.

Opinion: Events give life to sponsorships. But promotions are the tool to keep sponsorships alive in between events.

Tip: Allow one to three years to develop a fully integrated licensing program with multiple selling hooks. Most people underestimate the complexity and number of lawyers involved in any licensing deal.

Watch for: More auto racing promotions in new categories such as technology and telecommunications.

Warning: Licensed properties are selling so fast through the Internet, TV and catalogs that traditional retailers will lose important ground if they don't find new ways of promoting and displaying licensed merchandise.

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