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Bob Horowitz has spent 20 years producing and finding sponsors for sports events from major skiing competitions to beach volleyball tournaments. The shop he founded now has 60 employees.

Age: 40

Title: president, GGP, Corte Madera, Calif.

Opinion: Snowboarding is undervalued, it's about to boom. Girls are rapidly joining in.

Hot sponsorship areas/categories: computer software, communications equipment, apparel companies.

Insight: Corporate hospitality is becoming a huge business of its own as corporations rely on value-added perks instead of cash. Approach it as a specialty, related to premiums and incentives.

Tip: Sponsors need an early start for co-sponsor tie-ins.

Peeve: Marketing departments are starved for resources.

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