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Since 1986, Jim Millman has helped Visa USA build a high-visibility marketing program around the Olympics; his agency's clients for sports-theme promotions now also include Coca-Cola Co. and Frito-Lay.

Age: 44

Title: Chairman, MillSport, Stamford, Conn.

Goal: Adding sales promotion to our expertise.

Challenge: Meeting clients' needs without becoming a bureaucracy.

Tip: Invest in publicity and marketing as well as the sponsorship itself.

Prediction: Real-time, live TV sporting events will soon soar in value.

Pet peeve: When clients most sponsorship dollars go directly into sports programs.

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