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Former tennis pro Charlie Pasarell joined the hospitality industry in 1981 after retiring from competition, eventually rounding up $100 million to build California's Indian Wells Resort. Next he revived a dying tennis tournament, creating the Newsweek Champions Cup/State Farm Event Cup, one the world's top six tennis tournaments, which he owns and operates as CEO of PM Sports Management. The annual event begins next month.

Age: 53

Insight: Long-term relationships between sponsors and events are the best way to maximize the investments of both sides.

Tip: Magazine event marketing tie-ins sell more ad pages and open the door to new audiences, with unlimited options to customize and add value for advertisers.

Opinion: Tennis is underrated in the U.S. Consumers worldwide rate it second only to soccer, and it's No. 1 in Australia. The sport's prize money has doubled in the last few years and new tennis stadiums are under construction around the globe.

Watch for: Growing synergies between golf and tennis. The two sports will grow and build upon one another.

Challenge: The need to be creative 24 hours a day, all year long, to constantly refine advertisers' needs and deliver customized options for event marketing.

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