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Former pro skier Michael Halstead was at sports marketing agency IMG for 13 years before launching his own operation in 1985. His 12-person shop runs several national cycling events and stages Olympic competitions.

Title: President, Sports & Co., Stamford, Conn.

Age: 50

Insight: The new Olympic Cup event in '97 is the antidote to traditional Olympic sponsor overkill.

Tips: Create events giving the public a taste of the pro course or experience. Use the drip-feed approach to sponsorship rather than the blitz.

Opinion: Baby boomers and Tiger Woods are rapidly redefining golf, with sponsorship changes to follow.

Would like to see: A mountain bike race in Central Park.

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