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Werner Scott founded Advantage Marketing Group in Irving, Texas, after several years in marketing at Xerox Corp. His 10-person shop represents NFL hero Emmitt Smith. NBC Sports, NFL Properties and J.C. Penney Co. are also clients.

Age: 39

Title: president, Advantage Marketing Group

Goal: Create long-term, fruitful relationships with key clients. Turn gladiators into Caesars.

Tip: Don't just do deals. Establish partnerships.

Opinion: Sports marketing remains a creative free enterprise zone. It offers big rewards for hard work.

Prediction: Expect more sports superstars in movies.

Insight: Baseball needs to re-bond with fans.

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