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Gary Swain got his start in event management producing the "John McEnroe Tennis Over America" tour in 1981, and went on to help create and produce the long-running "Discover Stars on Ice" shows. As managing director of giant sports marketing agency IMG's Chicago office, he is now helping develop a new private 12,000-seat sports and entertainment arena near Chicago to be promoted by IMG.

Age: 41.

Prediction: TV networks, entertainment groups, sports management companies and even ad agencies will begin to own their own events. It's safer and provides more opportunities to shape the event around marketing goals.

Watch for: More events to be created purely to sell specific brands and products such as shoes and apparel. Events will be the integrated marketing sales engine of the future.

Tip: Maximize your creativity and media mileage by letting sponsors help plan your events.

Opinion: There is no sure thing when it comes to sponsoring athletes. In sports, it's sometimes much tougher to stay on top than to get to the top.

Untapped: Sports events attracting more women and families. Too many sports center on men alone.

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