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Former agency executive Mike Goff joined Sprint in 1990 and two years later became point man for the company's corporate sponsorships. In '94, he oversaw the long-distance carrier's title sponsorship of the World Cup.

Age: 40

Title: Director of corporate sponsorships

Challenge: Justifying investments in properties; finding clear and consistent ways of measuring results.

Goal: Sponsor fewer events, getting maximum reach per event.

Prediction: Sporting event sponsorship is losing ground to general event sponsorship.

Tip: Don't spread yourself too thinly. Work toward creating long-term brand synergies with events.

Pet peeve: Wading through 100 poorly prepared proposals

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