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Eric Magnuson spent several years in sports marketing working with Visa and other clients before becoming executive director of the newly created Pac-10 Properties in Walnut Creek, Calif., last year. The venture with Fox Sports Net manages sponsorships and marketing efforts for the West Coast's biggest college conference. New sponsors include 7UP, Hertz and GTE; a bank and a gasoline convenience store chain will soon be added.

Age: 35.

Goal: Not unlike the Atlantic Coast Conference, to provide one-stop shopping for national or regional marketers seeking powerful tie-ins to concentrated regional and local audiences.

Edge: Timing. National marketers are looking for a simple, efficient local TV buy and college sports sponsorships are red hot.

Forecast: Conference marketing will be a key to future sponsorships. Watch for a flurry of partnerships between TV networks and conferences.

Tip: Tap into local passions. Hot buttons are team traditions, positive values like education, music and youth.

Challenge: Building consensus across their institution constituencies to complement institutions' goals and create new revenue streams.

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