ON A ROLL: John Ivey

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John Ivey, 37, spent five years at John Hancock Mutual Life Insurance Co. as general director of Olympic programs before launching Global Strategies Group, a Boston-based marketing agency that focuses on sponsorship and property representation. Clients include USA Gymnastics, U.S. Canoe & Kayak, U.S. Ski & Snowboarding and a number of corporations.

Coup: Signing T.J. Maxx this month as title sponsor of USA Gymnastics' post-Olympics tour that may reach as many as 60 cities with U.S. Olympic team stars.

Insight: Many national governing bodies of Olympic sports fail to maximize sponsorship opportunities because they don't look at things from the marketer's perspective.

Opinion: Lesser-known Olympic sports offer high-mileage marketing and promotional opportunities for well under $1 million.

Tip: Be creative in pairing a brand with an event. In too many cases, there is not enough connection between the event and the target audience.

Peeve: When marketers rely too much on intermediaries to broker sponsorship deals. Do your own homework; seek second and third opinions.

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