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The fantasy space of playing in real time with your favorite athlete has always been the epitome of both brand activation and fan interraction. Taking on Michael Jordan in hoops, Tiger Woods in golf or returning an Andre Agassi serve would draw interest from thousands of fans and get the sponsoring brands great exposure.

Almost every sports organization in the United States is playing the “going green” campaign to show community awareness, but this week the USTA has taken advantage of the world's largest stage for the sport…the US Open…to launch an immense series of iniatives within the organization and on the grounds of the world's largest sporting event. …

Tw.pieces popped up on opposite coasts Tuesday that demonstrated the divergent issues football is going through from a financial standpoint. On the east coast you have New York, where Rich Sandomir did an extensive piece today on the cost of building all the new venues in the area along with the costs being passed on …

The college offseason is always filled with the tasks of getting ready for what's next…recruiting, offseason conditioning, keeping tabs of players academically…there is rarely any downtime, especially for Division I schools. Add on top of that the added pressure of filling seats and driving dollars back to the athletic department to fund programs, and much …

One of the great elements of sport is its ability to join divergent backgrounds and put together some of the more unique pairings of those who play…and those who watch.

As brands scramble to vie for the attention, and dollar endorsements for the top athletes coming out of the Olympics, the folks at match.com came up with a great wa.to glean coverag.the old fashioned way…by going to the court of public opinion.

Although the distraction and attention is still largely on the Olympics, the US Open, which begins Monday and remains the world's largest sporting event, still has found ways to grow brand, pitch high level placements with partners and continue to build more buzz in new areas that the event did not touch on in previous …

Oriole Park at Camden Yards has been a baseball showplace and a landmark stadium for a baseball revival in the U.S. However in recent years the problems putting a competitive team on the field has seen attendance drop. Despite the on field issues, the emergence of the Nationals into the greater marketplace and the apathy …

As much as we have talked about crisis management and the need to be prepared for when the clouds roll in, being prepared to strike when the moment of victory comes is just as important. two cases in point from the Olympics…Octagon's prep work for Michael Phelps and USA Wrestling's advance work for now gold …

The nostalgic look back at the ’70's has brought any number of fads back, especially now in a digital environment. But can a “sport” which once was a prime time and Saturday morning syndication mainstay be on its way bac.? Probably not on the level that it once was, but according to a feature in …