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The passion and enthusiasm and the dollars involved in getting a new brand off the ground, or re-establishing a staid one, are so important in phase one of a launch. However in sports, like in an entertainment or a restauraunt or any other start up launch, tempering enthusiasm, living within budget, connecting to the community …

The question about every post-Olympics push is what opportunities are left to capitalize on when the world leaves the host country. While the Leverage Agency continues to sell the namin.rights for The Birds Nest and the Water Cube, marketers and local hosts look for the potential boon in tourism and historic significgtance in Beijing to …

As America becomes a football nation with college, high school and the NFL all on tap this weekend, the interest in finding ways to brand and activate on the high school level has never been higher.

For those looking to grow emerging sports and get product brand name brandwith, as well as get television coverage, one overlooked market is often the military.

We have made mention and cited examples over the last few months as to how Senator Obama has made some very smart moves accentuating his athletic background, which will help the casual sports fan, not usually a group that rushes to the polls, identify with him. It started with Scott Price of Sports Illustrated and …

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.