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HEAVYWEIGHTS ARE FEATURED
AT UK SPORTS MARKETING ACADEMY

By Dan Adkins

 

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"We're pleased with our lineup, because we've got participants coming from all over the country, from as far west as Washington state to as far east as Baltimore."

-- Scott Kelley,
director, UK Sports Marketing Academy

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May 6, 2002 (Lexington, Ky.) -- An NBA vice president, a Coca-Cola sports sponsorship executive and other sports marketing professionals will be featured speakers at the 2002 University of Kentucky Sports Marketing Academy at the Gatton College of Business and Economics Monday through Thursday, May 6-9.

"We're pleased with our lineup, because we've got participants coming from all over the country, from as far west as Washington state to as far east as Baltimore. It's even attracting an international audience - one's coming from Canada," said Scott Kelley, director of the academy.

Last year, the academy was expanded to offer professional certification in a three-year intensive program.

The academy generally attracts sports marketing professionals, athletic directors and assistant athletic directors from companies, colleges and even high schools. They attend sessions focusing on how sports teams can market and license mascots and logos, and how companies can partner with sports teams to attract fans as customers.

Among the topics this year are sports sponsorships, led by George Schell, director of business affairs for the Coca-Cola Co.; building fan loyalty, led by Scott E. Becher, president of Sports and Sponsorship Inc. of Miami Beach; licensing, led by Pat Battle, president of Collegiate Licensing Co. of Atlanta; and sports promotion, led by Alfred White of the Asheville, N.C., Altitude NBA Developmental League team.


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