Word: sponsorship
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...mention sponsor's cash. Billboards for Barclaycard and Sony Ericsson, just two of the event's sponsors, lined the London venue. Keen to tap the sport's broad audience - pinstripe suits and polka-dot dresses figured among the sweat pants and sneakers in the crowd - Dan Mathieson, head of sponsorship at Barclaycard, even claimed "the fluidity and freedom of movement associated with free running mirror the key needs of Barclaycard customers." To fans of the free-spirited sport, that's a tough sell: Mathieson's presence on the stage at the end of competition drew loud jeers from the crowd...
...help keep his end of the bargain in four years, he is keeping a spreadsheet with contact information for all of the donors who did not send money anonymously. Among them is Chris Sperry, a sponsorship manager in Atlanta who put $5 in the mail for Stephenson even though the two of them have never exchanged a single word. Like other donors, Sperry says he wants Stephenson to have an easier time paying for school than he did. "It's a shame that you get saddled with [loans] right out the gate," Sperry says, recalling that during his own years...
...change." In cities like Kingston, in fact, seemingly everyone is wearing yellow, the color of Jamaica's athletic uniform, to work and draping the national flag on their cars, says Beckford. She hopes the wave of enthusiasm will prompt Jamaican businesses to invest more in sports sponsorship, especially the construction of more modern athletic facilities...
...National Terror Cricket is an 800-pound gorilla that has smothered all other sports in India ("Subcontinental Shift," June 30 - July 7). It hogs the media, sponges all the sponsorship, and makes idols of mediocre, inconsistent and narcissistic athletes. Even the sport's bandwagon followers manage to spend hours discussing endless inanities about the turn of a ball or the long hair of a wicketkeeper. If India produces any world-class contenders in, say, chess or shooting or racing, it is a tribute to their doggedness and talent that they flourish despite the specter of cricket looming above them like...
...failed, and that the West needs Syrian help for resolving some of the biggest problems in the Middle East. For its part, Syria wants to come even further out of the cold. While in Paris, President Assad told French television that in the event of direct talks under American sponsorship, there could be peace between Syria and Israel within two years. So on the Fourth of July 2010, will Bashar be celebrating Independence Day in Washington...