Word: treat
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...Companies are actually a lot smarter about sponsoring things than they used to be, says Chadwick. Rather than treat a deal like a one-time transaction and stepping back as soon as a logo is sewn into a jersey, big firms - not to mention big clubs - are more likely to "carefully select a partner to build a strategic relationship with," he says. With more than half of Manchester United's estimated 75 million fans worldwide now based in Asia, the investment by AIG - keen to build their business in the region - made good business sense. When quizzed by a shareholder...
...thanks to the marvels of modern sports medicine, the Pats' superstar should be dissecting defenses again in 2009. Ever since surgeon Frank Jobe revolutionized baseball in the 1970s with the pioneering elbow-repair technique now known as Tommy John surgery, doctors have been developing innovative ways to treat sports injuries. From managing concussions (some 300,000 annually in the U.S.; football players and female athletes are at higher risk) to 'scoping shoulders and knees, modern physicians can restore athletes' abilities, resuscitate their careers--and even save their lives...
Real celebrities don't make themselves available to every Tom, Dick and Katie. They play hard to get. And they have hard-nosed handlers, like McCain campaign manager Rick Davis, who vowed that Palin would not do interviews until the media "treat her with some level of respect and deference...
...should make it openly clear that [it] cannot wait for Pakistan to [take decisive action] and will have to treat Pakistani territory as a combat zone if Pakistan does not act," wrote military scholar Anthony Cordesman of Washington's Center for Strategic and International Studies last month. "Pakistan cannot both claim sovereignty and allow hostile non-state actors to attack Afghanistan [and] U.S. and NATO/ISAF forces [there] from its soil...
...Some former military leaders have already admitted the need for a fundamental change. "You cannot treat the two sides of the border as two different war zones," says Jehanzeb Raja, a retired brigadier who served in the tribal areas. "The Pakistan Army's aversion to any Predator or missile strike into Pakistan territory to kill the Taliban is tactically defeatist in essence, and strategically flawed in concept," he recently wrote in a local newspaper. "The Pakistan Army not only lacks any worthwhile real-time surveillance capability to pursue multiple targets in these remote regions, it also lacks the means...