Imagine you've just been put in charge of the advertising and promotion of a major product and have inherited sports licenses for the brand. You're not quite sure how all these logos fit in your advertising and you're not quite sure what to do with them in your promotions. Yet you have this nagging feeling that there is a lot more you could be doing. If this is you, you're not alone. In the rush to get into sports marketing, many companies have purchased sports logos and team marks without ...

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