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Sports & Sponsorship owner gets some winning publicity

By Jeffery D. Zbar
Sun-Sentinel

January 10, 2000

Scott Becher knows a good marketing opportunity when he sees one.

As president of Sports & Sponsorships, the Coral Gables-based sports marketing consultancy it is Becher's business to make his clients' names known throughout their markets. Clients include Sprint PCS, The Florida Marlins, Hershey and Gillette Co.

So when American Express Small Business Services called hoping to interview Becher for the inaugural "Card Member Profile" in its Ventures newsletter, it didn't take long for the executive to take them up on their offer, he said.

"We couldn't have agreed fast enough," recalled Becher, whose story went out to 100,000 platinum card holders, many of whom are executives with potential client corporations. "They like that our business is sports marketing, and that we work with companies who do high-profile projects nationally and locally."

In November, Becher also debuted a recurring sponsorship marketing column with FoxSPortsBiz. Becher's tale highlights the impact that positive publicity can have on a growing business. While he cannot trace any new business back to the exposure he has received, Becher is certain that the coverage has helped the 36-year old executive grow his business from $50,000 in revenues to $1.5 million in the three years since it started.

Even his projects help boost his brand awareness. The company's work last year with Sprint PCS attracted the American Express executives to his firm. Becher created and implemented the client's popular "Where's Garo" campaign. The effort included a series of "backwards pass" competitions at Sprint PCS stores throughout South Florida, recreating the infamous pass thrown by Dolphins kicker Garo Yepremian during Super Bowl VII.

Becher has only bolstered and added to his client list recently. Sports & Sponsorships has renewed its contract with Hershey, overseeing the company's NCAA college basketball programs. In the fall he began working with the new marketing team at the Florida Marlins. He is consulting on several new marketing programs designed to attract audiences, including more families, to the games.

"Sometimes people come up with great ideas, but they're impossible to execute," said Julio Rebull, Jr., the Marlins senior vice president of marketing, communications and sales. "He's helped us work our way through the clutter by creating programs that can work."