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News regarding sponsorship agreements in baseball, as well as promotions

LA Angels Commemorative Tee to Have 853 Players, Coaches and Managers Names PDF Print E-mail
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Written by Maury Brown   
Friday, 08 April 2011 07:56
Angels tee-shirt Angels tee-shirt

As giveaways go, the traditional tee-shirt still gets the most traction. But, for one that might have purchased select tees from say the Baseball Hall of Fame, getting the names of players on one can be an educational endeavor, especially for kids.

That’s why when the Angels celebrates the home opener of its 50th anniversary against the Toronto Blue Jays tonight, each fan will receive a commemorative T-shirt from Nitto, the high performance tire manufacturer. The front of the spiffy red shirts features the Angels’ official 50th Anniversary logo and will signify the start of a year-round celebration.

But what's certain to make this a collector's item for diehard Angels fans is the back of the shirt. That's because, in ever-so-fine print, it bears the names of all 853 Angels’ players, coaches and managers who have donned the uniform since the club’s founding in 1961.

As a bit of history, the Angels joined Major League Baseball as an expansion team in 1961 with entertainer Gene Autry as their owner. The team’s competitive history began with a 7-2 win against the Baltimore Orioles on April 11, 1961.  Ted Kluszewski, a veteran slugger, clubbed two home runs to lead the way.


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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LeBron James Partners With Red Sox Owners, Fenway Sports Management PDF Print E-mail
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Written by Maury Brown   
Wednesday, 06 April 2011 18:26
Fenway Sports Management
LeBron James

LeBron James has made it known that he’s a big New York Yankees fan, but today, he’s become a partner with the Yankees most hated rival, the ownership of the Boston Red Sox.

James and his LRMR Marketing & Branding have entered into a business partnership with Fenway Sports Management who has a portfolio of sports holdings that include the Boston Red Sox, the Liverpool Football Club of the English Premier League, New England Sports Network (NESN) and 50% of Roush Fenway Racing – all of which are owned by John Henry and Tom Werner. The partnership will see FSM in an exclusive partnership with LRMR to secure global marketing and sponsorship opportunities for LeBron James.

FSM will work with the two-time NBA MVP and his business partner Maverick Carter/LRMR on James’ future business, marketing, endorsement and philanthropic endeavors all over the globe.

As part of the agreement, James and Carter will acquire a minority ownership stake in Liverpool FC.

“I am thrilled to be working with John Henry and Tom Werner,” said LeBron James. “These guys, like me, have a passion for sports. You can see the drive and commitment they have for their teams. For me, this is about being in business with an organization that loves sports as much as I do.”

“We believe this will be a powerful collaboration between FSM and LRMR and LeBron.  There are very few athletes who can match his global reach, appeal and iconic status,” said Tom Werner.  “We are very excited that LeBron will be part of the Liverpool FC family.  LeBron and Liverpool each has a powerful presence internationally, with particular strength in Asia, but we feel the business opportunities for both working and being identified together in emerging international markets will result in unforeseen opportunities that neither would have been able to realize alone.”


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Jose Canseco Will Talk to you on the Phone for $50 a Minute PDF Print E-mail
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Written by Maury Brown   
Thursday, 31 March 2011 14:53
Jose Canseco
"Hi there. This is Jose Canseco. Please leave $50
at the beep."

Give to Jose Canceco. He’s had his 15 minutes, was an opportunist that actually spoke more of the truth than people thought about PED use in baseball, and has had controversy follow him along the way.

Case in point, his recent boxing debacle in which Jose sent his twin brother Ozzie to fill in for him in a celebrity boxing match. Problem was, Ozzie wasn’t saying he was Ozzie but rather tried to pull it off that he was Jose.

Oops.

But, this is Jose Canceco, so of course it wasn’t his fault. His answer? Promoter Damon Feldman knew of the bait and switch the whole time, and challenged Feldman to a lie detector test.

"There was absolutely no point and time that Feldmen wasn't aware that Ozzie was coming in to fight for me" said Jose.  "I have fought for Feldmen four times before and he knows exactly what I look like and who I am."

But, not content to speak through a PR firm or Twitter, where (gasp) people would get his side of the story for free, now Jose is letting you – yes, you the fan and media – talk directly on the phone.... for $50 a minute.

That’s right, Jose Canseco is charging media and fans alike to talk to him on the phone. You want 15 min? Great, shell out $750.

Canseco has partnered with MyFanLine.com, the service that racks up the ducets through direct calls to Jose.

“Stand up for the truth even though you have to fight an army,” said Jose on Twitter. He forgot to add, “As long as I’m making $50 a minute at it.”

The bigger question is... Will it be Jose or Ozzie that answers the phone?


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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JetBlue Extends Partnership as "Official Airline of the Boston Red Sox" PDF Print E-mail
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Written by Maury Brown   
Wednesday, 30 March 2011 07:32

JetBlue

This article is sponsored by BetUS: College Basketball Betting found at BetUS

Showing that the sponsorship market is beginning to thaw, a series of announcements heading into the 2011 are being made. With the Red Sox being one of MLB's most recognizable brands, this news should come as no surprise.

JetBlue Airways Corporation (Nasdaq: JBLU), Boston’s largest airline, announced yesterday that they have entered into a landmark eight-year extension as the Official Airline of the Boston Red Sox and the Official Airline of Fenway Park. Additionally, the airline will sponsor JetBlue Park, the new Spring Training ballpark for the Boston Red Sox in Lee County, Florida. Red Sox Executive Vice President and Chief Operating Officer Sam Kennedy and JetBlue’s Senior Vice President of Marketing and Commercial Strategy Marty St. George celebrated the announcement with JetBlue crewmembers at the JetBlue Airways Ticket Counter at the Southwest Florida International Airport. The ballpark and adjoining Player Development Complex are scheduled to open for the 2012 Spring Training season.

“From the outset, our relationship with JetBlue Airways has been a true partnership based on our shared commitment to the highest levels of customer service,” said Sam Kennedy, Red Sox Executive Vice President and Chief Operating Officer. “The foundation of our work together continues to be in Boston and Fenway Park, but we’re thrilled that with today’s announcement it now officially extends not only to our new Spring Training home in Lee County, Florida, but also to our work in the Dominican Republic. This is a great day for Red Sox Nation.”

“As the largest carrier in Boston, we are proud to be the official airline of the Red Sox, and especially proud to renew our partnership today,” said Mr. St. George.

The centerpiece of JetBlue’s partnership with the Red Sox in Lee County, FL, is the team’s new Spring Training ballpark, and at today’s event the airline announced it will make an annual contribution during the term of the agreement to the capital improvement fund already established by the Red Sox and Lee County to support ongoing maintenance and improvements to the facility. JetBlue also announced the creation of a new program that, beginning in 2012, will provide Spring Training game tickets to Lee County, FL non-profit groups.

As part of the extension, JetBlue also becomes a Fenway Park Preservation Partner, making it one of a select group of organizations that will play a key role in helping the Club celebrate the 100th anniversary of its Boston home next year. JetBlue will also continue as a sponsor of Lindos Suenos, the Red Sox’ youth volunteer exchange program in the Dominican Republic.

“Whether it’s taking part in the Fenway Park Centennial celebration in 2012 or volunteering side by side with Lindos Suenos, JetBlue is committed to being an involved member of the Boston Community,” said Mr. St. George.

Additional extension terms include JetBlue signage throughout Fenway Park, naming rights to the Red Sox Dominican Academy, continued sponsorship of the annual Spring Training “Truck Day” and preferred partner status of the Red Sox Destinations fan travel program.

The deal extends off JetBlue's and the Red Sox initial partnership in 2008


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Derek Jeter, Mariano Rivera Top Most Marketable MLB Players List PDF Print E-mail
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Written by Maury Brown   
Thursday, 24 March 2011 15:05
Derek Jeter
Derek Jeter is ranked as MLB's most
marketable player, according to Nielsen

We’re just one week away from the start of MLB’s 2011 season, and with it, gauging value across the league is being published. Whether it was the Forbes valuations, or who sold the most jerseys last year, baseball is seeing some robust numbers.

Today, The Nielsen Company published data showing who is the most marketable players in MLB. According to to Nielsen and E-Poll’s N-Score system,  two New York Yankees— Derek Jeter and Mariano Rivera—are ranked as the two most marketable players in baseball, ranking. The N-Score measures name and image awareness, appeal and personality attributes such as sincerity, approachability, experience and influence, both at the national and local levels. The Top 10 Most Marketable Players in Baseball ranks the endorsement potential of MLB’s current players, with Texas Ranger Josh Hamilton, Tampa Bay’s Evan Longoria and Yankee Alex Rodriquez also making the list. Minnesota’s Joe Mauer, 8th on the list nationally, hit it out of the park as the top-scoring local favorite.

As the rankings show, it’s not all about market size in determining marketability. While the top two, and three out of 10, hail from baseball’s biggest market and largest brand (New York Yankees), Evan Longoria (Rays and Tampa/St. Pete), Ichiro Suzuki (Seattle), and Albert Pujols (St. Louis), show that star power drives marketability over the market size.

N-Scores for the Top 10 Most Marketable Active Baseball Players

RANK

Player

Team

National
N-Score

Local
N-Score

1

Derek Jeter

New York Yankees

165

407

2

Mariano Rivera

New York Yankees

56

226

3

Josh Hamilton

Texas Ranger

40

232

4

Albert Pujols

St. Louis Cardinals

40

471

5

Evan Longoria

Tampa Bay Rays

39

131

6

Ichiro Suzuki

Seattle Mariners

37

454

7

Chipper Jones

Atlanta Braves

36

274

8

Joe Mauer

Minnesota Twins

36

620

9

Alex Rodriguez

New York Yankees

35

151

10

Roy Halladay

Philadelphia Phillies

34

336

Source: The Nielsen Company

As noted by Nielsen, advertisers are spending more than a billion dollars on endorsements each year so a player’s ability to be pitchmen for products is important, as well.

Derek Jeter is on a tremendous run, with each new endorsement raising his profile with consumers. With a score more than three times his nearest competitor, it’s no wonder he’s been the face for Nike, Gatorade, Fleet Bank, Ford, VISA and more,” said Stephen Master, VP, Nielsen Sports [1]. “While many of the players may not have national visibility, locally their brands resonate at a very strong level, with some having local N-Scores almost 10 times that of their national one.”

For all of baseball, including current and former players, commentators and owners, a few all-time greats lead the pack. Yogi Berra holds the top spot, with an N-Score of 257, followed by Willie Mays (236) and Cal Ripken, Jr. (228). One noteworthy surprise? Joe Torre beat out his former players—Jeter and Rodriguez—with a score of 207, making him baseball’s fourth most marketable personality.

Methodology
How are the rankings derived? According to Nielsen, using the combined research expertise of Nielsen and E-Poll Market Research, N-Score is an in-depth look at a sports figure’s overall endorsement potential, factoring in the attributes and demographic measures that align brands with endorsers. N-Score Local provides this information for athletes within their team’s local market as well as nationwide. Players are defined as Hall of Fame (receiving an N-Score of 200+), Superstar (100 to 199), MVP (50 to 99), All Star (30 to 49) and Starter (less than 30).


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Josh Hamilton Featured in New MLB Authentic Collection Batting Practice Jersey TV Ad PDF Print E-mail
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Written by Maury Brown   
Tuesday, 22 March 2011 14:11

Amazing what winning the AL MVP and going to the World Series will do for your endorsements resume.

Texas Rangers slugger Josh Hamilton is featured in the New MLB Authentic Collection Batting Practice Jersey television ads running nationally by Majestic Athletic and Major League Baseball Properties (MLBP).

The humorous ad, featuring Hamilton and an overmatched fan taking swings together in the batting cage, is the centerpiece of Majestic’s largest product launch ever. The ad will appear during game broadcasts on FOX, ESPN, TBS, MLB Network, regional sports networks, as well as additional programming on those and other networks.

See the ad below:


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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MLB, Victoria Secret Expand PINK Clothing line for 2011 PDF Print E-mail
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Written by Maury Brown   
Thursday, 17 March 2011 13:50

PINKAs recent as 10 years ago, the concept of women’s fan wear really consisted of wearing what the guys had – tee-shirts that were form-fitting, and if you want to call it an “accessory” a team cap.

But, in recent years, through the likes of Alyssa Milano’s Touch line, sports leagues have figured out that women are into sports, want to show their allegiance, and, oh yeah, look good in it.

So, when it was announced in May of last year that MLB was partnering with Victoria Secret on a new line of clothing called PINK, it shouldn’t be surprising that the interest was high (since last year, the story is one of the most trafficked on The Biz of Baseball).

PINK

Today, the women’s line with MLB Properties expanded further – nearly doubling the offerings from last year to 23 teams in 2011, and all 30 clubs represented by 2012. Products range from hoodies, tees, sweats, tanks, and more.

According to MLBP and Victoria Secret the Spring 2011 line launched throughout March will feature the AZ Diamondbacks, Baltimore Orioles, Cleveland Indians, Colorado Rockies, Detroit Tigers, Milwaukee Brewers, 2010 World Series Champion San Francisco Giants, Seattle Mariners, Tampa Bay Rays, Texas Rangers, and the Washington Nationals. Those teams are added to the Red Sox, Cubs, White Sox, Angels, Dodgers, Twins, Mets, Yankees, Phillies, Padres, and Cardinals that were introduced last year.

The co-branded products will be available in over 360 Victoria Secret stores, team stores for each team that are represented, and online at www.vspink.com and MLB.com

According to MLB, in the last two years alone, women’s apparel sales have more than doubled for the league.

Remember guys... Chicks dig the long ball.


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Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Under Armour Named "Official Performance Footwear" Supplier of MLB PDF Print E-mail
Sponsorships, Promotions
Written by Maury Brown   
Monday, 14 February 2011 15:28

MLB

Under Armour

Major League Baseball Properties and Under Armour, Inc. (NYSE:UA) announced today that the Baltimore-based athletic performance brand will become the official performance footwear supplier of Major League Baseball, effective for the upcoming 2011 season. The multi-year agreement gives Under Armour the worldwide rights to produce and distribute the official “silhouetted batter” MLB logo on its MLB Authentic Collection baseball cleats.

As part of this new licensing agreement, Under Armour will have the rights to include the MLB logo and MLB Club marks on the Brand’s in-store, digital, and print advertising for baseball footwear and will have a feature attraction at MLB All-Star FanFest beginning this summer in Phoenix and throughout the term of the contract.

“Under Armour brings a unique attitude and energy to everything they do, and we’re excited to officially welcome them into the MLB family,” said Howard Smith, Senior Vice President, Licensing, Major League Baseball. “Their commitment to performance is respected throughout the industry, and we have no doubt our players and fans will be excited about their baseball footwear.”

“We are excited to take our efforts in baseball to the next level, as this further demonstrates Under Armour’s commitment to aligning elite championship athletes with the most innovative performance footwear in the marketplace,” said Matt Mirchin, Senior Vice President, Sports Marketing, Under Armour. “This relationship provides an opportunity to outfit an increasing number of the game’s biggest stars, as well as the ability to showcase the Brand’s dedication to the sport of baseball.”

This deal is an expansion of Under Armour’s current activation within the sport of baseball. Some of the game’s top young talent, including World Series Champion and 2010 National League Rookie of the Year Buster Posey, Jonathon Papelbon, Ryan Zimmerman, Matt Wieters, Jose Reyes, and Nick Markakis, have been wearing the Brand’s signature performance apparel, footwear, and accessories both on- and off-the-field.

This upcoming season the Brand will unveil the latest in cleated footwear with the UA Heater and UA Natural cleats featuring Rotational Traction™ cleat configuration, a technology allowing for maximum acceleration and power.

Source: MLB Properties


Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Anheuser-Busch, MLB Announce Multi-Year Partnership, End Dispute PDF Print E-mail
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Sponsorships, Promotions
Written by Maury Brown   
Thursday, 30 December 2010 18:21

A-B

THIS IS BREAKING NEWS....

Anheuser-Busch and Major League Baseball today announced that the two sides have reached a multi-year sponsorship renewal ending a dispute between the longtime partners. A-B was suing MLB for what they had claimed was an attempt to jack-up the price on the longstanding sponsorship renewal, while MLB had claimed that in reaching a far more lucrative deal with the NFL it did not make MLB A-B’s number one sports property in the U.S. The deal with the NFL is reportedly worth $1.2 billion over six years.

The agreement was reached one day before the expiration of the current agreement between MLB and the brewing giant.

Both parties agreed to drop their pending litigation. Financial terms were not released regarding the sponsorship extension between A-B and MLB.

The agreement designates Budweiser as Official Beer Sponsor of Major League Baseball.

“Major League Baseball has always been a top priority for our Budweiser brand and is important to our plans,” said Mark Wright, vice president of media, sports and entertainment marketing, Anheuser-Busch, Inc.  “We value our long-term relationship with the league and are happy to have resolved this issue.  We look forward to continuing the successful relationship we’ve had with MLB for more than 30 years.”

“Anheuser-Busch has been a major supporter of Major League Baseball for decades, so we are all pleased that we were able to work through our differences to reach an agreement which will continue our relationship,” said Tim Brosnan, Major League Baseball Executive Vice President, Business.  “We have made significant progress with Anheuser-Busch and look forward to working together on planning for the 2011 season.”

Anheuser-Busch will continue to promote its Budweiser brand through Major League Baseball-themed promotions, in-store point-of-purchase displays, television and print advertisements, and on its products.  Budweiser is a sponsor of 26 of 30 Major League Baseball teams.


Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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Major League Baseball Partners with Mrs. Fields Cookies PDF Print E-mail
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Sponsorships, Promotions
Written by Maury Brown   
Thursday, 11 November 2010 15:40

Giants cookie tinWant to have your kid show his undying support for his favorite MLB team at the school lunch table? You a Giants fan that is looking to rub it in when you invite friends that are Dodger backers at the next Holiday party? Here's a sweet way to pull it off.

In its first-ever sports league licensing partnership, Mrs. Fields Famous Brands, LLC has joined Major League Baseball Properties by offering individually wrapped Mrs. Fields cookies outfitted with MLB Club logos as well as cookie tins decorated with MLB Club logos filled with Mrs. Fields cookies.

Cookie tins and logoed cookies are now available for the 2010 World Series Champions San Francisco Giants; each of the 2010 playoff teams, which include the Atlanta Braves, Cincinnati Reds, Minnesota Twins, New York Yankees, Philadelphia Phillies, Tampa Bay Rays and the Texas Rangers; as well as the Boston Red Sox, Chicago Cubs, and St. Louis Cardinals.

Texas Rangers cookiesFear not, Royals, Dodgers, or Pirates fans, a full 30 team roll-out is set for 2011 Opening Day.

In a cool bit of trivia, 40 years ago In the early 1970s, Debbi Fields, founder of Mrs. Fields, was a ball girl for the Oakland Athletics. No doubt, the MLB logoed cookies would be something Charlie Finley would have wish he'd dreamt up.
Both the MLB themed tins and cookies are available at www.mrsfields.com by clicking on the Major League Baseball banner.


Maury BrownMaury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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