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1. “Sponsors” and “advertisers” can be different. Sponsors tend to have extensive relationships with teams or leagues—they buy signage, frequently have a suite, and typically not only advertise to consumers during the events but also promote their close affiliation with the team or league via promotions and other marketing campaigns. Advertisers simply buy media time or otherwise purchase media packages (print, radio, online, tv, and so on). So, while virtually all sponsors are indeed advertisers, not all advertisers have more robust relationships beyond spending money on advertising and this distinction is intended throughout the book.
2. Bill Molzon, “Television’s Sports Heritage: The Early Days of Sports TV,” Ameri-