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 It was a pleasure and honor to moderate a Sports Marketing panel at Dine America hosted by QSR Magazine. We had a great team of panelists that included Tracy White, Senior Vice President, Sales and Marketing, and Chief Sales Officer for the Atlanta Hawks, Atlanta Thrashers and Philips Arena; John Kittredge, Fabri-Kal; and Bruce Skala, VP, Taco Mac.  Based on the lively discussion among panelists, I arrived at the following five take-away's:Right fit for the brandIt was very clear that finding sports that are the right fit for the brand is the first step.  Brands should not just go for what is available as this is an area where effectiveness is more important than the efficiency.  To identify fit, there are three areas a brand must look at:Fits the brand’s target audienceFits the brand’s personalityConnects with the brand’s target audienceSize of opportunity does not matterA common thought is that only...

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