New Firm Specializes in Marketing Sports During Tough Economy Past Owner of Sports Marketing Firm Launches Consultancy

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New sports and sponsorship consultancy is launched by 16-year industry veteran. The consultancy's expertise is to help clients up-date their strategy and make sports and sports sponsorship a primary ROI resource for advertisers and teams/events during these tough economic times.

With daily headlines full of sports sponsors' abandoning or trimming sponsorship commitments, the former owner / director of strategy of sports branding firm Active Imagination (Houston, Texas) recently began a sports and sponsorship consultancy with a different concept: stay in it, but update the strategy.

"The economy is requiring cutbacks in expenditures--that's undeniable," said The Captivate Group Owner Adam Nisenson. "But that doesn't always mean abandoning ship--in fact, it usually means taking a deeper look. I work with my clients, who are both sponsors and teams, to transform their sponsorships into revenue-enhancers, so that they're not a drain on the bottom line, but rather, an asset."

Nisenson's consulting strategy is rooted in storytelling. He maintains that if the sponsorship can more concretely tell the combined story of the sponsor's brand and the team--then the message more efficiently reaches the target audience, thus "captivating" the fan base. For this reason, Nisenson's new firm is called The Captivate Group.

"After running a full-service sports marketing firm for 16 years, this was the next step for me to use my experience, and to really make a difference for my clients during these new and challenging times in the sports industry," said Nisenson.

Nisenson leads The Captivate Group with a strong background in sports branding strategy and sponsorship activation. His expertise includes branding the Dew Action Sports Tour, strategy for Reliant Energy's sponsorship division; consulting on naming rights for Nashville's Sommet Center; and developing season marketing campaigns for the Houston Astros, Houston Texans and Seattle Seahawks, among others.

The Captivate Group is a sports and sponsorship marketing group that partners with its clients to help generate new revenue by deepening the fan connection through effective storytelling. Having the unique experience of working on the part of both team and sponsor, The Captivate Group brings a multi-faceted perspective into understanding clients' challenges.

The Captivate Group helps sponsors by uncovering branding opportunities and maximizing ROI during these tough economic times, and helps teams or events by revealing activation opportunities and developing market-driven campaigns.

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Adam Nisenson
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