Ice to the Eskimos

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In just three years as president of the hopeless New Jersey Nets, Spoelstra upped the sponsorship level from $400, 000 to $7 million and increased ticket sales by 300 percent. What everyone else had seen as a lost cause, Spoelstra saw as an outstanding opportunity to reawaken a tired product to achieve unprecedented profitability. This entertaining book makes the connection from sports to whatever the marketer's product may be. It is a must-read for anyone in a position with a product or service to sell.