Notes
Chapter 1
1. Mark Anthony Green, “Meet Maverick Carter, the Man Behind LeBron’s Billion-Dollar Nike Deal,” GQ Style, May 17, 2016, https://www.gq.com/story/lebron-james-nike-deal-bilion-maverick-carter.
2. Starting in 2010, the Center for Talent Innovation has spearheaded an extremely important body of work on the value of sponsorship. The arc of the research to date is as follows: “The Sponsor Effect: Breaking Through the Glass Ceiling” (Harvard Business Review research report, 2010); “The Relationship You Need to Get Right” (Harvard Business Review article, 2011); “Sponsor Effect: UK” (Center for Talent Innovation report, 2012); “Sponsor Effect 2.0” (Center for Talent Innovation report, 2012); “Vaulting the Color Bar” (Center for Talent ...