Foreword
On a recent trip to Dubai, while clearing customs, I noticed a large advertising poster informing visitors that in 1991 there was only one high-rise building in the city, while today (only a brief 20-plus years later) there are nearly 1,000, a clear testament to the speed of evolution and development happening all around us every day. Comparatively, in 1990 I coauthored, with Robert Jackson, one of the early books to come out in our field (Special Events: Inside and Out), which featured a dedicated (cutting-edge at the time) section about how to research potential sponsors—before the advent of the Internet, along with a variety of well-intentioned guidance about sponsorship sales and service. Today, you hold in your hands the evolutionary ...
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