"Next time you need a giveaway you can build a promotion around but don't have the budget to give away something of monumental value, consider looking inward."
"They like sports, but maybe don't love them. Maybe they do love sports, they just don't make it the center of their lives the way many of our P1s are known to do. All they want when they are in the car or at their desk is an escape."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."