Adlink, the Los Angeles interconnect, announced the formation of Adlink
Sports Tuesday as a new sales-and-marketing division to offer sponsorship,
promotional and integrated marketing opportunities tied to the sports
programming available via its cable networks.
Adlink president Bob McCauley has tapped Neil Viserto to head the new unit as
Adlink Sports vice president. Previously, Viserto had been VP of broadcast and
marketing for the National Football League's Washington Redskins, including
management of Redskins Broadcast Network.
McCauley said Viserto's mission will be to "break the misconception that
[sports] advertising opportunities are mainly on broadcast television."
He pointed out that various basic-cable networks offer 18 regular-season NFL
games, 160 National Basketball Association games, the NBA All-Star game, 350
Major League Baseball games,170 National Hockey League games, playoffs and
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