Steven Warshaw is a force of nature in the world of sports marketing and public relations. As director of team sports marketing at IMG, the general manager of four professional sports teams and now president and CEO of his own consulting firm, Universal Sports Marketing, Steven has worked with Hall of Fame athletes across sports (including Joe Montana, Wayne Gretzky and Martina Navratilova), created great buzz for sports teams in the United States and in Russia and brokered mutually beneficial promotional relationships between athletes and corporations both in the United States and abroad. I have had the pleasure of working with Steven for more than 20 years while I served as editor of different sports magazines. There is no one I know who better understands the business of sports marketing and promotion from top to bottom, is as well connected to the major players in the industry, and has as good a sense of humor about the ups and downs in what can be a very strange business.