May 29, 2002
NACMA Selects 2001-02 Award Recipients
Cleveland, Ohio -- The Officers of the National Association of Collegiate Marketing Administrators (NACMA) have selected their award recipients for the 2001-02 year.
Recipients include Gatorade with the Corporate Achievement Award; Bi-Mart with the Sponsor of the Year Award; and Mark Hollis, associate athletics director for external relations at Michigan State University, with the NACMA/Host Communications Marketer of the Year Award.
The awards will be presented on Sunday, June 16 at the NACMA/ NAADD Awards Luncheon during NACMA's 11th Annual Workshop at the Wyndham Anatole Hotel in Dallas, Texas.
NACMA is the first organization of its kind to provide educational and networking opportunities, enhancement of acceptable operating standards and ethics, and establishment of the overall prestige and understanding of the profession of athletics marketing administrators.
NACMA is administered by NACDA, which is now in its 37th year. NACDA serves as the professional and educational association for more than 6,100 college athletics directors, associates, assistants and conference commissioners at more than 1,600 institutions throughout the United States, Mexico and Canada. Through its series of management seminars, clinics and workshops and publication of the bi-monthly magazine Athletics Administration, NACDA offers educational opportunities to its members. More than 1,200 athletics administrators annually attend the NACDA Convention. Additionally, NACDA operates the Sears Directors' Cup program, which honors the all-sports champion in each of the NCAA Divisions -- I, II, III -- and the NAIA, for a total of four trophies.
A brief biographical sketch of each of the award recipients follows:
NACMA Corporate Achievement Award
Gatorade Thirst Quencher was born on the collegiate football field at the University of Florida 35 years ago. Prior to 1967, it was common for athletes to suffer dehydration and heat exhaustion as a result of intense heat, humidity and activity. When the Gators came from behind in the second half to win the 1967 Orange Bowl, the opposing coach from Georgia Tech, Bobby Dodd, credited Gatorade for the victory. Today, Gatorade continues to be a familiar presence on the campuses of top colleges and universities around the world. Through the Gatorade Sports Science Institute (GSSI), established in 1988, the Gatorade Company has conducted and helped fund hundreds of published studies proving the benefits of Gatorade to athletes at all levels. Manufactured by Quaker Foods and Beverages, a division of PepsiCo, Gatorade® Thirst Quencher is one of the nation's leading sports drinks with $2 billion U.S. sales. Gatorade is the official sports drink of the NFL, NBA, WNBA, Major League Baseball, WUSA and numerous professional, collegiate and amateur teams.
Bi-Mart opened its first store in Yakima, Washington in 1955. It opened a second store in 1962 and in the late 1980s had close to 40 stores. Today, Bi-Mart, a membership discount shopping store, has more than 60 locations throughout the Pacific Northwest and a membership of more than one million families. The company employs 2,500 people and deals primarily in hard goods with photo, housewares, sporting goods, automotive, health and beauty, toys, clothing/shoes, beer/food/wine and pharmacy departments. It is growing 10 percent each year and continues to open new stores in the Pacific Northwest. Bi-Mart has served as a sponsor of the University of Oregon and Oregon State University athletics for 15 years. Their sponsorship includes broad-based support of all athletics programs and product donations for athletics promotions. Additionally, the company provides weekly sports advertisement inclusion in its ads and supports Oregon and Oregon State days at the county fair.
Hollis has been extensively involved in athletics marketing for 18 years, seven at Michigan State as the associate athletics director for external operations. He is accomplished in all phases of marketing, financial administration, television negotiations, fund raising, game operations, facility management, personnel policy, corporate interaction and public relations. At MSU, he has implemented marketing strategies that have resulted in the season-ticket allocations being sold out for football, men's basketball and hockey. He also created strategies that have resulted in a 118-percent increase in licensing revenue over the last three years. Hollis has developed and executed promotions that have resulted in increased publicity and revenue for the university; including enhanced postseason appearances by sports programs; the Cold War ice hockey game, the first collegiate ice hockey game held outdoors; and theme marketing concepts. He led projects for premium-seating opportunities that included a $500,000 revenue total for the Munn Ice Arena. He earned a bachelor's degree in communications from Michigan State in 1985 and a master's in business administration from the University of Colorado in 1992.
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