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Larry has more than three decades of experience in sports and entertainment marketing and executive sports management. His experience includes collegiate and professional sports, event ownership and corporate sponsorship consulting. Larry advises the American Marketing Association (AMA), North America’s leading professional marketing association, on sponsorship/business development. He also has developed the overall sponsorship strategy for the National Restaurant Association Education Foundation (NRAEF).
At IEG, he has led projects for major corporate sponsors and properties including JVC, ING, BP Fuel, Castrol, Siggraph, Paralyzed Veterans of America, NCAA, Fuel TV and TD Bank. He is a member of the IEG ROS team.
Larry was president of DWA USA, a national sports marketing agency. There, he planned and executed sales programs for the Holiday Bowl, the National Hockey League, the LPGA, the United States Baseball Federation and others. He also managed the annual staging of five LPGA golf events and college basketball doubleheaders owned by the agency. Other clients included Compaq, Wilson, New York Racing Association, Liberty Bowl and Iowa State University.
In addition, Larry spent five years at Anheuser-Busch, creating and initially serving as the director of the Sports Marketing Group where he directed all sponsorship activities including NASCAR, NHRA and golf. He started their International Sports Marketing Division, which included Budweiser’s first World Cup sponsorship and the Budweiser Irish Derby. Before that, Larry spent 18 years in college athletics, first as athletic director at St. Louis University followed by six years as commissioner of the Metro Conference. He was a six-year member of the NCAA Men’s Division One basketball tournament committee and represented the NCAA to the USOC House of Delegates. He managed six NCAA national tournament championships including two Final Four Men’s Basketball Championships.
Larry is a member of the Fontbonne University Sports and Entertainment Marketing faculty.
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