Changing the Game

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Jim Host, a pivotal figure in college sports marketing, revolutionized the industry with his concept of bundled licensing, attracting corporate sponsors to athletic programs. He founded Host Communications and played a key role in establishing the NCAA Radio Network and the NCAA Corporate Partner Program, collaborating with major brands like Gillette and Coca-Cola. His influence extended to significant projects, including Rupp Arena and the KFC Yum! Center. This book delves into Host's remarkable journey and contributions, revealing the lesser-known aspects of his impactful career.