Issue: Huffy, (http://www.huffy.com/) the leading US producer of bicycles and sporting goods, had identified bmx as a key strategy to build awareness and sales of higher-end, higher-profit bikes.  Huffy was interested in sponsoring a bmx stunt team tour to build awareness and sales in major retail venues, and needed a marketing plan, tour management and co-sponsors to help defray costs.   Results: Signed PepsiCo as co-sponsor for a 1999 Summer Tour in 15 Midwest cities. Piloted Year One program and identified areas to improve for potential Year Two rollout.   Process: Wrote a marketing plan for the pilot tour, focusing on identifying and signing potential co-sponsors. Identified and hired a sports management firm to manage the tour logistics. Quantified sponsorship and attendance goals required for tour expansion.