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Rick Burton, David B. Falk Endowed Professor of Sport Management in the Falk College, was quoted in the Marketing Dive story “” Burton, a sports marketing expert who worked on the 2008 Olympic Games, explained that advertisers and sponsors face challenges during the winter of how to balance the variety of events that take place. “If you’re a global sponsor, you’re aware there’s a lot of saturation in sports in February. Everything is on, and customers may be focused on the NFL or some other sport,” Burton said.