I'd like to focus on a sport that gets far less publicity than others. Skiing. Free ride skiing. Each year major ski companies sponser dozens of the world's best athletes to do one thing, ski some of the most rugged terrain in the world. These skiiers are not racing. The only thing they're sent to do is find extreme lines and hit huge jumps. In exchange for this, skiiers agree to be filmed for ski videos and all of their expenses are paid. This is an interesting form of marketing as I can not imagine how this could be transfered over to other sports.
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