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Bill Herring has worked on both the business and the consumer side of corporate sponsorship, amassing a ton of experience while working for Dell Computers\u2019 examination of whether to sponsor the 2010 Vancouver Olympics, setting up the media center at the Circuit of the Americas Grand Prix in Austin or establishing corporate sponsors for BMW Sauber F1 Team. Herring talks about the differences between what corporate sponsorship activation works and what most organizations seek to sell a sponsor on trying to buy. Twitter: @Bill_Herring