Snyder on the ball.(Special Report: Sports Marketing)(Dan Snyder, Washington Redskins owner, tries to lure Major League Baseball team to Washington D.C. )(Brief Article)

Advertising Age, October, 2002

Dan Snyder knows a bit about marketing and sports. Before acquiring the Washington Redskins in 1999 for $800 million, he built his Snyder Communications from a direct marketing company into a marketing giant, at one point acquiring Boston ad agency Arnold Communications. Now, the 37-year-old multimillionaire is turning his attention to baseball, trying to bring a Major League Baseball team back to D.C.

``A sports franchise is an integral part of its community,'' Mr. Snyder says when asked how team owners should view their franchises. He adds, ``Marketing strategy is critical, including access for fans and ways to communicate with fans through off-field channels like print, TV and radio. ... We continually walk a fine line between aggressive marketing and...

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