ConAgra isn’t interested in being a sponsor of a lot of big-name sporting events. In fact, the past few years have seen the company pull out of a slew of sponsorships—many of them in the motor sports category. Why? For two reasons, says Chris Sinta, director, integrated planning and sponsorships for ConAgra, Chicago. The first was the economy. “We had to get very, very focused. There weren’t incremental dollars to spend on sports sponsorships that weren’t being [used effectively].” Second, ...

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