Kansas City, Mo., agency Barkley is co-sponsoring a cycling team with riders aged 15 to 23 in hopes of gaining more insight into sports marketing and ways of connecting with young consumers. "It's a great way, a unique way, to get information we can use for existing clients or new clients," said Brian Booker, Barkley's chief executive and CCO. "If we're in a pitch for any account in the active lifestyle field, it's instant credibility."

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