During his three decades as a top executive for Anheuser-Busch, Tony Ponturo helped to define, and then redefine, the way companies handle sports marketing and the way consumers view and relate to those marketing efforts.

A subtle underpinning of my piece last month was the assertion that with such a proliferation of sports-related media and exposure opportunities, brands must be more adept at diffusing their messages across channels to maximize their reach and engagement.

It is no secret Major League Baseball has what many are calling an "age problem." I call it a new-age problem. Its fan base isn't growing younger, despite the presence of more young superstars than at any time in its history. One needs to look no further than the 2013 World Series for evidence of the situation. The average 2013 World Series viewer was approximately 54 years old, according to a "Wall Street Journal" article.

In 2007, when the NHL was planning its first Winter Classic outdoor game, neither the league nor media partner NBC knew what to expect.

I still remember the first session of my introductory marketing class at Wharton, where the professor outlined the enduring marketing mix concept of "The Four P's." Product and price were intuitive and obvious...among the first things that one might surmise from an uninitiated consumer's perspective. Promotion also seemed obvious, as it was what a wet-behind-the-ears student got most excited about. I initially perceived promotion to be all about the glamour side of marketing, encompassing advertising, brand positioning and my former life in public relations.

The commissioner of any sports league is tasked with the incredibly difficult responsibility of taking a big-picture view of the entire sport and then deciding the best course of action moving forward. Bud Selig, Roger Goodell and Gary Bettman are all icons in their own right, but the legend that the NBA's David Stern has become is remarkable, from both a sport and business perspective. This February, Stern will step down as commissioner of the NBA, a league and game he has transformed since 1984. He had a singular, grand vision from the start, and focused on it every day …

If you live in the Bay Area (and I do), the recent resurgence of the San Francisco 49ers is a hard story to miss. Even harder to avoid is news about the construction of the team's brand new, state-of-the-art, greener-than-a-greenhouse stadium just down the road in Santa Clara. Once finished, the arena will be fully outfitted with solar panel arrays, a "green roof," recycled building materials, water and energy saving plumbing and electrical systems, and a dedicated public transportation extension just for good measure. It will be a modern sustainable architecture and engineering marvel, but from the fan's perspective the …

In 1927, the Chicago Cubs home stadium, which had gone under other names since it opened in 1914, took on the name of team owner and chewing gum giant William Wrigley Jr. No naming rights fees as we know them today were applied.

"Momentum is the next day's starting pitcher" - one of the most prevailing wisdoms in baseball. It speaks to the sport's uniqueness in that no matter what the starting lineups, the performance of your starting pitcher that day will in large part determine your team's success. It also speaks to the even-keeled mentality of baseball - never get too up or too down. Well, the Los Angeles Dodgers are challenging the traditional themes we've become accustomed to in baseball, and in doing so, are writing their own rules for a sport that's ready for some new ink.

The Jacksonville Jaguars recently announced plans for renovation at their home stadium, EverBank Field. Those plans include massive new video boards in each end zone, measuring 300 feet in length apiece. This is just the latest attempt by professional and college sports to offset the decline in live attendance on event days. In fact, live attendance has leveled off or declined in football, basketball and motor sports, in particular, in the last three to five years.