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Why We Play: The New Power of Storytelling in Sports Marketing Roger Radford Scholars consider it the singleWhat do the most marketable athletes in the world have in common? Their stories move us. In Why We Play, author Yasmeen Sharara breaks down the power of storytelling for the athletes and brands that are defining the intersection of sports, products, and marketing. Today's consumers want more than on field dramatics; they want to understand, to know, and to empathize with the athletes they admire. Sharara offers a framework for brands and athletes to
