Top 20-Something Marketing Story Of 2015 Will Be: free polls

2014 Grand Marketer of the Year:

• ALS Association 52%
• Upper Deck 14%
• Under Armour 8%
• BBDO Worldwide 8%
• BitPay 5%
• Foot Locker 4%
• EPIX 3%
• Daily Fantasy 2%
• Levis 2%
• LeBron James 2%


The best of today's sports and sports marketing blogs are HERE

Batkid Begins (See More Ads Below)

follow me on TwitterHappy Weekend NYSJ

Per re Value of trophy $3.5M Impact on Indianapolis $431M Avg tkt $185.93 up 14.5% vs '14 NYSJ

Per Finalists for SB 53 '19 & SB 54 '20 = New Orleans Miami Tampa Atlanta & L.A. for SB 54 'if there is a team there' NYSJ

Per 'We are farther along 2 having a team in L.A. than [in recent years] but not inevitable More work has 2b done' NYSJ

. ad brkng 2nite 'Greatest Endings' = highlight reel Finals moments NYSJ


"Sometimes I want to crack open a beer and get a courtside seat. These two guys are the two best basketball players in the world."— Golden State Warriors center Andrew Bogut following last night's 99-98 win over the Houston Rockets in Game 2 of the Western Conference finals regarding teammate Stephen Curry (33 points, 6 assists) and Houston's James Harden (38 points, 10 rebounds, 9 assists)

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.

MAY 24 Indy 500 ABC Noon (ET)

BUY San Francisco Giants (23-18) pitcher Madison Bumgarner not only pitched 6.1 scoreless innings yesterday against the Los Angeles Dodgers (24-16), he also hit a homer off of Clayton Kershaw to help lead the Giants to a 4-0 win at home.

BUY 2015 All-NBA First Team: LeBron James, Stephen Curry, Anthony Davis, James Harden, Marc Gasol

BUY The final Top Ten delivered by David Letterman on The Late Show Wednesday night:

10. Alec Baldwin: "Of all the talk shows, yours is the most geographically convenient to my home."
9. Barbara Walters: "Did you know that you wear the same cologne as Muammar Gaddafi?"
8. Steve Martin: "Your extensive plastic surgery was a necessity and a mistake."
7. Jerry Seinfeld: "I have no idea what I'll do when you go off the air ... you know, I just thought of something — I'll be fine."
6. Jim Carrey (unshaven with wild hair): "Honestly, Dave, I've always found you to be a bit of an over-actor."
5. Chris Rock: "I'm just glad your show is being given to another white guy."
4. Julia Louis-Dreyfus: "Thanks for letting me take part in another hugely disappointing series finale."
3. Peyton Manning: "Dave, you are to comedy what I am to comedy."
2. Tina Fey: "Thanks for finally proving men can be funny."
1. Bill Murray: "Dave, I'll never have the money I owe you."

NHL FINAL FOUR NHL Stanley Cup Playoffs Eastern Conference Finals Tampa Bay Lightning-New York Rangers Western Conference Finals Chicago Blackhawks-Anaheim Ducks

NBA FINAL FOUR NBA Playoffs Eastern Conference: Cleveland Cavaliers vs. Atlanta Hawks Western Conference Finals: Golden State Warriors vs. Houston Rockets

MAY 19 -JUNE 7 French Open Roland-Garros

JUNE 6 Belmont Stakes, Queens, NY NBC 6:30 PM (ET)

JUNE 25 NBA Draft: The order of the first ten teams selecting in the 2015 NBA Draft based on the NBA Draft Lottery: Minnesota Timberwolves, Los Angeles Lakers, Philadelphia 76ers, New York Knicks, Orlando Magic, Sacramento Kings, Denver Nuggets, Detroit Pistons, Charlotte Hornets, Miami Heat. The NBA Draft is June 25.NBA Lottery May 25, NBA Draft June 25 (ESPN)


$49.00: Asking price for Stephen Curry adidas Golden State Warriors Chinese New Year jersey, on eBay.
$59.99 Asking price for Stephen Curry adidas Golden State Warriors Swingman jersey, on eBay.
$160.00: Asking price for autographed Stephen Curry 2009-10 Panini Phenoms jersey patch card, on eBay.
$289.00: Asking price for Stephen Curry Topps Chrome Rookie Card, on eBay.
$350.00: Asking price for autographed Stephen Curry 2009-10 Panini Contenders rookie card, on eBay.

NBA Icons MJ, Bird, Magic, Duncan Put Finals Into Focus

In anticipation of the 2015 NBA Finals, scheduled to begin on June 4 (ABC), the league has put together what amounts to an historical highlight reel of classic Finals moments in the guise of a TV spot, "The Greatest Endings," which includes more than a dozen memorable scenes from games dating back to the 1950s, directed by Kathryn Bigelow (The Hurt Locker) with voiceover from Common, who talks about the elements that make games great as we see clips from such icons as Michael Jordan, Larry Bird, Shaquille O'Neal, Bill Russell, Hakeem Olajuwon, Kobe Bryant, Dirk Nowitzki and Tim Duncan. MORE

Global Vision: NASL Beats MLS, Beckham To Miami

A profession soccer club fronted by an international soccer star is heading to Miami, but it's not Major League Soccer and David Beckham but the NASL and Paolo Maldini, who represented Italy in four World Cups and spent his 25-year career with AC Milan, joining media-mogul and businessman Ricardo Silva heading an ownership team that is fast-tracking  Miami FC, which will become the league's 12th franchise when it begins play — currently scheduled for the 2016 season — in what was described as "one of the existing world-class stadiums of Miami" while Beckham and MLS continue to fight logistical, financial and political hurdles to bring their own club to the area. MORE

KFC Swings Col. Sanders Back Into Anniversary Marketing

Relying in part on its ties to sports and in full on its fast-feeder heritage, Kentucky Fried Chicken has brought back Col. Sanders, who founded the brand some 75 years ago, in the form of actor-comic Darrell Hammond to go front-and-center for the first time in about 20 years in an all-encompassing campaign that will see KFC unveil location concepts, an expanded menu, new packaging and a multi-media marketing effort anchored by TV and supported by Internet, social media, a rebooted Web site and an online destination dedicated to all things Col. Sanders and his "Original Recipe chicken." MORE

Cool Brees: Saints QB Joins Mission Athletecare Mission

NFL All-Pro quarterback Drew Brees of the New Orleans Saints has joined another team with a mission — Mission Athletecare — whose products enhance and support the efforts of pro and casual athletes, to promote not only the company's inventory but initially to become part of a marketing campaign addressing the dangers of getting overheated, which can be prevented using the expanded roster of Mission's EnduraCool gear and accessories while following preventive measures and safety tips from doctors and sports authorities. MORE

FedEx Delivers Package As Lead Partner For UEFA

In an effort to expand its space in the global sports landscape, FedEx has signed a multi-year alliance with the Union of European Football Associations — the governing body of European soccer — to become the lead sponsor for the UEFA Europa League, which encompasses almost 200 clubs in more than 50 nations, with marketing support to include activation with teams and in-stadiums, bringing a major player to a FedEx roster of sports deals such as the NFL, PGA Tour, Ryder Cup, ATP World Tour and a naming rights deal for FedEx Field, the home venue for the Washington Redskins. MORE

USOC Moves Ahead With $80M Oympic Museum Plans

The Olympic Games are held every two years, alternating between the Summer and Winter events, but the US Olympic Committee wants to celebrate the Games every day in the U.S. Olympic Museum, unveiling plans for the 20,000 sq. ft. building as well as events, hands-on and interactive activities and a Hall of Fame inside — saying that scheduled groundbreaking would coincide with the 2016 Summer Games in Rio de Janeiro and a grand opening scheduled to come around the time of the 2018 Winter Games — with museum coordinators also sharing that $42M of a planned $80M fund-raising goal already has been reached. MORE

Shaq, Shakespeare, Sharon Star At Turner Upfront Event

Good news if you enjoy the antics, banter and information from the quartet that drives the NBA on TNT's Inside the NBA as host Ernie Johnson and analysts Charles Barkley, Shaquille O'Neal and Kenny Smith all have had their contracts renewed, which came out amidst other news during Turner Broadcasting's UpFront in New York on Wednesday, a sales-driven event that brought together people representing Turner's entire portfolio — including actress/producer Sharon Stone (who got a marriage proposal from Shaq), Conan O'Brien, Anderson Cooper, Jennifer Beals and Edward Burns — all of which put a spotlight on new shows (including Will, about the raucous adventures of a young William Shakespeare), marketing and strategy for TBS, TNT, Adult Swim, Boomerang, Cartoon Network and Turner Sports. MORE

Beckham Makes Another Catch As Madden Cover Star

As it turns out, Odell Beckham Jr. of the New York Giants secured his position as the cover athlete for EA Sports' Madden NFL 16 videogame back in November when he made during a game against the Dallas Cowboys what has been labeled the 'catch of the year,' which garnered him the most votes by the public from among four NFL players vying for the spot and which is being recreated on the cover and inside the game itself, as well as in supporting marketing that will continue to build until its release this August. MORE

Commercial Spotlight: Aflac Duck Salon, Mazda Drivers Life, KFC Col. Sanders, Chase Nick Cannon




Curry Continues March As NBA, Marketing, Fan MVP

Newly minted NBA MVP Stephen Curry has added to his roster of endorsement deals, signing a multi-year pact with official league partner Harman International to represent their JBL audio brand in a marketing platform that will feature TV, Internet, social media and consumer activations, as well as General Mills' Wheaties, extending Curry's reach among sports and music fans and bolstering his status as one of the league's most marketable players with alliances that also include State Farm, Under Armour, PlayStation, Degree, Express, Foot Locker, Kaiser Permanente, and Muscle Milk. MORE

NBA's Loyal Fans: Chicago, San Antonio, L.A. (Not Lakers)

LeBron James returned to the Cleveland Cavaliers this past season after four years with the Miami Heat and drove the Cavs into the playoffs and up the list of teams with the most loyal fans, but the roster is headed by the Chicago Bulls, Los Angeles Clippers, defending champion San Antonio Spurs, the Heat and the Dallas Mavericks, according to the 'Sports Fan Loyalty Index' from brand engagement and marketing consultancy firm Brand Keys, which said that the bottom of the NBA list was populated by the Minnesota Timberwolves and Sacramento Kings. MORE

NBA, ESPN, TNT Fill Ads With Players, Actors, Comedians

On the court, the NBA Playoffs are all about such stars as LeBron James, Stephen Curry, James Harden, Chris Paul, Derrick Rose and the defending champion San Antonio Spurs, but marketing efforts from the NBA, ESPN Turner's TNT and league partners including Kia, Sprint, State Farm, BBVA Compass and Taco Bell to support the post-season include the likes of Imagine Dragons, Black Eye Peas, George Lopez, Cedric the Entertainer, Eddie Griffin, Charlie Murphy, D.L. Hughley and Anna Kendrick and the crew from Pitch Perfect 2, all intended to raise the level of intensity and get core, casual and non-fans alike watching as teams battle toward the NBA Finals. MORE

Why Adam Silver Sees Europe, Jersey Ads In Future

Nike Gets The Bugs Out Of Jordan Brand 40th Celebration

With adidas Out, Will Nike, UA Try To Move In

Pepsi Sees Net Gains In New Deal With NBA

LeBron, Curry Show Off MVJ (Most Valuable Jersey) Skills



NHL, Discover Financial Deal New Marketing Cards

While hickey fans are focusing on the 2015 Stanley Cup playoffs, the NHL and Discover are looking ahead, signing a pact that extends their current alliance through 2019 and enhancing it with the launch of an NHL Discover Card that offers members exclusive access, discounts and other amenities related to the league, while maintaining the firm's status as the official credit card and payment services partner for the NHL, title partner for the NHL on NBC's Thanksgiving Showdown Game, sponsor of the league's float in the Macy's Thanksgiving Day Parade and other marketing and activation support. MORE

ESPN Back On Ice With NHL, 2016 World Cup Of Hockey

The self-proclaimed 'Worldwide Leader in Sports' has not shown an NHL game since 2004 but ESPN is getting back in a big way, signing a deal with the NHL and NHL Players' Assn. for exclusive U.S. broadcast, radio and other rights to the 2016 World Cup of Hockey, which will feature teams representing eight nations — including the U.S., Canada, Russia, Finland, Sweden and the Czech Republic, plus All-Star teams from North America and Europe — complete with marketing and media support. MORE

NHL Eyes Outdoor, World Cup Games As '16 Jewels

Although the 2014-15 season is just past the midway point and the Stanley Cup playoffs are still months away, the NHL has revealed plans for the 2015-16 campaign, which will see three marketing-laden games outdoors — the Bridgestone Winter Classic and two matches under the Coors Light Stadium Series banner — plus a return and reboot of the World Cup of Hockey, with six national teams from the U.S., Canada, Russia, Sweden, Finland and the Czech Republic plus and two teams of European and North American players competing for a trophy in a tournament that could take the place of the NHL and NHL Players Assn. sending its athletes to the Olympics. MORE

Samsung Eyes Tech-Savvy Fans With NHL Pact

NHL Using Marketing, Media At Full Strength

Fans Get An NHL Mouthful With P&G Alliance

Honda Deal In Next Gear With NHL ASG, Canada

NHL Heats Up Outdoor Games With Epix Efforts



MLB, All-Star Game, Buster Posey Insured By Esurance

Major League Baseball is no longer 'uninsured" thanks to a new multi-year alliance with Esurance, the online division of Allstate, which becomes the league's official auto insurance partner (in a category vacant since State Farm left after the 2012 season) and activates immediately as title sponsor for the Esurance All-Star Game Ballot — now all-digital for the first time in ASG history — with planned multi-media marketing to support, in addition to a new pact with Buster Posey of the defending World Series champion San Francisco Giants to appear in marketing and personal activations throughout the season. MORE

New Commish Paints Bright Picture For MLB Fans, Game

In his first official message as the commissioner of Major League Baseball, Robert Manfred spoke in an open letter to fans, players and marketing partners and said that the game is strong but that there would be even better times ahead, pinpointing his interest in growing baseball by 'honoring the game's history while bringing in new people,' including more activations involving kids, making it more accessible to people in underserved and urban areas where teams and ball fields are harder to find, continuing to build on and emphasize technology that will move the game into the future and supporting today's core of stars such as Mike Trout, Clayton Kershaw, Buster Posey, Madison Bumgarner, Felix Hernandez, Giancarlo Stanton and Andrew McCutchen. MORE

MLB Effort Gives Puig, Reyes, deGrom Home Advantage

What do MLB players do at home and what do they find most comforting when they are not at the ballpark trying to get to home plate? Yasiel Puig, Jose Reyes, Kris Bryant, Jacob deGrom, Jake Peavy, Lorenzo Cain, Class of 2015 Hall of Fame inductee John Smoltz and model and St. Louis Cardinals fan Karlie Kloss are among those who open up the doors to their residences to show and tell us what makes them tick in the second Home Field Advantage campaign from Coldwell Banker, which, according to Sean Blankenship, CMO for the real estate firm, "allows us to connect with these icons on a more personal level and get a glimpse of how their homes are special to them." MORE

MLB, Teams, Players Ready To Pitch 2015

Fans Have 21M Ways To Enjoy MLB Dog Days Of Summer

Louisville Slugger, Bat To Ruth, Jeter, Changes Hands

Why Mike Trout Is On 'Most Dangerous' List

World Series MVP Bumgarner Pitching For Carhartt



DirecTV Adds To Mannings QB Package With Romo, Luck

If you can afford it, having too many quarterbacks is never enough, and DirecTV has taken that to heart, signing Tony Romo of the Dallas Cowboys and Andrew Luck of the Indianapolis Colts to appear with Peyton Manning of the Denver Broncos and the New York Giants Eli Manning, who have been with the company for a decade, to appear in marketing and activations to support NFL Sunday Ticket, including Red Zone Channel. Fantasy Zone Channel, HD Mix Channels, Player Tracker, stat and fantasy alerts and highlights. MORE

NFL Sees Gold In Season-Long Super Bowl 50 Celebration

The Super Bowl has long been a bottomless pot of gold for the NFL, but the league is taking the gold theme literally with a year-long ramp-up for the game next February in Levi's Stadium, with current and past players and coaches as well as marketing partners activating in a multi-layer platform that will begin at the NFL Draft on April 30, continue throughout the pre-, regular and post-season and culminate at the Pro Bowl and Super Bowl 50, including merchandise, ad campaigns, gold highlights on uniforms, balls and on the playing field and celebrations in the cities of previous Super Bowl winners and at the high schools from which particiapting Big Game players and coaches graduated. MORE

Wilson, Manning, Brady Top NFL $1.4B Sales

Topps Can't Pass Up Exclusive Deal With Jameis

Super Bowl, Oscars, March Madness Drive U.S. Ad Spend

En Route To Super Bowl 50 NFL Renews CBS TNF Deal

OYO Drafts Winston, Mariota, Future NFL Stars



Boston Gets USOC Bid, Begins Journey For IOC OK

Following a months-long process to outlast Los Angeles, San Francisco and D.C. to gain the bid from the U.S. Olympic Committee to represent the U.S., Boston now undertakes what will be a marathon rather than sprint to the finish line in 2017 when the International Olympic Committee will decide from among several global destinations which city will host the 2024 Summer Games, a daunting and expensive task that, if successful, would put the Summer Olympics on U.S. soil for the first time since 1996 in Atlanta and make Boston only the third American city ever to host the Summer Games. MORE

Olympics, Trials, Brands Put $182M Focus On Marathon

Adidas Finds 800 Lb. Guerrilla Marketing In Boston


Giants' Series MVP Bumgarner Now Pitching For Carhartt

When he is not on the mound with the San Francisco Giants, with whom he has won three World Series championships over the past five seasons and was named MVP of the 2014 Fall Classic, Madison Bumgarner gets down and dirty on his 100-acre family farm in North Carolina, which is where we find him in a new effort from Carhartt, known for its durable work apparel, as the 25-year-old cuts trees, moves lumber, mends fences and undertakes other sweat-inducing chores, with the multi-media campaign also spotlighting such backbreaking jobs as firefighters, oil riggers, search-and-rescuers and construction workers. MORE

Zappos Hits The Ground Running With Bay To Breakers

Already a top online destination for shoes and style,, a division of Amazon, is ready to walk the walk and run the run as the title sponsor for the San Francisco Bay To Breakers race, a 7.46 mile event first competed in 1912, which this May will take some 50K participants through the city with marketing partners that also include Under Armour, Geico and Hyatt Regency and a Zappos activation that is encouraging runners and spectators to try to set more than 40 race-related world records such as selfie photo taking, sourdough bread eating and garlic fry tossing. MORE

BMW Joins Gold Rush To 49er's Levi's Stadium

United Airlines On Board As Niners, Levi's Partner

P&G's Duracell Powers Seahawks-Niners Rivalry

Q&A: DNA For Levis, Niners Growth Is In The Jeans



Marketers, Supporters Start 100-Day Olympics Countdown

It is now 100 days and counting until the Opening Ceremony for the Special Olympics World Games Los Angeles, which will see some 7,000 athletes, 3,000 coaches and 500,000 spectators taking part between July 25-Aug. 2, with the milestone date giving marketing and media partners including Toyota, Coca-Cola, Toys R Us, Bank of America and ESPN — as well as supporters such as singer Avril Lavigne — the opportunity to ramp-up activations for what organizers are calling the "single biggest event in Los Angeles since the 1984 Summer Olympics." MORE

L.A.'s Kershaw Is Now Most Valuable Pitchman

Three-time Cy Young winner and NL MVP Clayton Kershaw has added another accolade to his resume, signing with Subway as a Famous Fan endorser on a roster that includes AL MVP Mike Trout, with both men appearing in a print ad that touts their awards and favorite sandwiches (Turkey & Swiss and Spicy Italian, respectively), and Kershaw also getting congratulatory nods from other companies on his marketing team, such as Under Armour, Muscle Milk and Wilson; while his own non-profit group, Kershaw's Challenge, unveiled an MVP 14 T-shirt with proceeds going to support underprivileged kids around the world. Analysts say Kershaw, who earns about $3M in endorsements, could easliy double that during the off-season. MORE


Coneheads Get Mass Quantities Of Insurance From Jake

There may be a debate as to whether or not Area 51 actually exists, but there is no doubt that The Coneheads — Beldar, Prymatt and daughter Connie (aka Dan Aykroyd, Jane Curatin and Loraine Newman) — arrived from Remulak, settled on Earth and now need some insurance, which will be supplied to them by Jake from State Farm, at least according to a new campaign in which the khaki-wearing agent gets a call in the middle of the night and does his best to accommodate the iconic characters from Saturday Night Live. MORE

Wittenberg Moves From Marathon Runner To Globe Trotter

After helping to grow the New York City Marathon and Abbott World Marathon Majors for the past decade, Mary Wittenberg is moving to Virgin Sport to head up the new active lifestyle company under the direction of Sir RIchard Branson and his Virgin Group, which "seeks to grow a global community by re-imagining sport and expanding the reach of mass participatory events in running, cycling and other formats." MORE

Mayweather-Pacquiao Building Money, Hype, Histrionics

With just over two weeks to go until the 'Fight of the Century' on May 2 in the MGM Grand in Las Vegas determines whether Floyd Mayweather or Manny Pacquiao is the best pound-for-pound fighter on the planet, the noise, marketing and financial potential are all on the rise, with each man opening the doors to their boxing clubs to give the media and the public up-close looks at their workout sessions, brands such as Tacate ramping up activation, figures from PPV, live gate and other outlets continuing to climb and co-promoting cable networks Showtime and HBO supporting their boxers — Mayweather and Pacquiao, respectively — with TV spots and in-depth specials. MORE


Nascar's Johnson Takes Heat For Mission AthleteCare

Woods, Vonn No Longer A Golf Twosome

Misty Copeland Adds To Breakout Endorsement Deals

Core Power Inks Romo, NHL, NBAers To Take On Gatorade

'Sugar Ray' Leonard Laces Up For Skechers Campaign

Klitschko Boxing In Shadow Of Mayweather


$140M Thriller: New Deal Builds Michael Jax Marketing

It certainly pays to be a popular athlete or celebrity when it comes to marketing and endorsements, as Floyd Mayweather Jr. and Manny Pacquiao can attest, but some dead celebs are still taking in big bucks via their estates, and the people who oversee Michael Jackson's estate have signed a deal with Authentic Brands Group — whose portfolio already includes Muhammad Ali, TapouT, Prince and the estates of Elvis Presley and Marilyn Monroe — to build on the annual $140M realized via worldwide entertainment, apparel and other licensed activations by "taking his brand to the next level." MORE

Living Legends Are Living Large With Marketing Alliances

Unlike Babe Ruth, Elvis Presley, Marilyn Monroe and Michael Jackson, celebrities can be well past their greatest achievements — but still be alive — to sell merchandise, attend sponsorship events and appear in ad campaigns, as witnessed by a group of elder-statesman and iconic figures that includes Muhammad Ali, Jack Nicklaus, Arnold Palmer, Pelé, Kareem Abdul-Jabbar, Joe Montana and Bo Jackson, each of whom has been in commercials over the past couple of years and/or have lent their time and likenesses to endorse such brands as Under Armour, Subway, AT&T, Papa John's, Emirates Airline and Toyota, as well as driving the efforts of their own products and philanthropic endeavors. MORE

Fighting The Good Fight: ALS Association Named 2014 Grand Sports Marketer Of The Year

Countless people are working endless hours to find a cure for amyotrophic lateral sclerosis, widely known as Lou Gehrig's Disease. The ALS Assn. has been at the forefront of this fight since 1985, but in 2014 garnered national and international attention with two key campaigns — the 75th Anniversary of Gehrig's "Luckiest Man Alive" speech (with extensive support from MLB and the New York Yankees) and the Ice Bucket Challenge (inspired by Pete Frates) — which raised awareness and funds worldwide. For these and other efforts, the ALS Assn. has been named the Grand Sports Marketer of the Year for 2014 based on votes cast by the readers of NYSportsJournalism. There is as yet no cure for ALS and the battle continues, with the ALS Assn. and such groups as Project ALS, ALS Therapy Development Institute, ALS Society of Canada and the Muscular Dystrophy Assn. among those front-and-center. For those battling ALS, every step is a good step. And, according to the ALS Assn., "Raising awareness is a crucial step in generating support for the efforts to find treatments and a cure for today's faces of ALS." MORE