Sports marketing has been a rapidly growing industry for years, but it wasn't that long ago that the very concept didn't even exist. On today's show, host Adam Schick and MELT's Director of Public Relations & Community Affairs Mark Harmon learn about the challenges of creating a new category with Tom George, an early pioneer who helped shaped the sports marketing industry as we know it today (1:01).Then, Adam and Mark hear from a next-generation leader helping to take sports marketing into the future with Paul Hourigan, the Director of Sports Marketing for The Coca-Cola Company (19:34).Finally, our MELT U roundtable features Gunter Johnson (Alabama) and Tyler Haswell (South Carolina) sharing what they learned from this week's guests (34:19).Please leave a review if you like what you hear and for more information, visit MELTATL.com.