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Event Management, an International Journal, has been meeting the research, educational, and analytic needs of the rapidly growing profession focused on global events for more than 20 years. The Forum Editor’s pick from the current issue: HOW SHOULD SPONSORSHIP ACTIVATION WORK? A SPORTS EVENT AND ATHLETE-BASED BRAND BUILDING FRAMEWORK (SEA-BB) CAPTURING AN INTERNAL AND EXTERNAL ROUTE by Rune Bjerke, Erlend Kirkesaether.