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Scott Pederson, President & CEO of THe Positive Companies
Good Sports
Q&A with Scott Pederson, President & CEO of The Positive Companies

January 13, 2010

It’s no secret that recent headlines haven’t been particularly kind to those in the sports world. Is there a way to turn that negative energy around? Scott Pederson thinks so. He’s the mastermind behind International Positive Week, which will be introduced at the Sports Licensing and Tailgate Show. Pederson talked to us about the event and how those in the licensed sports and tailgating industries can get involved.

LOGO: You’re heading up the launch of International Positive Week from September 19th to the 25th later this year. What is the program all about?

Scott Pederson: International Positive Week is dedicated to celebrating the positive contributions made by individuals, businesses and communities throughout the world. One area of our focus is the sports industry, which as we’ve seen with recent events is not immune from negative publicity. The media pays more attention when bad things happen. Through International Positive Week, we hope to reverse this trend. There are many athletes, leagues and corporations that don’t get the credit they deserve for their good deeds.

LOGO: How will International Positive Week work?

Scott Pederson: The idea is to celebrate all that is positive in the world of sports. We are developing plans with major professional leagues, collegiate organizations, high-profile athletes, corporations, the national media and individual communities throughout the United States and around the world. We want to get as many people involved as possible. That includes retailers, who will be able to celebrate Positive Week in a number of ways.

The Positive Companies is also aggressively branding and licensing the positive logo associated with International Positive Week. The logo will have multiple applications such as Positive Athlete, Positive American and Positive Teammate, to name a few.

LOGO: Do you have any sponsors in place?

Scott Pederson: Companies can not sponsor International Positive Week, but they can celebrate the week in a variety of ways. For example, International Positive Week has already been officially recognized by the United Nations and the U.S. Postal Service. We will tie the event into the International Day of Peace with the UN and their special events around the world. The Postal Service will be promoting the week on more than three billion pieces of mail.

LOGO: You’re the former president and CEO of Leader Enterprises, one of the key marketing agencies responsible for many aspects of the LiveStrong yellow wristband program. How is that experience helping you with International Positive Week?

Scott Pederson: With LiveStrong, we learned how to take an ambitious program and build momentum. Companies like Nike were instrumental in driving its success. We also know that the media can be very helpful if they are made part of the project.

LOGO: You’re launching International Positive Week at the Sports Licensing and Tailgate Show. What are your goals in Las Vegas?

Scott Pederson
: We want to talk to the leagues and others about promotional and licensing opportunities. We want to develop joint licensing programs and create marketing platforms around those. We also want to talk to retailers about making International Positive Week a theme in their stores during the weeks surrounding International Positive Week. This event is about treating people positively, about changing the general attitude of how people view the world.



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