Welcome to Entrepreneurs the Playbook. Have five a treat for you. There's nothing bigger in America

for men and women for cross-generational from grandparents to parents to children than football.

And there's nothing bigger in football than bowl season. And a lot of people don't know

there's executives and front office executives, sponsors,

and an entire multi-billion dollar business behind bull season now.

And it takes great leaders, great executives, like Gary Stokin, president and chief

executive officers, officer of one of the biggest bulls of bowl season,

the Peach Bowl, Chick-fil-A's Peach Bowl.

Welcome, Gary, to Entrepreneurs the Playbook.

David, thanks so much for having us.

Now, you and I have been in this space for over 30 years, and we know the history, the legacy,

but things have changed quickly,

and the prominence under your leadership and tenure of the Peach Bowl

has grown exponentially.

And there's much more to doing the Peach Bowl than just the game itself.

There's an entire business model of so many different events,

branding, marketing, and media, not just traditional media, but now social media that are involved.

How have you kept up with the accelerated change that has happened over your prominence in the

Peach Bowl? Well, there's a couple of things I learned through the corporate side with Adidas and Converse and

from coaching at my home modern North Carolina State when I started my own sports marketing business

and I'm an old coach, so I like acronyms. And one of the acronyms I use is AIM, which is asset integrated management.

And I learned in working on the corporate side and then when I own my own sports marketing

...