Scenario 16-3 In July 2010, a Sports-Focused Social Networking Site Named MyMVPs.com

Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.)
-(Scenario 16-3) MyMVPs arranges sponsorship of several area high schools and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as

A) the practice of judging sponsorship through media impressions.
B) the practice of placing any branded product into the content and execution of an established entertainment vehicle.
C) any collateral communication or activity reinforcing the link between a brand and an event.
D) development and support of any entertainment property.