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Naming rights benefit companies in multiple ways (access required)

When Marc Iacona first suggested that CGI Communications Inc. become the title sponsor of the Rochester International Jazz Festival, his idea was met with a definite maybe probably. “Pencil me in,” Iacona, the executive director of the Jazz Fest, was told by Bob Bartosiewicz, the CEO and chairman of the board for CGI. “But 15 minutes later ...

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