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The marketing of Michael Sam

Sam will get opportunities, but the big money will happen if he plays well

Updated: February 10, 2014, 1:47 PM ET
By Darren Rovell | ESPN.com

While NFL insiders publicly and privately debate whether Michael Sam will be fully accepted in an NFL locker room, sports marketers are watching how corporate America reacts.

For years, companies have looked for an entry into the gay, lesbian, bisexual and transgender community, seeking to tap into what has been an undermarketed area. Roughly 6 percent of 18- to 34-year-old Americans identify themselves as members of the LGBT community, with just as much disposable income as members of ...

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