Sports-loving grade-schoolers create new product concept to keep athletes cool: Evan Jackson (10), Alec Jackson (8), and Caleb Robinson (8) all Flippen Elementary School students from McDonough, Georgia noticed first-hand that dehydration and overheating are common problems on the football field.

WHITEHOUSE: The White House

Of course, publishers selling product is not a new concept.

FORBES: Forget The Ads, Show Me The Goods

The key for sponsors operating with the new marketing concept was exclusivity through its product segment.

FORBES: UEFA Expanding Champions League? Why It Makes Sense