Monday This morning I have the pleasure of waking up in Singapore, a beautiful city. My business meeting is in Johor Bahru, Malaysia, which the hotel concierge tells me will be difficult to get to. It seems that the causeway linking Malaysia to Singapore will be head to toe with traffic, and a normal 15-minute journey will take three hours! I sense a hint of exaggeration and check out the story with the assistant manager, who tells me it is an absolutely clear run to Johor Bahru. My wife Rebecca and baby son Toby are with me, as we occasionally travel together on the shorter trips around Southeast Asia. We are meeting our Malaysian partners at the Holiday Inn to discuss a family and children's entertainment show. This will come to Hong Kong and perhaps China in the New Year. As with any big event, the most important element to nail down is the budget, and we spend the next three hours itemising our income and expenditure. After the meeting, we head back to Singapore, only to find that the concierge was not entirely wrong. Today is a holiday in Singapore, and Singaporeans returning from the long weekend all seem to choose the afternoon to head back. A 20-minute journey takes nearly three hours in a beat-up taxi with minimal air conditioning. From the hotel I call the BBC in London to clarify their arrangements to interview Graham Gooch, the England cricket captain. Gooch is playing in the Cathay Pacific/Wharf Holdings Hong Kong International Cricket Sixes and we have arranged a promotional interview with him. I then call Wasim Akram, the Pakistan captain. We discuss the 1993 Sixes and I now feel close to securing him for this year's tournament. Wasim is excited at the prospect of defending the trophy which Pakistan won last year, and underlined his desire to return to Hong Kong if all terms can be agreed. Tuesday We are due to fly back to Hong Kong today, but have the morning free. I take the opportunity to speak with a few Singaporean associates and potential sponsors for the King & I show, to tour the Middle and Far East early next year. This is not the famous musical, but a speaking tour featuring two of the world's most charismatic and controversial cricketers of, perhaps, all time: Ian Botham and Viv Richards. The King & I show has toured 45 towns in the UK and 35 towns in Australia. It is a marvellous piece of entertainment, featuring a special video edit of Botham and Richards' career highlights, followed by their thoughts on various issues. Wednesday The day starts with a meeting of a sub-committee of the Hong Kong Tennis Patron's Association, chaired by the president, Sir David Ford. The Association is responsible for staging the Marlboro tennis championships, and our company is retained to promote and organise the tournament. This year's field is impressive, with Edberg, McEnroe, Lendl, Krajicek, Leconte and the new sensation Andrei Medvedev heading the field of 12 players. Included in this festival of sport will be a celebration of 21 years of professional tennis in Hong Kong. This will bring to Hong Kong tennis legends from the past three decades. Many of them played here, and it will be wonderful to have so many of today's great players mixing with the stars of yesteryear. Our next meeting is with Cathay Pacific to review poster and player shirt designs for the Sixes. We agree upon the basic concept behind the poster and then decide how best to position the event logo on the shirts. The logo is eye-catching, colourful and cleverly designed and we hope it will become an instantly recognisable and valued piece of branding for the Sixes. This is particularly important for event merchandising. Thursday At three in the morning the phone rings. Out of a deep sleep I fumble for the receiver but my mind is quickly awake. We have had a series of nuisance calls, and when I hear music in the background I sense it's this same caller, so I say nothing, as I feel this is the best strategy. Consequently there's a long drawn out silence until a deep, slow, measured voice rasps: ''Is that Mr Brian Catton?'' ''Yes, it is,'' I reply equally deliberately, thinking all sorts of unpleasant thoughts, as one does with a call in the middle of the night. ''This is Kenneth Benjamin calling from England.'' It's one of the players from the West Indies cricket team, and my voice suddenly transforms itself from deep suspicion to that of a bright and cheery welcome. We discuss his participation in the Sixes, and he accepts our invitation to play. Gladdened, I fall back into a light but fitful sleep. One hour later the phone rings again. What now! No longer apprehensive, I firmly answer the call and discover it's one of the England players also confirming his participation. This morning we have an internal meeting and I relay the good news to the staff and examine the progress being made on our PR and promotional plan for the Sixes. The afternoon allows some time for paperwork and provides an opportunity to reflects on where we stand on both the tennis and the cricket. At about four I am always prepared for calls from the UK, as my partner often rings to discuss plans for the Worldwide Family Fun Fair. This is a very big and ambitious idea, executed successfully for the first time last year. The concept was to bring toHong Kong a typical English travelling fun fair. We simply extended the travelling distance, and, instead of travelling on to another town, the fair drove itself on to a transatlantic cargo ship and drove off when it arrived in Hong Kong. It proved to be a hit, and plans are underway to bring it back later this year. Later that afternoon, I sit with Jason Penrose, our event manager, to look at all the participating teams in the Sixes, and we review which individual players still need to be confirmed. This is perhaps the trickiest part of all the tournament arrangements as we cannot afford to miss the smallest wrinkle, which could result in a major misunderstanding. We highlight two or three players and one entire team that needs our attention, and devise a strategy to ensure they will arrive here. Friday I spend the morning with some staff and our China consultant as we look at two or three major projects that can be realised in late 1994. China is obviously a key market for all businesses in Hong Kong, and we have the advantage of being well connected with some of its more senior sporting officials. Next, we turn our attention to the travel and hotel arrangements for the tennis championships. The Marriott has been a very professional and supportive official hotel to the championships, and we review all our arrangements with them. Everything seems well in hand, and again it is comforting that side of the organisation is under control. The afternoon is spent on keeping up to date with all new projects, and looking into the future of the event sponsorship business. It is clear that with the advent of satellite and cable television, and all the recent alliances of TV broadcasters, a new dimension will be added to event sponsorship, of real benefit to companies clever enough to add this element to their marketing mix.