We have long been considered one of the innovative firms in the field, and this reputation begins with the firm’s founding in the 1970s. YoungAssociates identified a major sponsor for the Cincinnati Ballet—a sponsor who had many local outlets that served children. Now in its 30th year, Frisch’s Big Boy sponsorship of Cincinnati Ballet’s full-length Nutcracker was a novel, unprecedented idea for a major arts organization. This initial idea generated a ten-year $1 million sponsorship, and the relationship met both parties needs so well the sponsorship has renewed twice for an additional $2 million in sponsorship dollars.