HEAT, AmericanAirlines Arena Team Up with Sparkling Edge Enterprises

MIAMI, 6/2 - The Miami HEAT and AmericanAirlines Arena announced today that they have partnered with Sparkling Edge Enterprises to enhance their beverage category efforts at the AmericanAirlines Arena. Sparkling Edge Enterprises (SEE) is an independent consulting and business management firm based in South Florida.  

SEE’s Founder and President Jean M. Terminiello is a veteran in the beverage industry and has significant experience in building brands and forming partnership alliances that focus on delivering value. Terminiello is a graduate of Fordham University and spent the first decade of her career in the South Florida market where she still maintains strong community ties. She has extensive experience at the national and local levels, and previously served in a variety of senior leadership roles, most notably at Coca-Cola Enterprises, where she served as Vice President Sales & Marketing, National Sales, Operations and Revenue Growth Management.  

“The HEAT Group’s alliance with SEE comes at an opportune time,” said Terminiello. “The beverage landscape is experiencing dynamic change and consumers are seeking more choices to meet their beverage needs. Recognizing the importance of carbonated beverages while maximizing key categories such as tea, water, juice and energy and brands within the emerging functional beverage category will be key to enhancing The HEAT Group’s efforts.”   

"We are fortunate to have someone of Jean's caliber assist The HEAT Group for this critical team and facility category,” said Eric Woolworth, President of The HEAT Group’s Business Operations. “Jean's beverage expertise is invaluable as we navigate the dynamics of the changing beverage landscape and more importantly, her ability to help develop partner alliances that deliver value will be of great benefit to us and our corporate beverage partners." 

The AmericanAirlines Arena, South Florida’s top sports and entertainment venue, is a unique marketing asset, with its gorgeous waterfront views and as the primary anchor of the Biscayne corridors entertainment district, and boasts a dynamic and diverse consumer base. The AmericanAirlines Arena is not only home to the NBA’s Miami HEAT, but as Latin Music Capital of the World, it regularly hosts the biggest names in Latin music as well as acts from around the globe making it a huge consumer draw and a valuable marketing and brand building asset for a wide variety of corporate partners. 

The Miami HEAT is proud to welcome Assist-Card as the Presenting Sponsor for the 2010-11 season.