Like most male residents of the U.K, Anil Malhotra has adopted his local football (soccer to us Yanks) club as his own. But rooting for Cambridge United, which plays in one of England's lower divisions and has a modest marketing budget, isn't quite the same as being a fan of Manchester United, which is one of the most valuable sports franchises on the planet. However, as vice president of alliances and marketing for wireless content provider Bango, Malhotra is trying to put the two on somewhat more equal footing when it comes to reaching out to wireless users.
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