Columbia Sportswear President and CEO Tim Boyle headlines this weekend's edition of Sports Business Radio. I've wanted to have Boyle on the show for a while so it will be good to have the opportunity to speak with him. In addition to discussing the overall business of Columbia Sportswear, I'm interested in hearing his thoughts about why he chose to sponsor Team High Road in the Tour De France. The race has certainly taken a fall from the prestige it once held after numerous doping allegations and it will be interesting to get Boyle's thoughts on why he chose this race as a vehicle to promote his brand.

Team High Road has performed beautifully thus far though and Columbia Sportswear has gotten a lot of nice exposure.

I'll also ask Tim about the unique relationship he has with his mother Gert. The two have been featured in a series of clever, award-winning ads and they make a great tandem when it comes to overseeing the billion dollar business Columbia Sportswear has become.

Also on this weekend's edition of SBR, we'll chat with Paul Swangard from the Warsaw Sports Marketing Center at the University of Oregon. We'll specifically talk about the MLB All-Star game and how Fox did with the six extra innings of ads they ran because the game was the longest in MLB All-Star history. And we'll discuss InBev's $52M takeover of Anheuser-Busch and what that may mean for sports sponsorships in the future. A-B spent $218M last year on sports sponsorships.

Catch us on our nationwide radio network or on Sunday from 3pm - 5pm on 95.5FM The Game in Portland. You can always catch us ON DEMAND via podcast here.

Enjoy your weekend.