About The Author

Terry Lefton

Terry Lefton covers marketing, including sponsorships, licensing and merchandising, for SportsBusiness Journal/Daily.

Featured Story

NFL near signing Nationwide as sponsor

Published in SportsBusiness Journal on 07 / 28 / 14

The NFL is close to adding Nationwide Insurance to a category in which it already has a sponsor, allowing it to extract more money from a hypercompetitive category.

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Tags: Marketing and Sponsorship

More Stories by this Author

01/13/14
SportsBusiness Journal: If seats are tough, rooms aren't

Call it the NFL’s law of lodging: A hotel in the Super Bowl city is always tougher to find than a game ticket. It’s simple supply and demand. There are always more tickets than hotel rooms. Not so this year. With the Super Bowl being played in New Jersey, a mere dozen miles from ...

Tags: Super Bowl

01/13/14
SportsBusiness Journal: Legends get Super Bowl launch

The NFL Alumni group of former NFL players, coaches and executives is using this month’s Super Bowl lead-up to launch a Pro Football Legends marketing platform. The move comes as the group, which boasts 29 chapters and 4,000 members, moves beyond its longtime “Caring for Kids” caus ...

Tags: Marketing and Sponsorship

01/13/14
SportsBusiness Journal: Parties: Getting to 'wow'

For anyone involved in planning events and hospitality around Super Bowl XLVIII, it’s already been a long and arduous journey. DirecTV’s private Saturday night party, which usually has a guest list of around 6,000, takes a year of planning. Holding it in New York City required even mo ...

Tags: Super Bowl

01/10/14
SportsBusiness Daily: Yale, Harvard Take Hockey Rivalry To MSG

Defending NCAA men's hockey champion Yale faces Harvard on Saturday night in an unusual location for a neutral-site game: MSG. The Leverage Agency, N.Y., which is also the Ivy League's sponsorship agency of record, is owning, operating and promoting the game. "This has taken two to three years to p ...

Tags: Events and Attractions

01/03/14
SportsBusiness Daily: Sponsors Activating Around Wild Card Games

NFL team sponsors are readying activation plans around this weekend’s spate of Wild Card NFL Playoff games. In Philadelphia, where the Eagles on Saturday night are hosting the Saints in their first home playoff game since '11, team spo ...

Tags: Marketing and Sponsorship

01/02/14
SportsBusiness Daily: Baker Named Pro Football HOF President

Former AFL Commissioner David Baker is returning to the football world as the sixth President & Exec Dir of the Pro Football HOF. Baker will be based at the HOF in Canton, Ohio, and will begin his new job on Monday. Baker succeeds Stephen Parry , who is retiring after more than seven years. & ...

12/30/13
SportsBusiness Daily: NHL Expects Big Merch Sales For Winter Classic

NHL officials are optimistic that Wednesday’s Winter Classic will produce the most merchandise sales ever for the series. Stoking their optimism is a number of factors. Principally, there is the size of the crowd at Michigan’s "Big House." The game will be played in front of more than 1 ...

Tags: Marketing and Sponsorship, NHL

12/16/13
SportsBusiness Journal: DePaoli, Mets work for the weekend

The new head of business for the New York Mets thinks his fans want more weekend fun. Accordingly, a promotional calendar built around Friday, Saturday and Sunday games is one of the hallmarks of the new way Lou DePaoli, the Mets’ executive vice president and chief revenue officer, is marke ...

Tags: Franchises

12/12/13
SportsBusiness Daily: Steiner Activates Around "Bronx Bombers"

Steiner Sports is leveraging its position as the Yankees’ exclusive memorabilia company by tying into the Broadway production of "Bronx Bombers," which opens Jan. 10 at N.Y.'s Circle in the Square Theater. Steiner is mounting a display of Yankees memorabilia in the theater lobby that will incl ...

12/10/13
SportsBusiness Daily: USA Today Partners With QuintEvents

USA Today is lending its name to a hospitality venture though an agreement between the USA Today Sports Group and QuintEvents. Under the arrangement, USA Today will use assets within Gannett’s media properties to sell packages for top-shelf sports events, including the Super Bowl and Kentucky ...

Tags: Marketing and Sponsorship

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