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

12/09/13
SportsBusiness Daily: Steiner Sports Hosts Yankees Dinner

Around 650 people are paying $1,000-2,000 each for a dinner and Q&A managed by Steiner Sports and honoring the Yankees’ “Core 4” tonight at the Cipriani Wall Street in N.Y. Yankees corporate sponsor Delta is the lead sponsor and gets logo placement. The “Core 4” of ...

12/09/13
SportsBusiness Daily: NFL Launching "Homecoming" Effort

Beginning with tonight’s game in Chicago, the NFL is launching a "Homecoming" platform, designed to further unite fans with legacy players and their favorite teams. Kicking off with Mike Ditka’s number retirement during tonight’s game at Soldier Field, various retired NFLers w ...

12/05/13
SportsBusiness Daily: Panini America Inks Deal With E.J. Manuel

Panini America has signed Bills QB E.J. Manuel to a multiyear autograph and memorabilia deal. Manuel is scheduled to do a signing next week, after which autographed and game-worn items will be on sale on the company’s website. The agreement continues the expansion of the Panini Authentic di ...

12/05/13
SportsBusiness Daily: CHL Looking To Expand To 12-Team League

Months after buying itself from a longtime ownership group and naming a new commissioner, the Central Hockey League is putting out a "space available" sign, saying it will expand the 10-team league by two additional franchises next season. The CHL has retained W.B. Grimes’ Sports Advisory Grou ...

Tags: Leagues and Governing Bodies, CHL

12/03/13
SportsBusiness Daily: Sports Properties Report Cyber Monday Gains

Never underestimate the influence of television to propel the NFL’s businesses. The latest example of that powerful relationship comes from Cyber Monday sales results in which a New Era knit cap carrying the colors and logos of the Seahawks was the top-selling item on NFLShop.com. The Seahawks ...

12/02/13
SportsBusiness Journal: In MLB's licensing spotlight

After a fiscal year in which licensed sales were flat, MLB is looking to niche areas for growth. MLB consumer products chief Howard Smith said sales of Red Sox championship gear were comparable to the team’s last championship in 2007, getting the fiscal year off to a nice start. ...

Tags: Marketing and Sponsorship

12/02/13
SportsBusiness Journal: Milestone for March of Dimes event

The annual March of Dimes Sports Luncheon on Wednesday will celebrate its 30th anniversary, and over the years it has become the Super Bowl of charitable sports gatherings. Former CBS Sports President Neal Pilson helped start the luncheon and recalls raising around $100,000 in its first year. Thi ...

Tags: Events and Attractions

11/20/13
SportsBusiness Daily: Kia Sponsoring USA Today "Best Of" Sports Awards

Kia Motors has signed on as presenting sponsor of a USA Today promotion debuting later this week in which the Ad Meter platform will be employed to determine the “Best Of” across sports and sports culture. Fans can register online to be an Ad Meter panelist and help decide 15 of the ...

Tags: Marketing and Sponsorship, Kia Motors

11/18/13
SportsBusiness Journal: NASCAR sets terms for series

NASCAR is asking $12 million to $15 million a year for title sponsorship of its secondary series, which has been held by Nationwide Insurance since 2008. NASCAR’s asking price is a minimum 20 percent increase above the $10 million in rights fees that Nationwide now pays. The insurer is drop ...

Tags: Marketing and Sponsorship

11/14/13
SportsBusiness Daily: NFL, McDonald's Partnering On New Promo

The NFL this weekend is kicking off what is believed to be its first McDonald's Happy Meal premium promotion. The effort will be tied to the league's "NFL Rush Zone" animated property, which started online, and now airs on Nicktoons. Beginning this weekend, consumers buying Happy Meals at ...

Tags: Marketing and Sponsorship, McDonalds, NFL

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