About The Author

Terry Lefton

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

Featured Story

Audi Of America Becomes MLS' Official Auto Sponsor In Four-Year Deal

Published in SportsBusiness Daily on 03 / 04 / 15

Audi of America has signed a four-year deal with MLS, making it the league's official auto sponsor and presenting sponsor of the playoffs. A source described the deal as one of the largest in MLS history and Audi's largest U.S. sports marketing expenditure. The sponsorship includes a national TV pac...

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Tags: Marketing and Sponsorship, MLS, Audi

More Stories by this Author

10/27/14
SportsBusiness Daily: Chime Acquires SJX Partners

Sponsorship consulting and sales agency SJX Partners of New Canaan, Conn., has been acquired by Chime Communications, the London-based marketing services and agency holding company. Chime comprises more than 50 companies and 1,700 employees. SJX, which has 14 employees, will become part of ...

10/27/14
SportsBusiness Daily: NHL Hosting "Innovation Day" In San Jose

The NHL is holding an “Innovation Day” meeting today at SAP Center to demonstrate and test some cutting-edge technology the league hopes to have on ice some day. NHL COO John Collins said that around 50 people will attend the briefings and demonstrations, including NHL rights holders N ...

10/27/14
SportsBusiness Journal: The Lefton Report: ANA conference

C ause or “purpose marketing,” along with the explosion of marketing driven by big data, dominated discussions at the Association of National Advertisers ’ annual conference here, which attracted a record crowd of more than 2,80 ...

Tags: Marketing and Sponsorship

10/27/14
SportsBusiness Journal: Stealth SME adds GlobalWorks

Stealth SME, a marketing and athlete representation firm recently created through a six-agency rollup, has brought on additional capabilities. GlobalWorks, a 15-year-old New York City-based multicultural marketing agency, has been added to the firm in what Stealth partner John Cimperman termed &l ...

Tags: Labor and Agents

10/27/14
SportsBusiness Journal: NYC race sponsors sprint to line

New York City Marathon sponsors are finalizing activation plans for Sunday’s race, with the integration of new title sponsor Tata Consultancy Services a principal concern, since it is entirely a business-to-business play. “We’re part of the largest industrial conglomerate in Ind ...

Tags: Marketing and Sponsorship

10/23/14
SportsBusiness Daily: Nivea Men Signs As FXFL Sponsor

The fledgling Fall Experimental Football League has signed Nivea Men as its presenting sponsor. Nivea Men joins apparel/supplier adidas as the developmental league’s initial corporate patrons in what the FXFL was calling a multiyear deal. The four-team league, which is playing a six-week sched ...

Tags: Marketing and Sponsorship

10/23/14
SportsBusiness Daily: FXFL Signs Nivea Men As Sponsor

The fledgling Fall Experimental Football League (FXFL) has signed a presenting sponsor. Nivea Men joins apparel supplier adidas as the developmental league’s initial corporate patrons in what the first-year league was calling a multi-year deal. Nivea Men will have its name within three circul ...

10/20/14
SportsBusiness Journal: AutoTrader.com renews with NBA

AutoTrader.com has renewed its sponsorship ties with the NBA, a deal that, as usual, includes a large buy on league rights holder TNT. {podcast} SBJ Podcast: NBA writer John Lombardo and Assistant Managing Editor Tom Stinson discuss how the Cavs are handling LeBron James' return from a bu ...

Tags: Marketing and Sponsorship

10/20/14
SportsBusiness Journal: King out to make Adidas swift of foot

It seems peculiar for a man who fell in love with golf as a kid and then spent his life on the business side of the sport, but new Adidas North America President Mark King is a speed demon. Speed from concept to design; swiftness from design board to product model; quickness from model to production ...

Tags: Marketing and Sponsorship

10/20/14
SportsBusiness Journal: Another win for merch sales?

Editor’s note: This story is revised from the print edition. Unremittingly expanding offshore sales and continued buoyancy in video games have NBA licensing officials forecasting a second consecutive record sales year. Take-Two’s “NBA 2K14” was the league’s to ...

Tags: In-Depth, NBA Season Preview

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