About The Author

Terry Lefton

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

Featured Story

Sail The High Brees: Saints QB's Foundation Endorsing Carnival Cruise Lines

Published in SportsBusiness Daily on 10 / 19 / 17

Carnival Cruise Lines has signed a deal with Saints QB Drew Brees' foundation and will use him in a sweepstakes promotion offering a free cruise any time he and the Saints throw for more than 300 yards in a game this season. “Cruising brings people together and nothing unites the New Orleans ...

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Tags: Marketing and Sponsorship, Carnival

More Stories by this Author

02/13/17
SportsBusiness Journal: Brosnan set to lead PrimeSport

Seeking further credibility in the increasingly competitive VIP ticketing, travel and hospitality business, PrimeSport has hired Tim Brosnan, former MLB executive vice president of business, as its new executive chairman and acting CEO. Brosnan will be based in New York and head a company that ha ...

Tags: Events and Attractions

02/13/17
SportsBusiness Journal: Hospitality now includes ‘experiences’

The sports ticketing and experiential space has become a battlefield for private equity firms. On Location Experiences is owned by RedBird Capital Partners, Bruin Sports Capital and 32 Equity (the NFL’s venture capital arm) along with Jon Bon Jovi. PrimeSport has been majority owned by The ...

Tags: Events and Attractions

02/13/17
SportsBusiness Journal: Cause-based efforts went big in Houston

Super Bowl-related cause efforts upped their games in Houston. More than 750 attended the Giving Back Fund’s lavish annual Big Game Big Give gala, held at the estate of Michael and Lisa Holthouse, which this year added an after-dinner poker tournament and raised more than $1.3 million, acco ...

Tags: Events and Attractions

02/13/17
SportsBusiness Journal: Aramark closes the deal on NFL merch

While we don’t know who will compete in Super Bowl LII next year, we finally know who will be selling its licensed merchandise in Minneapolis, a collection which undoubtedly will include more outerwear than ever. Multiple sources in Housto ...

Tags: Events and Attractions

02/13/17
SportsBusiness Journal: What’s next for NFL?

After a season that saw television viewership drop by double digits, the NFL is looking at changing the advertising inventory around NFL games as one way to guarantee a rebound. The league is considering everything from rolling out fewer pods to using a play clock after touchdowns, which w ...

Tags: Leagues and Governing Bodies

02/08/17
SportsBusiness Daily: Patriots Super Bowl Merch Selling Fast

Multiple championships in quick succession do not normally produce strong licensed-product sales, but the early retail results for Patriots championship merchandise sales have been surprisingly positive. Data from Fanatics shows that since the end of Super Bowl LI, Patriots merch has been selling at ...

Tags: Marketing and Sponsorship, New Era, New England Patriots

02/06/17
SportsBusiness Journal: MLBers go to the canvas for Majestic

While basketball players are usually associated with playing in the paint, eight top MLB athletes do their best imitations of abstract expressionists like Jackson Pollock in a new campaign for longtime MLB jersey rights holder Majestic Athletic. In the latest iteration of the VF Corp. brand&rsquo ...

Tags: Marketing and Sponsorship

02/01/17
SportsBusiness Daily: Fournette Signs Exclusive Deal With Panini

Panini has signed former LSU RB Leonard Fournette to an exclusive autograph trading card and memorabilia deal. Fournette, who is projected as a top pick in the '17 NFL Draft, will appear on packaging and be featured in both Panini’s Collegiate and NFL trading cards. Fournette's first card wil ...

Tags: Marketing and Sponsorship, Panini

02/01/17
SportsBusiness Daily: Steiner Sports Signs Deal With Basketball HOF

The Basketball HOF has retained Steiner Sports as its first licensing agency of record. The HOF currently has a relatively small licensing program, with product available on site and online. Panini and Spalding are among the HOF's biggest licensees. Steiner will also assist in selling marketing and ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Daily: ESPN Signs Deal With IHRA Drag Racing

After losing the NHRA to Fox last year, ESPN signed a four-year revenue-sharing deal with a smaller drag racing outfit, the Int'l Hot Rod Association. The deal will put IHRA races and shoulder programming on ESPN’s digital platform, ESPN3, though IHRA execs say they hope some programming migra ...

Tags: Media, ESPN

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