About The Author

Terry Lefton

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

Featured Story

‘We’re talking to our partners every day’

Published in SportsBusiness Journal on 09 / 29 / 14

When the NFL’s domestic violence crisis became front-page news, corporate sponsors of the league, particularly the publicly traded companies, began applying pressure with the unusual step of taking the league to task publicly. That put the league’s top sales executive inside the controv...

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Tags: Leagues and Governing Bodies, Marketing and Sponsorship

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01/24/14
SportsBusiness Daily: New Big East Ad Campaign Reaches Into The Past

The new Big East Conference is launching an ad campaign that recalls memorable moments from the old iteration of the league. The marketing effort, to be played across the conference's TV assets as well as with print, digital, e-mail, social media and in-arena ads, comes roughly six weeks before ...

Tags: Marketing and Sponsorship

01/20/14
SportsBusiness Journal: Under Armour goes big in Grand Central

NFL licensee Under Armour is embarking on its most ambitious Super Bowl marketing effort to date, mounting a 12,000-square-foot “immersive brand experience” within New York’s Grand Central Terminal Thursday to Sunday of Super Bowl week. Grand Central Terminal management conten ...

Tags: Super Bowl

01/15/14
SportsBusiness Daily: NBA Fetes Heat, Warriors For Merch Sales

As part of its annual Team Retail Summit, the NBA has named the Warriors and the Heat co-winners of the '12-13 team retailer of the year. The awards follow a season during which the league set new highs in licensed merchandise sales. It is the first time in its history that the award has been given ...

01/13/14
SportsBusiness Journal: Harman plugs into Super Bowl

Harman Corp.’s stable of audio brands, which include JBL, Harman/Kardon and Infinity, are using Super Bowl XLVIII as a way to further push into music and entertainment marketing. With so many consumer brands adding layers of music and entertainment to their sports portfolios, new Harman CM ...

Tags: Super Bowl

01/13/14
SportsBusiness Journal: Licensing show starts this week

The Sports Licensing and Tailgate Show, the industry’s sole remaining licensing exhibition, opens this week in Las Vegas with 50 new exhibitors out of about 350 total, which will be spread over 64,000 square feet in the Las Vegas Convention Center Thursday through Saturday. Emerald Expositi ...

Tags: Marketing and Sponsorship

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

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