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

10/22/13
SportsBusiness Daily: MLB Sponsors Prep WS Activation Plans

MLB corporate sponsors are readying activation plans for the World Series, which opens tomorrow night at Fenway Park. Sponsored gate premiums include miniature American flags for Game 1, which will tie in with MLB corporate patron Bank of America’s “Express Your Thanks” cause-relat ...

Tags: Marketing and Sponsorship, Boston Red Sox, St. Louis Cardinals

10/22/13
SportsBusiness Daily: MLB To Break TV Spot Thanking Fans

MLB during the World Series will debut a TV spot thanking the record 74 million-plus fans who walked through turnstiles at its 30 parks during the '13 regular season. The creative is a mashup of MLB player highlights along with players interacting with fans, some even tipping their caps. The ...

10/21/13
SportsBusiness Journal: Silver ready for NBA's starring role

Editor's note: This story is revised from the print edition. After 20 years toiling at the elbow of NBA Commissioner David Stern, Adam Silver needed only minutes last spring to show that he’s ready to run the league. Silver listened as debate raged between NBA owners, a phalanx of la ...

Tags: In-Depth, NBA Season Preview

10/04/13
SportsBusiness Daily: Visa Breaking New NFL-Themed Spot

Longtime NFL corporate sponsor Visa is breaking another TV spot in support of its "My Football Fantasy" promotion, in which consumers are asked to submit their ultimate football experience, and possibly win it. The ad from BBDO shows fans doing a series of dances, which turn out to be inspired ...

10/04/13
SportsBusiness Daily: T-Mobile Backing World Series Trophy Tour

MLB sponsor T-Mobile is sponsoring a World Series trophy tour during the postseason. The trophy will tour various cities and make traffic-building visits to various T-Mobile stores. Accompanying the trophy from Tiffany will be various retired postseason heroes, including Jack Morris , Ron Darling ...

10/02/13
SportsBusiness Daily: IT Company TCS To Title Sponsor N.Y. Marathon

N.Y. Road Runners has a new title sponsor for its flagship N.Y. Marathon that will also support its other top-tier events. IT services and consulting giant Tata Consultancy Services (TCS) has signed on as a top-level sponsor with NYRR in an eight-year deal that sources pegged at around $100M. NYRR ...

Tags: Marketing and Sponsorship

10/01/13
SportsBusiness Daily: NBC Seeing Solid Ad Sales For Its NHL Package

The NHL opens its national schedule of more than 100 games on the NBC networks tonight with the defending Stanley Cup champion Blackhawks raising their banner before playing the Capitals on NBCSN. Last year at this time, a lockout which eventually reduced the NHL regular season from 82 to 48 games w ...

Tags: NBC, NHL, NHL Season Preview

09/30/13
SportsBusiness Journal: Partnerships stand test of time

From Gillette and MLB to Kraft and the NHL, there are sports sponsorships that are as enduring as Mount Rushmore. Marketers share the secrets of what makes those partnerships last.

Tags: In-Depth

09/27/13
SportsBusiness Daily: SNY Launches New Ad Campaign

SportsNet N.Y. calls out ESPN in a new brand campaign designed to draw attention to "Geico SportsNite," the RSN's local answer to "SportsCenter." The campaign, from Spork, N.Y., breaks next week. It includes four animated TV ads tweaking the "paltry local coverage of the worldwide leader." Past ads ...

Tags: Marketing and Sponsorship

09/25/13
SportsBusiness Daily: SFIA Kicks Off Leaders Summit

The Sports & Fitness Industry Association's inaugural "Industry Leaders Summit" begins this morning at the Four Seasons Hotel in Baltimore before a capacity crowd. Speakers and panelists for the two-day event, organized by the former Sporting Goods Manufacturers Association, include Under Armour ...

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