About The Author

Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

10/30/13
SportsBusiness Daily: Diageo Close To Sponsorship With NBA

Spirits marketer Diageo is close to taking the wraps off a multiyear sponsorship deal with the NBA. Specific brands being leveraged have yet to be named. Last night’s TNT broadcast of Bulls-Heat had a variety of spirits commercials, including ads for Diageo’s Ciroc Amaretto, a flavored v ...

Tags: Marketing and Sponsorship, NBA

10/28/13
SportsBusiness Journal: New creative for NBA’s opening night

The NBA goes into the 2013-14 season with a number of sponsors rolling out activations and unveiling new creative. While league partners have traditionally debuted ads on the NBA’s Christmas Day games, they are more than ever rolling out new ones this week. Kia is taking over sponsorshi ...

Tags: Marketing and Sponsorship

10/28/13
SportsBusiness Journal: Samsung near deal with NBA

With the NBA season tipping off this week, Samsung is close to completing a major sponsorship deal with the league that will include rights across the company’s line of smartphones, tablets, televisions, Blu-ray players and streaming video boxes. The multiyear deal encompasses the United St ...

Tags: Marketing and Sponsorship

10/28/13
SportsBusiness Journal: RSL signs one of top MLS jersey deals

In a deal completed in just over a month, MLS’s Real Salt Lake has signed LifeVantage as its new jersey sponsor. While Salt Lake City is one the smallest markets in MLS, the deal is one of the league’s largest, as MLS sources put it at $30 million over 10 years. That’s about $1 ...

Tags: Franchises

10/28/13
SportsBusiness Journal: AT&T naming deal years in the making

Getting AT&T’s name on the home of the Dallas Cowboys may have been the longest sales process of any naming-rights deal, taking more than six years. Years before the Cowboys’ $1.2 billion stadium opened in 2009, team officials were pitching AT&T. “We were knocking on th ...

Tags: Franchises

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 ...

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