About The Author

Terry Lefton

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

Featured Story

Silver’s column an effort to clarify NBA stance

Published in SportsBusiness Journal on 11 / 24 / 14

NBA Commissioner Adam Silver’s jolting opinion piece in The New York Times pushing for more legalized sports betting was the result of the league being asked to clarify its views related to the continuing New Jersey sports gambling lawsuit. According to an industry source, Silver wrote the ...

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Tags: Leagues and Governing Bodies

More Stories by this Author

05/05/14
SportsBusiness Journal: Sponsors draft stars, contests

A high of 24 league sponsors are activating behind this week’s NFL draft, which begins Thursday. Bud Light will provide contest winners from each team with a VIP draft experience. ...

Tags: Marketing and Sponsorship

05/05/14
SportsBusiness Journal: Lagardère landing a Haymaker

Looking to augment its corporate consulting practice in the United States, Lagardère Unlimited has hired the leadership group within Haymaker, the 9-year-old sports and entertainment marketing practice of The Richards Group ad agency. Jay Danzi, senior vice president at Lagardère, w ...

Tags: Marketing and Sponsorship

04/28/14
SportsBusiness Daily: Panini Signs Draft Prospect Johnny Manziel

Panini has signed projected first-round NFL Draft pick Johnny Manziel to a marketing agreement covering both trading cards and signed memorabilia. The former Heisman Trophy winner will exclusively sign memorabilia to be sold by Panini. His first trading card for Panini will be for the Score set in l ...

04/24/14
SportsBusiness Daily: Kobe, Luck In New Panini WC Sticker Campaign

Lakers G Kobe Bryant and Colts QB Andrew Luck reveal their soccer affinity in a series of viral videos from Panini America backing its FIFA World Cup sticker collection. The spots are dubbed "Who Do You Collect?" and were developed with agency Conscious-Minds, Pasadena, and shot at StubHub Cent ...

Tags: Marketing and Sponsorship, Panini

04/14/14
SportsBusiness Journal: Stanley Cup will be everywhere

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

Tags: Marketing and Sponsorship

04/14/14
SportsBusiness Journal: Castrol renews deals with NFL, Peterson

BP’s Castrol motor oil brand has renewed its NFL corporate sponsorship and also its agreement with Minnesota Vikings running back Adrian Peterson, the brand’s top NFL endorser. Castrol, an NFL sponsor since 2011, renewed for an additional three years. ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Daily: Dante Exum Signs Deal With Panini

Consensus NBA lottery pick Dante Exum has signed an exclusive trading-card deal with Panini, the NBA's sole trading-card licensee. The 18-year-old Exum, a member of the Australian national team, will be featured on packaging, participate in social media and marketing initiatives and sign memorabilia ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Journal: Category making some noise

Large sports properties have cashed in for years from the ultra-competitive battle for market share in the soft drink, athletic footwear and fast-food markets. Well, get ready for the headphone wars. On top of Bose recently signing a four-year deal with the NFL that grants it sideline rights in ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Journal: Still tasty after 23 years

Amid the abundance of corporate parties at every Super Bowl, the annual Taste of the NFL benefit is like a safe harbor in a hurricane. Set against the backdrop of commercial excess, and Super Bowl-eve fetes from Playboy, Maxim and others not necessarily renowned for philanthropy, the “Party Wi ...

Tags: In-Depth

04/02/14
SportsBusiness Daily: Teddy Bridgewater Inks Deal With Panini

Projected first-round NFL Draft pick Teddy Bridgewater has signed a deal with Panini, which will sell autographed versions of his trading cards. Bridgewater’s first card will be in the '14 Score product, which will  be available in June for $1.99 per pack or $48 a box. Bridgewater also ...

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