About The Author

Terry Lefton

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

Featured Story

Rebrand conveys MLS’s confidence

Published in SportsBusiness Journal on 09 / 22 / 14

Seeking inspiration during a rebranding process that lasted more than a year, Major League Soccer marketers found it in the stands before a July 2013 Gold Cup game in Portland. Before a match in which the U.S. team beat Belize 6-1, some of the most ardent supporters of the U.S. national team erec...

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Tags: Leagues and Governing Bodies

More Stories by this Author

11/08/13
SportsBusiness Daily: Drew Brees To Star In Latest Visa NFL Ad

Saints QB Drew Brees on Sunday will be featured in the latest TV ad supporting NFL corporate sponsor Visa’s season-long “My Football Fantasy’’ promotion, in which fans submit NFL dream scenarios with hopes they will be fulfilled. Along with the spot from BBDO, which has a fan ...

Tags: Marketing and Sponsorship, Visa

11/07/13
SportsBusiness Daily: Jaguar To Make Super Bowl Advertising Debut

Jaguar this morning in N.Y. announced that it has bought Super Bowl advertising for the first time and will use it to help launch its F-Type Coupe. Jaguar said it purchased a 30-second spot in the second half of Fox' Feb. 2 broadcast of Super Bowl XLVIII and added its U.S. sales were up 36% this yea ...

Tags: Marketing and Sponsorship

11/04/13
SportsBusiness Daily: Warriors Hosting Partner Summit

Around 75 people representing 30 Bay Area-companies are expected at the Warriors' first-ever partner summit today at Oracle Arena in Oakland. Attendees will get a locker-room tour and hear a keynote from Warriors co-Owner Joe Lacob , along with presentations from Warriors President & COO Rick ...

11/04/13
SportsBusiness Journal: CSE builds relationships, business

There are agencies that thrive because the founder is well-connected from years in marketing, and there are agencies that succeed because of expertise in agency management or an early reputation for creative wizardry. Atlanta’s CSE can’t point to any of those as reasons for its succe ...

Tags: Marketing and Sponsorship

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

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