About The Author

Terry Lefton

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

Featured Story

FanDuel Signs Multiyear Sponsorship Deals With 15 NFL Teams

Published in SportsBusiness Daily on 04 / 22 / 15

Weeks after Disney/ESPN reached an industry-redefining advertising and equity agreement with daily fantasy site DraftKings worth hundreds of millions, rival FanDuel today will announce that it has signed exclusive multiyear sponsorships with 15 NFL teams (see chart below). Since Yahoo ha...

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More Stories by this Author

10/27/14
SportsBusiness Journal: The Lefton Report: ANA conference

C ause or “purpose marketing,” along with the explosion of marketing driven by big data, dominated discussions at the Association of National Advertisers ’ annual conference here, which attracted a record crowd of more than 2,80 ...

Tags: Marketing and Sponsorship

10/27/14
SportsBusiness Journal: Stealth SME adds GlobalWorks

Stealth SME, a marketing and athlete representation firm recently created through a six-agency rollup, has brought on additional capabilities. GlobalWorks, a 15-year-old New York City-based multicultural marketing agency, has been added to the firm in what Stealth partner John Cimperman termed &l ...

Tags: Labor and Agents

10/27/14
SportsBusiness Journal: NYC race sponsors sprint to line

New York City Marathon sponsors are finalizing activation plans for Sunday’s race, with the integration of new title sponsor Tata Consultancy Services a principal concern, since it is entirely a business-to-business play. “We’re part of the largest industrial conglomerate in Ind ...

Tags: Marketing and Sponsorship

10/23/14
SportsBusiness Daily: Nivea Men Signs As FXFL Sponsor

The fledgling Fall Experimental Football League has signed Nivea Men as its presenting sponsor. Nivea Men joins apparel/supplier adidas as the developmental league’s initial corporate patrons in what the FXFL was calling a multiyear deal. The four-team league, which is playing a six-week sched ...

Tags: Marketing and Sponsorship

10/23/14
SportsBusiness Daily: FXFL Signs Nivea Men As Sponsor

The fledgling Fall Experimental Football League (FXFL) has signed a presenting sponsor. Nivea Men joins apparel supplier adidas as the developmental league’s initial corporate patrons in what the first-year league was calling a multi-year deal. Nivea Men will have its name within three circul ...

10/20/14
SportsBusiness Journal: AutoTrader.com renews with NBA

AutoTrader.com has renewed its sponsorship ties with the NBA, a deal that, as usual, includes a large buy on league rights holder TNT. {podcast} SBJ Podcast: NBA writer John Lombardo and Assistant Managing Editor Tom Stinson discuss how the Cavs are handling LeBron James' return from a bu ...

Tags: Marketing and Sponsorship

10/20/14
SportsBusiness Journal: King out to make Adidas swift of foot

It seems peculiar for a man who fell in love with golf as a kid and then spent his life on the business side of the sport, but new Adidas North America President Mark King is a speed demon. Speed from concept to design; swiftness from design board to product model; quickness from model to production ...

Tags: Marketing and Sponsorship

10/20/14
SportsBusiness Journal: Another win for merch sales?

Editor’s note: This story is revised from the print edition. Unremittingly expanding offshore sales and continued buoyancy in video games have NBA licensing officials forecasting a second consecutive record sales year. Take-Two’s “NBA 2K14” was the league’s to ...

Tags: In-Depth, NBA Season Preview

10/20/14
SportsBusiness Journal: The Lefton Report: Austin in tune

S ki Austin was hired to work for NBA special events in 1989. There were less than a handful of people in the department and about the same number of annual events. Walkie-talkies were the only form of mobile communications; cellphones were an e ...

Tags: Marketing and Sponsorship

10/13/14
SportsBusiness Journal: The Lefton Report: Model evolves

I n what looks to easily be the best year for sports agencies since the recession, revenue concerns have been replaced by a number of other issues. A quick voyage across agency-land last week helped remind us of some of their larger concerns. F ...

Tags: Marketing and Sponsorship

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