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

09/22/14
SportsBusiness Journal: Rebrand conveys MLS’s confidence

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 ...

Tags: Leagues and Governing Bodies

09/22/14
SportsBusiness Journal: Harman deal breaks more ground for NBA

Last week’s deal between audio giant Harman and the NBA is the latest in a rush of new sponsorship opportunities for the league’s 30 teams under NBA Commissioner Adam Silver. The four-year league sponsorship deal announced on Sept. 17 makes Harman the official headphone, speaker and a ...

Tags: Marketing and Sponsorship

09/22/14
SportsBusiness Journal: The Lefton Report

L ooking to boost viewership and awareness of its live broadcasts Nov. 10 and 11 on ESPN, the World Series of Poker has engineered what could be termed a full house tune-in promotion splashed across more than 20 million bags of Frito-Lay ’ ...

Tags: Marketing and Sponsorship

09/18/14
SportsBusiness Daily: Fanatics Lands NASCAR's At-Track Merch Sales

Leading online sports retailer Fanatics has quietly won a shootout to manage trackside merchandise sales at NASCAR races for the next 10 years. Sources said that Fanatics, NASCAR's e-commerce provider since '03, beat out Legends and Aramark in securing the rights to NASCAR's "Souvenir Row." Motorspo ...

Tags: Marketing and Sponsorship, NASCAR

09/18/14
SportsBusiness Daily: MLS Unveils New Adaptable League Logo

As it approaches its 20th season next year, MLS is introducing a new logo and identity system that it is hoping will express its belief in a limitless future for pro soccer in the U.S. Unveiled today in N.Y., the MLS crest is an amalgam of European tradition and modern design that utilizes red ...

Tags: Leagues and Governing Bodies, MLS

09/17/14
SportsBusiness Daily: Harman Announces NBA Sponsorship Deal

Audio giant Harman  today is announcing a four-year NBA league sponsorship deal at its flagship store in Midtown Manhattan. Under the deal, Harman becomes the official headphone, speaker, and audio partner of the NBA. The deal includes rights for the NBA, WNBA, D-League and USA Basketball, whi ...

Tags: Marketing and Sponsorship, NBA

09/17/14
SportsBusiness Daily: Harman To Announce NBA Sponsorship

Audio conglomerate Harman this afternoon will announce a sponsorship deal with the NBA for its JBL brand at the Harman flagship store in midtown Manhattan. Under the deal, Harman becomes the official headphone, speaker, and audio partner of the NBA. Marketing wars in the $2.3B personal headphone cat ...

09/15/14
SportsBusiness Journal: Poll: Millennials already distrusted NFL

Even before the Ray Rice domestic abuse case ascended to the top of America’s news consciousness, one market researcher had data that he says shows the image of the NFL has already started to erode. {podcast} SBJ Podcast: NFL writer Daniel Kaplan and Executive Editor Abraham Madkour ...

Tags: Leagues and Governing Bodies

09/08/14
SportsBusiness Journal: Pepsi skips TV kickoff for digital

Pepsi, one of the NFL’s biggest corporate sponsors, is kicking off its NFL campaign without football-themed TV ads for the first time in memory. Instead of the usual kickoff TV campaign with NFL stars, Pepsi is relying on an expanded Web presence. ...

Tags: Marketing and Sponsorship

09/08/14
SportsBusiness Journal: The Lefton Report

D espite the arresting fact that none of the last eight Super Bowl winners have won a playoff game the season following their championship run, most NFL prognosticators are wondering if anyone can challenge the Seattle Seahawks’ NFL dominan ...

Tags: Marketing and Sponsorship

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