About The Author

Terry Lefton

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

Featured Story

NFL near signing Nationwide as sponsor

Published in SportsBusiness Journal on 07 / 28 / 14

The NFL is close to adding Nationwide Insurance to a category in which it already has a sponsor, allowing it to extract more money from a hypercompetitive category.

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Tags: Marketing and Sponsorship

More Stories by this Author

07/15/13
SportsBusiness Journal: What's next for Broadway?

Recalling a memorable sports film is about as easy as buying a movie ticket. From “Pride of the Yankees” (1942) and “The Hustler” (1961) to those of more recent vintage, like “Slap Shot” (1977) and “The Blind Side” (2009), there have been dozens of ind ...

Tags: In-Depth

07/15/13
SportsBusiness Journal: A story worth a million

Hollywood producer Mark Ciardi’s credits include inspirational sports films such as “Miracle,” “Invincible” and “The Rookie.’’ Ciardi’s career as a pitcher plateaued after four appearances with the Milwaukee Brewers in 1987, so he’s familia ...

Tags: In-Depth

07/15/13
SportsBusiness Journal: New Era, Yankees sign marketing deal

MLB on-field headwear rights holder New Era has gone deep with the league’s top-selling team, quietly signing an eight-year marketing agreement with the New York Yankees. One well-placed MLB source pegged the deal’s value at $20 million over the term and said it includes a host of ma ...

Tags: Marketing and Sponsorship

07/12/13
SportsBusiness Daily: Modell's Selling Merch At Concert

Official MLB All-Star Game retailer Modell’s will be in the unusual position of selling merchandise at a concert in N.Y. on Saturday night. As part of its All-Star Game rights, Modell’s will sell in and around the Great Lawn in Central Park, where a concert to benefit Hurricane Sand ...

07/12/13
SportsBusiness Daily: "42" Screening At Dodger Stadium

As a prelude to the July 16 Warner Home Video DVD launch for the Jackie Robinson movie “42,” the Dodgers are showing the film at Dodger Stadium after Saturday’s game against the Rockies. Prior to the screening of the film, which has grossed nearly $100M since its release in April ...

07/11/13
SportsBusiness Daily: T-Mobile Promoting New Initiatives Around ASG

In its first year as an MLB corporate sponsor, T-Mobile is using next week's All-Star Game and associated events to help launch a series of technology, pricing and packaging initiatives that the company is calling "Our Boldest Moves Yet." Announced yesterday in N.Y. by senior T-Mobile execs wa ...

Tags: Marketing and Sponsorship, MLB

07/11/13
SportsBusiness Daily: Head & Shoulders Offers Donation During ASG

Third-year MLB sponsor Head & Shoulders is continuing its “Season of the Whiff” marketing campaign with a strikeout stunt during Tuesday’s MLB All-Star Game. As an in-game enhancement supporting its Head & Shoulders with Old Spice extension, the brand is offering a $1M ...

Tags: Marketing and Sponsorship, MLB, Procter and Gamble

07/01/13
SportsBusiness Journal: Former NHL executive Horne joins IMG

IMG has hired former NHL Enterprises President Ed Horne to the new position of senior vice president of the Americas in its corporate consulting division. Horne Horne, a past SportsBusiness Journal ...

Tags: Marketing and Sponsorship

07/01/13
SportsBusiness Journal: MLB sponsors go big at All-Star Game

Chevrolet and new MLB partner T-Mobile will be the most aggressive sponsor activators around the four days of MLB All-Star Game activities in New York City. Festivities begin July 13 with the All-Star 5K & Fun Run in Brooklyn’s Prospect Park, for which MLB is hoping for 10,000 runners. ...

Tags: Events and Attractions

06/27/13
SportsBusiness Daily: Panini Signs 12 Top NBA Draft Prospects

Panini America has signed a dozen likely first-round picks in tonight's NBA Draft. New to the fold for the league’s exclusive trading-card rightsholder are potential No. 1 overall pick, Kentucky C Nerlens Noel, along with fellow top prospects Kansas G Ben McLemore, Georgetown F Otto Porter Jr. ...

Tags: Marketing and Sponsorship, Panini, NBA

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