About The Author

Terry Lefton

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

Featured Story

Candy Everybody Wants: Sports Sponsorships A Powerful Differentiator For Reese's

Published in SportsBusiness Daily on 05 / 28 / 15

In candy, the most impulse-driven consumer-products category, sports has been a powerful differentiator for Reese's. Beginning in '08, The Hershey Co. began with an NCAA rights deal. It has since multiplied that investment by adding sponsorships, including ESPN's "College GameDay" and the CFP. ...

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Tags: Brand Engagement Summit

More Stories by this Author

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I n what looks to easily be the best year for sports agencies since the recession, revenue concerns have been replaced by a number of other issues.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

10/10/14
SportsBusiness Daily: MLB Sponsor T-Mobile Leveraging Playoffs

Starting tonight, MLB sponsor T-Mobile is leveraging the MLB postseason with what it is calling “THE Biggest 7th Innings Stretch Ever #TheBig7th." Fans are being encouraged through MLB media to post "video selfies" of themselves singing "Take Me Out to the Ballgame." A mashup version o ...

10/06/14
SportsBusiness Journal: The Lefton Report: MLB doubleheader

W ith the postseason in full swing, Major League Baseball’s corporate partners are finalizing their activation efforts. This time of year is also important off the diamond, since it’s the first inning of MLB’s sales season. P ...

Tags: Marketing and Sponsorship

10/06/14
SportsBusiness Journal: Kings’ sponsors spending

How much is a Stanley Cup championship worth in sponsorship revenue? With more than $100 million worth of major partnership renewals and new sponsorships sold since June, when the Los Angeles Kings won their second NHL title in three years, the folks at AEG Global Partnerships have a good idea. B ...

Tags: Franchises

10/02/14
SportsBusiness Daily: A-B Sponsoring MLB Fan Cave Event

Longtime MLB sponsor Anheuser-Busch is helping the league open its divisional series today by sponsoring a postseason launch concert at 3:00pm ET at the MLB Fan Cave in N.Y. Noted DJ Steve Aoki will perform, and A-B will support its Budweiser brand's MLB sponsorship with product sampling and by di ...

09/29/14
SportsBusiness Journal: ‘Talking to our partners every day’

When the NFL’s domestic violence crisis became front-page news, corporate sponsors of the league, particularly the publicly traded companies, began applying pressure with the unusual step of taking the league to task publicly. That put the league’s top sales executive inside the controv ...

Tags: Leagues and Governing Bodies, Marketing and Sponsorship

09/29/14
SportsBusiness Journal: The Lefton Report

S uper Bowl halftime show sponsor Pepsi has shelved the announcement of the musical act for the NFL championship due to the NFL’s ongoing issues with domestic violence, we’re told by trusted industry sources. There is no sign Pepsi i ...

Tags: Marketing and Sponsorship

09/29/14
SportsBusiness Journal: Chobani pushes USOC deal through Tokyo

Chobani Greek Yogurt has renewed its U.S. Olympic Committee sponsorship, making it the first USOC corporate patron to publicly extend its rights through the 2020 Games in Tokyo. Chobani CMO Peter McGuinness said the Olympic connection since 2012 has been effective in securing incremental retail p ...

Tags: Olympics

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