About The Author

Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

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

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

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

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

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

SportsBusiness Daily: Barclays Center Honors Sponsors

Barclays Center handed out accolades to its top sponsor activators today at a partner summit held on the floor of the nine-month-old Brooklyn arena. Nike took honors for the best integration for a campaign behind the 30th anniversary of its popular Air Force One shoe. Nike promoted the December laun ...

SportsBusiness Journal: ESPN near deal to keep Little League

ESPN is closing in on an eight-year extension with Little League Baseball that will continue a 50-year relationship that the youth sports organization began with ABC in 1963. The deal is not complete, but both sides have reached broad agreement on most terms that will see ESPN pick up all TV and ...

Tags: Media

SportsBusiness Journal: USAA signs deal with RGIII

USAA, the insurance brand that serves military members and their families, has signed Washington Redskins quarterback Robert Griffin III to an endorsement deal. Griffin, whose parents were in the Army, is the first active NFL player signed by USAA, which is in its third year of a four-year NFL l ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Fighting Irish fragrance? Makes scents

Putting a new twist to “Irish spring,” the Cloudbreak Group, New York, will roll out a Notre Dame-licensed fragrance for the next college football season. The firm, which made the New York Yankees scent a $10 million-plus retail brand since it was introduced last spring, will introduce t ...

Tags: Colleges

SportsBusiness Daily: Alex Woo To Debut MLB-Licensed Jewelry

Designer Alex Woo, a new MLB licensee, will debut a line of women’s "high-end, luxury jewelry" tonight in an event at the MLB Fan Cave in N.Y. The first products available will be "little MLB icon" necklaces, with team logos. Products will be available in sterling silver, 14K gold and white go ...

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