About The Author

Terry Lefton

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

Featured Story

Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

02/05/16
SportsBusiness Daily: Paxton Lynch Signs Card Deal With Panini

Panini has signed Univ. of Memphis QB and projected NFL first-round pick Paxton Lynch to an autograph trading card agreement. Under the agreement, Lynch will appear on both Panini collegiate and NFL trading card packaging through the '16 season. Lynch also will appear in Panini’s digital tradi ...

Tags: Marketing and Sponsorship, Panini

02/05/16
SportsBusiness Daily: Top-Selling Item At NFL Experience Is A Bag

Aramark's 35,000-square-foot licensed NFL merchandise store at the NFL Experience in S.F. has more than 1,500 items, with prices as high as $49,999 for a 16-ounce gold "coin." However, the top-selling item at the "NFL Shop at Super Bowl, Presented by Visa" costs just $0.25, and nearly every customer ...

Tags: Marketing and Sponsorship, NFL

02/05/16
SportsBusiness Daily: Panini Signs Memphis QB Paxton Lynch

Lynch will appear on both Panini collegiate and NFL trading card packaging Panini has signed Univ. of Memphis QB and projected NFL first-round pick Paxton Lynch to an autograph trading card de ...

02/04/16
SportsBusiness Daily: Bridgestone Renews NFL Sponsorship

Bridgestone Tires, an NFL corporate sponsor since '07, has renewed its marketing rights with the league for an additional five years. Bridgestone VP/Consumer Marketing Phil Pacsi said that the NFL sponsorship has helped Bridgestone achieve increases in overall brand perception and purchase intent. " ...

Tags: Marketing and Sponsorship, NFL, Bridgestone

02/03/16
SportsBusiness Daily: Bridgestone Renews NFL Sponsorship

Bridgestone Tires, an NFL corporate sponsor since '07, has renewed its marketing rights with the league for an additional five years. Bridgestone VP/Consumer Marketing Phil Pacsi said that the NFL sponsorship has helped Bridgestone achieve increases in overall brand perception and purchase intent ...

02/01/16
SportsBusiness Journal: Retailers betting on Broncos

There is a unanimous choice among retailers as to which team will generate the most licensed merchandise sales if it wins Super Bowl 50: Denver. “Peyton Manning going for one last win is clearly the best story for sales,” said Milt Arenson, FMI president and CEO. “Broncos fans t ...

Tags: Super Bowl, Marketing and Sponsorship

02/01/16
SportsBusiness Journal: Merch sales expected to set record

It’s bigger and more posh than ever, and all the gold within should produce an unprecedented shimmer. Sure, it’s Super Bowl 50, so the same might be said of nearly everything tied to the championship this week in San Francisco. This year’s licensed-product area at the NFL Experi ...

Tags: Super Bowl, Marketing and Sponsorship

02/01/16
SportsBusiness Journal: Parties still crank it up

This will likely be the last year DirecTV will celebrate its brand at the Super Bowl. The AT&T acquisition has most betting that the DTV brand will disappear, but its 9-year-old party, which has grown from a beach bash on Miami Beach to a series of ticketed concerts this year, will undoubtedly l ...

Tags: Super Bowl, Events and Attractions

02/01/16
SportsBusiness Journal: No shortage of options for hospitality

The convergence of two potent forces — San Francisco’s reputation as one of America’s leading tourism destinations, and the NFL’s relentless hype around Super Bowl 50 — made this a goldmine for hospitality providers. ...

Tags: Super Bowl

02/01/16
SportsBusiness Journal: Sponsors go deep on activation

NFL corporate sponsors are once again attempting a near-impossible task: cutting through the barrage of marketing messages in a Super Bowl host city. Visa’s downtown San Francisco headquarters will be lit up nightly with dig ...

Tags: Super Bowl, Marketing and Sponsorship

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