About The Author

Terry Lefton

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

Featured Story

Hublot, Three Japanese Companies Sign As Global Sponsors For World Baseball Classic

Published in SportsBusiness Daily on 02 / 23 / 17

Swiss watch brand Hublot, along with a trio of Japanese companies -- video game producer GungHo Online Entertainment, logistics specialist Nippon Express and financial services giant Nomura Securities -- are in as global sponsors of the World Baseball Classic, which begins March 6. As top-tier spons...

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Tags: Marketing and Sponsorship, MLB

More Stories by this Author

04/04/16
SportsBusiness Journal: Majestic campaign seeks youthful ties

For the new baseball season, longtime MLB jersey rights holder Majestic is introducing its most aggressive marketing campaign in years behind its Cool Base jersey, which had a record sales increase of more than 50 percent last year. ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: Majestic sale could draw UA, Fanatics

In announcing recently that it would “seek strategic alternatives” for its licensed sports apparel, parent VF Corp. did everything but affix a “For Sale” sign to the front of Majestic Athletic headquarters. While few would comment on the record, the talk across the sports ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: The Lefton Report: Big Papi farewell

D avid “Big Papi” Ortiz ’s final MLB season is being feted by a bevy of brands running both national and New England marketing campaigns. Ortiz, a prominent member of the 2004 team that won the Boston Red Sox’s first World ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: Forty Under 40: Christopher Halpin

BILL MADIGAN / NFL Sports is the ultimate who-you-know business; sports licensing is even more so. So when the NFL moved in Christopher Halpin, an executive with a private equity background, to head its consumer products business, eyebrows were raised. Halpin, who’d ...

Tags: Forty Under 40

04/04/16
SportsBusiness Journal: Emojis join marketing conversation

With a generation unable or unwilling to send a text without including emojis, marketers are sensing opportunity and beginning to move in. Forrester Research says more than 6 billion text messages are sent daily in the U.S. With that sort of scale, the question becomes, is there a business in emo ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: Forty Under 40: Kevin McSherry

CHRISTINA HONDROMIHALIS Kevin McSherry joins the ranks of Forty Under 40 this year, but his ties to the program run deep, as he broke into the business under a past honoree. That start, 13 years ago, came with an entry-level job at IMG assisting former IMG Consulting chief Dav ...

Tags: Forty Under 40

04/04/16
SportsBusiness Journal: Forty Under 40: Patrick Kraft

COURTESY OF TEMPLE UNIVERSITY Patrick Kraft walked on and eventually earned a scholarship playing football at Indiana University, but as befits one of the youngest Division I athletic directors in America, it was also during his undergraduate years that he got hooked on the co ...

Tags: Forty Under 40

04/04/16
SportsBusiness Journal: Scotts renews deal with MLB

Scotts renewed its MLB sponsorship rights in what sources said was a three-year deal. Scotts will continue to sponsor MLB’s grassroots Pitch, Hit and Run youth skills competition, moving from presenting sponsor to title sponsor. Kansas City Royals first baseman Eric Hosmer, a finalist in Pi ...

Tags: Marketing and Sponsorship

03/31/16
SportsBusiness Daily: New MLB Promos Highlight Young Stars

Three new MLB promos highlighting the league’s top young stars debut today. There eventually will be 10 spots as part of the second iteration of the #THIS campaign from MLB and Anomaly, its creative agency. The spots include one highlighting the World Series champion Royals as f ...

Tags: Marketing and Sponsorship, MLB

03/29/16
SportsBusiness Daily: Scotts Renews MLB Deal For Three Years

Scotts has renewed its MLB sponsorship rights, with what sources said was a three-year deal. Under the new pact, Scotts continues to sponsor the league's grassroots Pitch, Hit & Run youth skills competition, moving from the presenting sponsor to the title sponsor of the event. Royals 1B Eric Hos ...

Tags: Marketing and Sponsorship, MLB

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