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

07/14/14
SportsBusiness Journal: Licensees bullish on sales

At 18,000 square feet, the MLB Clubhouse Store at this year’s All-Star Game FanFest is easily the largest ever. The expectations of MLB licensing chief Howard Smith are also sizable. “I’d be disappointed if we didn’t set records, because the amount of product and its quali ...

Tags: In-Depth

07/14/14
SportsBusiness Journal: Sponsor activation game plan

Major League Baseball’s corporate partners are involved in a bevy of activities around the All-Star Game in Minneapolis. Thirteen MLB corporate sponsors are advertising during the Fox All-Star Game telecast: Anheuser-Busch, Pepsi, Gatorade, T-Mobile, Nike, Gillette, Head & Shoulders, Ch ...

Tags: In-Depth

07/14/14
SportsBusiness Journal: Out of the park art

So many times, there are disputes about the origins of an idea or program, even when you speak to those involved from the start. Such is the case with the Statues on Parade program. Each MLB All-Star Game, the program places around the host city more than 30 5-foot-tall statues of an important lo ...

Tags: In-Depth

07/14/14
SportsBusiness Journal: Volleyball World Series hits Long Beach

Five years after stepping down as AVP commissioner, Leonard Armato seems to still be the heavily factionalized sport’s best hope for commercial viability. Starting next week, Armato is again presenting the only beach volleyball tournament ...

Tags: Events and Attractions

07/14/14
SportsBusiness Journal: Derby goes the distance

This year, MLB’s annual Home Run Derby at the All-Star Game returns to Minnesota, where it began in 1985. In the nearly 30 years since its debut, memories of the Derby’s origins have become a bit clouded. The Home Run Derby is certainly a legacy of former MLB Commissioner Peter Ueberr ...

Tags: In-Depth

07/10/14
SportsBusiness Daily: MLB's 5K To Set Participation Record

MLB’s annual 5K run this weekend before the All-Star Game will easily break the record for participants. MLB CMO Jacqueline Parkes said Sunday's Color Run MLB All-Star 5K, presented by Nike, already has 25,000 people registered, with a few ...

07/08/14
SportsBusiness Daily: Seahawks Sign Three-Year Deal With Outerwall

The Seahawks have signed Outerwall to a three-year sponsorship deal valued annually in the low seven figures, a first for the Washington-based company that owns the Coinstar and Redbox kiosks. Under the deal, Outerwall, which changed its name from Coinstar Inc. a year ago, gets signage on the t ...

Tags: Marketing and Sponsorship, Seattle Seahawks, NFL

07/07/14
SportsBusiness Daily: BNY Mellon Debuts New Campaign With Montana

Wealth management specialist BNY Mellon breaks an ad with Pro Football HOFer Joe Montana today. The new ad, via TBWA/Chiat Day, casts Montana as a prototypical BNY Mellon prospective client, someone who has made money through expertise in their own area of expertise, but who is not necessarily ...

Tags: Marketing and Sponsorship, Bank of New York

07/07/14
SportsBusiness Daily: BNY Mellon Casts Joe Montana In Ad

Wealth management specialist BNY Mellon today breaks an ad with Pro Football HOFer Joe Montana . The new ad, via TBWA/Chiat/Day, casts Montana as a prototypical BNY Mellon prospective client, someone who has made money in their own area of expertise, but who is not necessarily as well-versed i ...

07/01/14
SportsBusiness Daily: Big World Cup Merch Sales On Fanatics.com

As interest in FIFA World Cup has heated up in the U.S. over the past few weeks, so has the country's appetite for World Cup licensed merchandise. Online retailer Fanatics.com reports that 10 times as much Team USA gear was sold on its site in the first two weeks of this World Cup compared to the '1 ...

Tags: Marketing and Sponsorship, FIFA World Cup

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