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Terry Lefton

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

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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

01/11/16
SportsBusiness Journal: The Lefton Report: 2016 challenges

A cross the sports and experiential agency landscape, 2016 starts with a feeling of extended holiday cheer. Last year, agencies benefited from swelled marketing budgets and enough consumer confidence that new car sales established a record, sur ...

Tags: Marketing and Sponsorship

01/11/16
SportsBusiness Journal: Yale to sign $16M deal with Under Armour

How much is a 10-year, head-to-toe apparel deal with Yale University worth? Around $16 million to Under Armour, which is expected to announce a decade-long hookup with the institution this week. Under Armour will design and su ...

Tags: Colleges

01/11/16
SportsBusiness Journal: Plugged In: Dan Levy

Dan Levy started his career representing female athletes in 1999, when he was the agent to Women’s World Cup and Olympic gold-medal winner Mia Hamm. Today, as head of Olympics and women’s sports for Wasserman Media Group, he represents seven members of the U.S. women’s national so ...

Tags: People and Pop Culture

01/08/16
SportsBusiness Daily: Wild Card Teams Finalizing Sponsor Activation

NFL teams hosting Wild Card playoff games this weekend are finalizing activation plans. In Cincinnati, where the Bengals host the Steelers on Saturday night, Fifth Third Bank is the gameday sponsor and is supporting with the distribution of logoed “Brandanas." Those can be fashioned by fa ...

Tags: Marketing and Sponsorship, Cincinnati Bengals, Minnesota Vikings, Houston Texans, Washington Redskins

01/04/16
SportsBusiness Daily: State Farm Officially Extends NBA Deal

State Farm officially has extended its status as an NBA league sponsor for an additional six years, including this season. The league is expected to announce the agreement later today. The renewal adds USA Basketball and NBA D-League rights for the first time, along with integration in the new NBA S ...

Tags: Marketing and Sponsorship, NBA, State Farm

01/04/16
SportsBusiness Journal: The Lefton Report: Mainstream UFC

F or all of the UFC’s growth in recent years, the leading MMA circuit still lacks sponsors in some of the biggest consumer categories. Anheuser-Busc h has been a corporate patron since 2008, and Reebok has built much of its repositioning ...

Tags: Marketing and Sponsorship

12/23/15
SportsBusiness Daily: Sponsors Lining Up For Xmas Games

NBA sponsors are finalizing activation for the quintet of NBA games televised on Christmas Day. Harman and Tissot will debut their initial NBA-themed TV ads, while State Farm, which renewed its NBA sponsorship earlier this year, will also have new spots. Nike will extend its “Bring Your Game&r ...

12/22/15
SportsBusiness Daily: MLB Hires Charles Hill

MLB has hired Charles Hill as the Managing Dir of MLB Europe, Middle East & Africa. Hill will be based in MLB’s London office and oversee media sales, licensing, sponsorship, special events, and relationships with local baseball federations in those regions. Prior to joining MLB, Hill s ...

12/17/15
SportsBusiness Daily: Jets Line Up Five-Day Cruise

The NFL Jets are partnering with Celebrity Cruises and CruisesOnly.com for a five-day cruise in March. Pricing ranges from $899-1,299 per person. Sponsors include Corona and CruisesOnly.com. The cruise will depart from Port Everglades on March 19 and travel to Key West and Cozumel. Jets players an ...

12/17/15
SportsBusiness Daily: Panini, NFL Sign Long-Term Deal

Panini has signed a long-term contract securing the company exclusive trading-card and sticker rights with the NFL. The deal is a landmark of sorts, since it now means the trading-card business has reached the point where each of the big stick-and-ball leagues has exclusive trading-card deals. At i ...

Tags: Marketing and Sponsorship, NFL, Panini

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