About The Author

Terry Lefton

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

Featured Story

Audi Of America Becomes MLS' Official Auto Sponsor In Four-Year Deal

Published in SportsBusiness Daily on 03 / 04 / 15

Audi of America has signed a four-year deal with MLS, making it the league's official auto sponsor and presenting sponsor of the playoffs. A source described the deal as one of the largest in MLS history and Audi's largest U.S. sports marketing expenditure. The sponsorship includes a national TV pac...

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Tags: Marketing and Sponsorship, MLS, Audi

More Stories by this Author

01/26/15
SportsBusiness Journal: The Lefton Report: Licensees like repeat

S ince the Green Bay Packers have four Super Bowl titles and a national following, we went to the recent Sports Licensing and Tailgate Show in Las Vegas anticipating that the Cheese-heads would be the choice of the retailers and manufacturers who ...

Tags: Marketing and Sponsorship

01/26/15
SportsBusiness Journal: Sponsors vie for attention

The NFL’s largest corporate patrons are finalizing Super Bowl activation programs, with more in downtown Phoenix than in prior championship weeks in Arizona. “The downtown [Phoenix] infrastructure has expanded, so we’re taking advantage of that,” said Renie Anderson, NFL s ...

Tags: In-Depth, Super Bowl

01/26/15
SportsBusiness Journal: Russo forms boutique agency

Veteran sports and media marketer Chris Russo is looking to capitalize on the trends in media technology and finance in launching Fifth Generation Sports, a boutique agency with capabilities in marketing, research, digital and social media with access to investment capital. The name Fifth Genera ...

Tags: Marketing and Sponsorship

01/26/15
SportsBusiness Journal: Licensees expect more big numbers

Last year’s New York/New Jersey Super Bowl yielded the most sales ever for NFL licensees. The hot market for Seattle’s championship eclipsed everyone’s predictions. The NFL is hoping for something nearly as big for Super Bowl 50 in 2016. So what are the expectations for Super Bo ...

Tags: In-Depth, Super Bowl

01/26/15
SportsBusiness Journal: What makes a great Super Bowl party?

Just as the Super Bowl decides the championship of the NFL, so too does it separate winners and losers in the hospitality industry. Valuable corporate relationships of long standing can be enhanced or ruined by a bad party, hotel trouble or a transportation snafu. So when Engine Shop was creating ...

Tags: Events and Attractions

01/26/15
SportsBusiness Journal: Jets, FanDuel deal starts at Super Bowl

FanDuel has signed its second NFL team sponsorship deal in three months, agreeing to a marketing pact with the New York Jets. Team President Neil Glat said the deal will begin this week with FanDuel’s support of the “Jets House” Super Bowl Week hospitality venue in New York City. ...

Tags: Marketing and Sponsorship

01/23/15
SportsBusiness Daily Global: WTA's Tseng Headed Back To IMG

WTA Global Head of Sponsorship Sales STEVE TSENG  is leaving to return to IMG, where he worked for 20 years before joining the women's tennis circuit in July '13. Tseng will head IMG’s consulting team on the Visa account. He will be based in S.F., where he previously worked for IMG.  ...

Tags: People and Pop Culture, North America

01/22/15
SportsBusiness Daily: WTA's Tseng Headed Back To IMG

WTA Global Head of Sponsorship Sales STEVE TSENG  is leaving to return to IMG, where he worked for 20 years before joining the women's tennis circuit in July '13. Tseng will head IMG’s consulting team on the Visa account. He will be based in S.F., where he previously worked for IMG.  ...

Tags: People and Pop Culture, IMG, WTA, Visa

01/21/15
SportsBusiness Daily: NBA Signs Up Kaiser Permanente, H&R Block

Kaiser Permanente has signed on as the NBA’s first Official Healthcare Partner in a multiyear deal that also includes WNBA and D-League rights. A player component sees Warriors G Stephen Curry and Clippers G Chris Paul serving as ambassadors. The Oakland-based health care firm has a team deal ...

Tags: Marketing and Sponsorship, NBA

01/20/15
SportsBusiness Daily: NFL Marketing Execs Meet With Sponsors

New NFL CMO  Dawn Hudson and Senior VP/Sponsorship & Partnership Management Renie Anderson huddled today at NFL HQ in N.Y. with a group of top marketers from league sponsors. The group looked ahead to next season and what is expected to be a long build-up to Super Bowl 50 in '16. Partici ...

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