About The Author

Terry Lefton

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

Featured Story

Kobe, Luck To Star In New Campaign For Panini World Cup Sticker Collection

04 / 24 / 14

Lakers G Kobe Bryant and Colts QB Andrew Luck reveal their soccer affinity in a series of viral videos from Panini America backing its FIFA World Cup sticker collection. The spots are dubbed "Who Do You Collect?" and were developed with agency Conscious-Minds, Pasadena, and shot at StubHub Cent...

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Tags: Marketing and Sponsorship, Panini

More Stories by this Author

01/15/14
NBA Fetes Heat, Warriors For Merch Sales

As part of its annual Team Retail Summit, the NBA has named the Warriors and the Heat co-winners of the '12-13 team retailer of the year. The awards follow a season during which the league set new highs in licensed merchandise sales. It is the first time in its history that the award has been given ...

01/10/14
Yale, Harvard Take Hockey Rivalry To MSG

Defending NCAA men's hockey champion Yale faces Harvard on Saturday night in an unusual location for a neutral-site game: MSG. The Leverage Agency, N.Y., which is also the Ivy League's sponsorship agency of record, is owning, operating and promoting the game. "This has taken two to three years to p ...

Tags: Events and Attractions

01/03/14
Sponsors Activating Around Wild Card Games

NFL team sponsors are readying activation plans around this weekend’s spate of Wild Card NFL Playoff games. In Philadelphia, where the Eagles on Saturday night are hosting the Saints in their first home playoff game since '11, team spo ...

Tags: Marketing and Sponsorship

01/02/14
Baker Named Pro Football HOF President

Former AFL Commissioner David Baker is returning to the football world as the sixth President & Exec Dir of the Pro Football HOF. Baker will be based at the HOF in Canton, Ohio, and will begin his new job on Monday. Baker succeeds Stephen Parry , who is retiring after more than seven years. & ...

12/30/13
NHL Expects Big Merch Sales For Winter Classic

NHL officials are optimistic that Wednesday’s Winter Classic will produce the most merchandise sales ever for the series. Stoking their optimism is a number of factors. Principally, there is the size of the crowd at Michigan’s "Big House." The game will be played in front of more than 1 ...

Tags: Marketing and Sponsorship, NHL

12/12/13
Steiner Activates Around "Bronx Bombers"

Steiner Sports is leveraging its position as the Yankees’ exclusive memorabilia company by tying into the Broadway production of "Bronx Bombers," which opens Jan. 10 at N.Y.'s Circle in the Square Theater. Steiner is mounting a display of Yankees memorabilia in the theater lobby that will incl ...

12/10/13
USA Today Partners With QuintEvents

USA Today is lending its name to a hospitality venture though an agreement between the USA Today Sports Group and QuintEvents. Under the arrangement, USA Today will use assets within Gannett’s media properties to sell packages for top-shelf sports events, including the Super Bowl and Kentucky ...

Tags: Marketing and Sponsorship

12/09/13
Steiner Sports Hosts Yankees Dinner

Around 650 people are paying $1,000-2,000 each for a dinner and Q&A managed by Steiner Sports and honoring the Yankees’ “Core 4” tonight at the Cipriani Wall Street in N.Y. Yankees corporate sponsor Delta is the lead sponsor and gets logo placement. The “Core 4” of ...

12/09/13
NFL Launching "Homecoming" Effort

Beginning with tonight’s game in Chicago, the NFL is launching a "Homecoming" platform, designed to further unite fans with legacy players and their favorite teams. Kicking off with Mike Ditka’s number retirement during tonight’s game at Soldier Field, various retired NFLers w ...

12/05/13
Panini America Inks Deal With E.J. Manuel

Panini America has signed Bills QB E.J. Manuel to a multiyear autograph and memorabilia deal. Manuel is scheduled to do a signing next week, after which autographed and game-worn items will be on sale on the company’s website. The agreement continues the expansion of the Panini Authentic di ...

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