About The Author

Terry Lefton

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

Featured Story

ZipBlimp out to prove that it’s not just a bunch of hot air

Published in SportsBusiness Journal on 01 / 15 / 18

L ike many, Chris Beauchamp ’s quest for “new and improved” began when he realized that what he thought was state-of-the-art was actually archaic. At an Orlando Magic game a few years back, Beauchamp watched as the obligatory m...

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Tags: Marketing and Sponsorship

More Stories by this Author

11/13/17
SportsBusiness Journal: Plugged In: Raphael Peck

Fanatics continues to roil the sports licensed-product market with a collection of important rights, retail operations across teams and venues, and a vertical model often discussed, but rarely implemented. Raphael Peck, a veteran of Oakley and Under Armour, heads manufacturing and all other aspects ...

Tags: People and Pop Culture

11/07/17
SportsBusiness Daily: Discover To Be Big Ten Title Game Sponsor

The Big Ten and Big Ten Network have signed a deal with Discover, making the credit card company the first presenting sponsor of the conference’s football championship game. This year's game will take place on Dec. 2 at Lucas Oil Stadium and will air on Fox. What was described as a multiyear a ...

Tags: Marketing and Sponsorship, Big Ten

11/07/17
SportsBusiness Daily: Discover To Sponsor Big Ten Title Game

The Big Ten and Big Ten Network have signed a deal with Discover, making it the first presenting sponsor of the conference’s football championship game, played annually at Lucas Oil Stadium and televised on Fox. The deal was described as a multiyear agreement and is certainly one of the confer ...

11/07/17
SportsBusiness Daily: Cowboys, Eagles Dominate NFL Sales Lists

Two NFC East rivals, the Cowboys and Eagles, are the best-selling teams for merchandise through the first half of the NFL season, while their starting QBs are battling it out for the top spot among players. Across Fanatics' e-commerce sites since Sept. 7, including NFLshop.com and Fanatics.com, the ...

Tags: Marketing and Sponsorship, NFL

10/30/17
SportsBusiness Journal: Lefton: NYRR looks beyond races

A n elite runner can complete the TCS New York City Marathon’s five-borough, 26.2-mile course in less than two hours and 10 minutes. Last year’s average time for more than 50,000 male and female runners was about 4:39, and an 8 ...

Tags: Marketing and Sponsorship

10/30/17
SportsBusiness Journal: Future of sponsorship from across sports

“ There’s a trend toward combining consumer passions. Sports fans, music fans, culinary fans and art fans often overlap. Increasingly the right partnerships will be able to satisfy those multiple needs and marry those different kinds of consumer passions.” Ed Horne , executive ...

Tags: In-Depth

10/30/17
SportsBusiness Journal: Drop in fans receptive to sponsors

Sports properties continually promote the breadth of their fan bases. However, for sponsors considering those properties, passion is far less important than how sympathetic those fan groups are to sponsor messages. Expressing it, from the sponsors’ side, as a math equation: receptivity > av ...

Tags: Marketing and Sponsorship

10/30/17
SportsBusiness Journal: Next sports sponsorship category

Photo by: COURTESY OF MILB Apparel One of the biggest areas of growth in the minor leagues is a niche that is as old as the game itself. Minor League Baseball’s 160 clubs combined to wear 1,300 d ...

Tags: In-Depth

10/30/17
SportsBusiness Journal: Content push changes for sponsors

Across the sports media and marketing businesses, the content imperative and changing media consumption patterns are dramatically transforming the landscape. Every sponsor is now a content producer. Every property is or wants to be a media company, and most of them are producing content for their sp ...

Tags: In-Depth

10/24/17
SportsBusiness Daily: MLB Sponsors Finalizing World Series Activation

MLB’s corporate sponsors are finalizing activation plans for the World Series. Tonight’s Game 1 at Dodger Stadium sees  World Series presenting sponsor YouTube TV  underwriting the gate premium of branded cell phone “wallets." YouTube TV also has put a World Series l ...

Tags: Marketing and Sponsorship

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