About The Author

Terry Lefton

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

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Candy Everybody Wants: Sports Sponsorships A Powerful Differentiator For Reese's

Published in SportsBusiness Daily on 05 / 28 / 15

In candy, the most impulse-driven consumer-products category, sports has been a powerful differentiator for Reese's. Beginning in '08, The Hershey Co. began with an NCAA rights deal. It has since multiplied that investment by adding sponsorships, including ESPN's "College GameDay" and the CFP. ...

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Tags: Brand Engagement Summit

More Stories by this Author

04/29/15
SportsBusiness Daily: MLB Signs Allstate's Esurance As Sponsor

MLB today will announce that Allstate's Esurance has signed on as a new corporate sponsor. The online insurance brand will title sponsor fan balloting for the July 14 All-Star Game in Cincinnati. All-Star Game balloting this season is being conducted entirely online for the first time, matching ...

04/27/15
SportsBusiness Journal: UA in talks with NBA for limited license

New details have emerged regarding Nike’s expected on-court apparel deal with the NBA, but coming with those particulars are questions about the contract that, once finalized, would take effect with the league’s 2017-18 season. NBA owners were briefed on the deal at their board of gov ...

Tags: Marketing and Sponsorship

04/27/15
SportsBusiness Journal: NBA sponsors hit postseason with new ads

State Farm has another TV spot in the Chris Paul “assist” series, and FanDuel is awarding trips to the NBA Finals. With a variety of basketball-themed TV ads now airing during the NBA play ...

Tags: Marketing and Sponsorship

04/22/15
SportsBusiness Daily: FanDuel Signs With 15 NFL Teams

Weeks after Disney/ESPN reached an industry-redefining advertising and equity agreement with daily fantasy site DraftKings worth hundreds of millions, rival FanDuel today will announce that it has signed exclusive multiyear sponsorships with 15 NFL teams (see chart below). Since Yahoo ha ...

04/20/15
SportsBusiness Journal: The Lefton Report: Women’s cocktail hour

I t started four years ago at an IMG World Congress of Sports, when five female sports marketers in a Miami hotel lobby were looking for a watering hole nearby. Crossing a downtown street, they were joined by three more women. By the time they loc ...

Tags: Marketing and Sponsorship

04/16/15
SportsBusiness Daily: Nike Close To Taking Over NBA Apparel Rights

Nike is close to securing a long-term NBA uniform rights deal. Sources said the framework for a deal has been reached, the outline of which will be presented to ownership today in N.Y. during a meeting of the Exec Committee and tomorrow before the full NBA BOG. Multiple sources said that while the t ...

Tags: Marketing and Sponsorship, Nike, NBA

04/15/15
SportsBusiness Daily: Sponsors Activate Around Stanley Cup Playoffs

NHL sponsors are readying activation as the Stanley Cup Playoffs open tonight in Montreal, Nashville, Vancouver and DC. As the league continues its effort to make the playoffs an “April/May/June Madness” similar to the NCAA hoops festivities in March, Samsung is sponsoring a playoff brac ...

Tags: Marketing and Sponsorship, NHL

04/13/15
SportsBusiness Journal: Pepsi takes over as NBA sponsor

Editor’s note: This story is revised from the print edition. PepsiCo has signed a five-year NBA deal, making it one of the league’s largest sponsors and ending a 29-year relationship between Coke and the NBA. The deal includes Pepsi’s extensive portfolio of salty snacks, ...

Tags: Marketing and Sponsorship

04/13/15
SportsBusiness Journal: The Lefton Report: NFL and daily fantasy

I n 25 years chronicling marketing and sports marketing, we’ve never seen any organization leverage its size and strength as well as the NFL. Surely, most of that potency stems from standing atop a tower of strength for so long. So we&rsq ...

Tags: Marketing and Sponsorship

04/07/15
SportsBusiness Daily: Ortiz To Appear On Maine Lottery Tickets

Red Sox DH David Ortiz later this week will become the first MLBer to appear on a state lottery ticket. The Maine Lottery will put tickets on sale Thursday at its 1,300 retail locations and the image of Big Papi will appear on them, something permissible by MLB rules starting this season. MLB has l ...

Tags: MLB Season Preview, Boston Red Sox

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