About The Author

Terry Lefton

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

Featured Story

Dodgers asking $12 million a year for naming rights to field

Published in SportsBusiness Journal on 07 / 17 / 17

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega...

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Tags: Marketing and Sponsorship

More Stories by this Author

04/10/17
SportsBusiness Journal: The Lefton Report: Aramark lands Open

T he U.S. Tennis Association has quietly awarded merchandising rights for the next five years at the U.S. Open to Aramark . Industry sources said Aramark beat out the usual suspects in merchandising, including Legends and Fanatics . USTA Na ...

Tags: Marketing and Sponsorship

04/05/17
SportsBusiness Daily: Buster Posey Featured In New Esurance Spots

Third-year MLB corporate sponsor Esurance this coming Monday will break a new commercial in a series with Giants C Buster Posey in which the All-Star takes control of the ad shoot. In what is meant to replicate Esurance customers' ability to control and fulfilling insurance needs, Posey takes ...

Tags: Marketing and Sponsorship, MLB

04/04/17
SportsBusiness Daily: Fanatics-VF Deal To Have Big Sports Implications

Fanatics has reached a "definitive agreement" to acquire VF's Licensed Sports Group (LSG), which has held exclusive MLB jersey rights since '05. News of the pending acquisition was announced just before the start of trading this morning on the NYSE. The transaction is expected to close in Q2 and is ...

Tags: Marketing and Sponsorship, VF Corp., MLB

04/04/17
SportsBusiness Daily: Fanatics Has "Definitive Agreement" For VF's LSG

Fanatics has reached a "definitive agreement" to acquire VF's Licensed Sports Group (LSG), which has held exclusive MLB jersey rights since '05. News of the pending acquisition was announced just before the start of trading this morning on the NYSE. The transaction is expected to close in Q2 and i ...

04/03/17
SportsBusiness Journal: The Lefton Report: Curry’s step-back

N BA uberstar Steph Curry will not be renewing his three-year-old endorsement deal with Unilever ’s Degree deodorant when it runs out after this NBA season. Given Curry’s stature within the NBA pantheon, not to mention his positio ...

Tags: Marketing and Sponsorship

03/31/17
SportsBusiness Daily: Coke Replacing Pepsi As MLB League Sponsor

Coca-Cola has completed a new corporate sponsorship with MLB and the deal could be announced as soon as Opening Day. Coke has long held the majority of MLB team sponsorship deals, but has been frustrated in recent years, because without league rights, Pepsi had access to MLB's digital and social med ...

Tags: Marketing and Sponsorship, Coca-Cola, MLB

03/30/17
SportsBusiness Daily: New Era Looks To Build On Record MLB Sales

After a record year for MLB sales, buoyed by the Cubs' first championship since 1908, New Era Cap must figure out how it can come close to rivaling last season's 10% sales spike. Another Cubs championship would help, particularly if it were to come against a storied franchise like the Red Sox or ...

Tags: Marketing and Sponsorship, New Era

03/27/17
SportsBusiness Daily: Sources: VF Selling Sports Group To Fanatics

NFL owners later today at meetings in Phoenix are scheduled to vote on proposals surrounding the transfer of the NFL business held by VF’s Licensed Sports Group (LSG) to Fanatics. Sources said this means VF is close to selling its licensing business to Fanatics, and the sale should be official ...

Tags: Finance, Majestic Athletic, VF Corp.

03/27/17
SportsBusiness Journal: Raveling ‘an information reservoir’

When you speak to George Raveling’s friends, the first thing they want to talk about is his email list. Long before the internet, Raveling was an indefatigable information aggregator; clipping newspapers from around the country and sending friends and acquaintances everything from leadershi ...

Tags: Champions

03/27/17
SportsBusiness Journal: Champions 2017: George Raveling

George Raveling spent 22 years as a trailblazing college basketball coach before helping grow both the game and Nike as an executive. Photo by: TONY FLOREZ PHOTOGRAPHY ...

Tags: Champions

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