About The Author

Terry Lefton

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

Featured Story

Raveling ‘an information reservoir’

Published in SportsBusiness Journal on 03 / 27 / 17

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...

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Tags: Champions

More Stories by this Author

02/06/17
SportsBusiness Journal: MLBers go to the canvas for Majestic

While basketball players are usually associated with playing in the paint, eight top MLB athletes do their best imitations of abstract expressionists like Jackson Pollock in a new campaign for longtime MLB jersey rights holder Majestic Athletic. In the latest iteration of the VF Corp. brand&rsquo ...

Tags: Marketing and Sponsorship

02/01/17
SportsBusiness Daily: Fournette Signs Exclusive Deal With Panini

Panini has signed former LSU RB Leonard Fournette to an exclusive autograph trading card and memorabilia deal. Fournette, who is projected as a top pick in the '17 NFL Draft, will appear on packaging and be featured in both Panini’s Collegiate and NFL trading cards. Fournette's first card wil ...

Tags: Marketing and Sponsorship, Panini

02/01/17
SportsBusiness Daily: Steiner Sports Signs Deal With Basketball HOF

The Basketball HOF has retained Steiner Sports as its first licensing agency of record. The HOF currently has a relatively small licensing program, with product available on site and online. Panini and Spalding are among the HOF's biggest licensees. Steiner will also assist in selling marketing and ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Daily: ESPN Signs Deal With IHRA Drag Racing

After losing the NHRA to Fox last year, ESPN signed a four-year revenue-sharing deal with a smaller drag racing outfit, the Int'l Hot Rod Association. The deal will put IHRA races and shoulder programming on ESPN’s digital platform, ESPN3, though IHRA execs say they hope some programming migra ...

Tags: Media, ESPN

01/30/17
SportsBusiness Journal: Aramark and New Era set the bar higher

Assisted by the hype around Super Bowl 50, Aramark set a merchandise sales record at last year’s NFL Experience flagship store. Can that ever be topped? “With the right teams, maybe,” said Carl Mittleman, Aramark president of sports and entertainment. “We may not set finan ...

Tags: Super Bowl

01/30/17
SportsBusiness Journal: Top Super Bowl 50? Brands ready to try

Editor’s note: This story is revised from the print edition. NFL corporate sponsors are completing activation plans in Houston for Super Bowl LI. After last year’s blowout for Super Bowl 50, there was “initially a feeling of ‘How can we top this?’” said ...

Tags: Super Bowl

01/30/17
SportsBusiness Journal: Lefton Report: Time will tell

T he winds of change buffeted the recent Sports Licensing Show so forcefully that just months after the Chicago Cubs World Series title yielded record sales, the most basic questions about the structure and dynamics of the business were a paramoun ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Journal: Lexus and MSG keep deal rolling

Toyota’s Lexus luxury brand has renewed its Madison Square Garden corporate sponsorship, adding arena displays and rights to Radio City Music Hall to a broad package that already included MSG along with the Knicks, Rangers, Liberty and MSG TV. Lexus has been an MSG sponsor since 2012, enter ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Journal: Super expensive: Do parties meet ROI test?

Staging or sponsoring a Super Bowl party is a rite of passage for many brands, akin to buying a Super Bowl ad, because it means they’ve arrived.

Tags: Super Bowl

01/26/17
SportsBusiness Daily: NBA Signs Multiyear Deal With Jack Daniel's

The NBA has signed a league-wide sponsorship deal with Brown-Forman’s Jack Daniel's brand. Activation will begin at next month's All-Star Game in New Orleans. The multiyear deal with Jack Daniel's replaces Diageo as the league’s spirits sponsor. Financial terms were not disclosed. This i ...

Tags: Marketing and Sponsorship, NBA

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