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Terry Lefton

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

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American Express Renews USTA/U.S. Open Sponsorship Rights

Published in SportsBusiness Daily on 08 / 26 / 15

American Express has renewed its longstanding USTA/U.S. Open corporate sponsorship. AmEx has been a USTA sponsor since '94. The payment card brand will continue to leverage the Open and USTA grassroots tennis activities. Wasserman Media Group is the longtime sports- and entertainment-marketing agenc...

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SportsBusiness Daily: Hartford To Announce MLB Deal

The Hartford today is officially announcing its MLB sponsorship, which grants the insurer exclusivity within the business insurance, homeowners insurance and employee benefits categories. The Hartford's new rights include presenting sponsorship of the AL and NL Reliever of the Year Awards. Former ML ...

SportsBusiness Daily: Sports Deals A Big Differentiator For Reese's

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.  ...

Tags: Brand Engagement Summit

SportsBusiness Daily: MLB Teams Participating In Delta SkyMiles Promo

Delta is tying together five of its MLB team sponsorships for a season-long, baseball-themed frequency/loyalty platform. The Delta Dugout program, expanded from two to five MLB teams this year, will run June 1-Sept. 3 and will work in conjunction w ...

Tags: Marketing and Sponsorship, Delta Airlines

SportsBusiness Journal: Scout to handle FanDuel’s NFL activation

Horizon Media’s Scout Sports and Entertainment unit has won a coveted assignment to leverage the growing sports sponsorship portfolio of daily fantasy provider FanDuel. FanDuel NFL Sponsorships ■ Baltimore Ravens    ■ Buffalo Bills ■ Chicag ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Lightning in a bottle

H all of famer Jack Youngblood vividly recalls his first swig of Gatorade on a scorching Florida football field — and it isn’t a fond memory. “The stuff we drank at first was just nasty,” said Youngblood, who played defensive end at the University of Florida from 1967 ...

Tags: In-Depth

SportsBusiness Journal: Museum to honor inventor

Aside from being the chief inventor of Gatorade and a professor of renal medicine at the University of Florida, Dr. Robert Cade had diverse interests. He was a poet, a musician, a collector of antique violins, and a car buff who restored more than 60 Studebaker cars and carriages, some from the 1 ...

Tags: In-Depth

SportsBusiness Journal: Which brand did MJ influence more?

As the pre-eminent athlete and endorser for a generation, Michael Jordan’s fame is responsible for some portion of both Gatorade and Nike’s meteoric growth. Gatorade’s “Be Like Mike” TV ad is considered one of the best athlete ads ever. Accordingly, it’s tough ...

Tags: In-Depth

SportsBusiness Journal: SNY’s rowdy roommates back in new ads

SportsNet New York is reprising its “House of Fans” campaign from last year that includes a round of four new ads from the faux super fan housemates. The effort starts this week and will run during Mets telecasts, across SNY and on other cable networks carried by Time Warner Cable. Th ...

Tags: Media

SportsBusiness Journal: Taking flavors from lab to retail

At any one time around 40 flavors of Gatorade are available at retail, from standards like fruit punch and lemon lime to mango-electrico and the seemingly unlikely combination of lime cucumber. Naturally, not every introduction is gulped down by consumers (see box). Deep in Gatorade’s past ...

Tags: In-Depth

SportsBusiness Journal: Brand's next push

With Gatorade observing the 50th anniversary of its invention, we asked some of the brand’s top marketers what the future looks like. In the short term, the brand is making a push into nutrition, which is part of an initiative across parent company PepsiCo. When it comes to sports nutrition ...

Tags: In-Depth

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