About The Author

Terry Lefton

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

Featured Story

NFL near signing Nationwide as sponsor

Published in SportsBusiness Journal on 07 / 28 / 14

The NFL is close to adding Nationwide Insurance to a category in which it already has a sponsor, allowing it to extract more money from a hypercompetitive category.

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Tags: Marketing and Sponsorship

More Stories by this Author

04/28/14
SportsBusiness Daily: Panini Signs Draft Prospect Johnny Manziel

Panini has signed projected first-round NFL Draft pick Johnny Manziel to a marketing agreement covering both trading cards and signed memorabilia. The former Heisman Trophy winner will exclusively sign memorabilia to be sold by Panini. His first trading card for Panini will be for the Score set in l ...

04/24/14
SportsBusiness Daily: Kobe, Luck In New Panini WC Sticker Campaign

Lakers G Kobe Bryant and Colts QB Andrew Luck reveal their soccer affinity in a series of viral videos from Panini America backing its FIFA World Cup sticker collection. The spots are dubbed "Who Do You Collect?" and were developed with agency Conscious-Minds, Pasadena, and shot at StubHub Cent ...

Tags: Marketing and Sponsorship, Panini

04/14/14
SportsBusiness Journal: Stanley Cup will be everywhere

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

Tags: Marketing and Sponsorship

04/14/14
SportsBusiness Journal: Castrol renews deals with NFL, Peterson

BP’s Castrol motor oil brand has renewed its NFL corporate sponsorship and also its agreement with Minnesota Vikings running back Adrian Peterson, the brand’s top NFL endorser. Castrol, an NFL sponsor since 2011, renewed for an additional three years. ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Daily: Dante Exum Signs Deal With Panini

Consensus NBA lottery pick Dante Exum has signed an exclusive trading-card deal with Panini, the NBA's sole trading-card licensee. The 18-year-old Exum, a member of the Australian national team, will be featured on packaging, participate in social media and marketing initiatives and sign memorabilia ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Journal: Category making some noise

Large sports properties have cashed in for years from the ultra-competitive battle for market share in the soft drink, athletic footwear and fast-food markets. Well, get ready for the headphone wars. On top of Bose recently signing a four-year deal with the NFL that grants it sideline rights in ...

Tags: Marketing and Sponsorship

04/07/14
SportsBusiness Journal: Still tasty after 23 years

Amid the abundance of corporate parties at every Super Bowl, the annual Taste of the NFL benefit is like a safe harbor in a hurricane. Set against the backdrop of commercial excess, and Super Bowl-eve fetes from Playboy, Maxim and others not necessarily renowned for philanthropy, the “Party Wi ...

Tags: In-Depth

04/02/14
SportsBusiness Daily: Teddy Bridgewater Inks Deal With Panini

Projected first-round NFL Draft pick Teddy Bridgewater has signed a deal with Panini, which will sell autographed versions of his trading cards. Bridgewater’s first card will be in the '14 Score product, which will  be available in June for $1.99 per pack or $48 a box. Bridgewater also ...

03/31/14
SportsBusiness Journal: Samsung latest deal for Ortiz

In addition to a new playing contract, David Ortiz continues to collect endorsements to go with the World Series MVP award he won last year while leading the Boston Red Sox to their third MLB title in 10 years. Ortiz’s latest deal is with Samsung, which is starting to look hard at a variety ...

Tags: Marketing and Sponsorship

03/26/14
SportsBusiness Daily: Church & Dwight Signs Three-Year Deal With MLB

Packaged-goods marketer Church & Dwight has signed a three-year deal as MLB's newest corporate sponsor. C&D, which gets rights across the laundry, pet care and oral care categories, will use its MLB rights principally to market its various Arm & Hammer and OxiClean laundry products. New ...

Tags: Marketing and Sponsorship, MLB, Church and Dwight

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