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Terry Lefton

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

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Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

09/12/16
SportsBusiness Journal: Game Changers: Diane Pelkey

Photo by: UNDER ARMOUR D iane Pelkey joined Under Armour in 2007, when it was a $700 million brand. It’s now a $5 billion brand, so yes, it’s been a bit of a rocket ride — but not one the 13-year Reebok/Adidas marketer anticipated. When a colleague firs ...

Tags: Game Changers

09/12/16
SportsBusiness Journal: Rams fill top slots with Hyundai, AT&T

Hyundai and AT&T are in as the last of 10 top-level “homecoming” sponsors that the Los Angeles Rams have secured for their first season back in Los Angeles. Hyundai’s nonexclusive Rams deal fits with its NFL league deal, the car brand’s five other NFL team sponsorships ...

Tags: Marketing and Sponsorship

09/12/16
SportsBusiness Journal: Game Changers: Jaime Weston

Photo by: KRYSTAL ATWATER T he NFL has long been the most ubiquitous sports property in America. Amplifying that power was just a question of allocating resources. Jaime Weston NFL, SENIOR VICE PRESIDENT, MARKETING Jaime Weston has been part of the team ...

Tags: Game Changers

09/12/16
SportsBusiness Journal: Plugged In: Chris Koch, New Era

Naming rights weren’t invented when New Era President and CEO Chris Koch’s great-grandfather borrowed $5,000 in 1920 to start the cap company. Nonetheless, the Buffalo Bills open their home schedule Thursday in a stadium rechristened as New Era Field. As Koch looks to expand New Era&rsq ...

Tags: People and Pop Culture

09/12/16
SportsBusiness Journal: The Lefton Report: Fanatics expands

C ontinuing to expand its venue merchandising capabilities, sports e-commerce specialist Fanatics has bought some of the remaining assets of Milt Arenson ’s Facility Merchandising Inc. and brought him into the fold as senior vice presid ...

Tags: Marketing and Sponsorship

09/12/16
SportsBusiness Journal: Game Changers: Michelle Palmer

Photo by: MICHAEL BRUNER / THE MARKETING ARM W hen Michelle Palmer joined The Marketing Arm in 2000, the Dallas-based marketing agency employed fewer than 30 people, and the number of women working in sports was relatively small. Palmer’s previous hands-on expe ...

Tags: Game Changers

09/07/16
SportsBusiness Daily: Ford Signs To Be Official Truck Of NFL

Ford Trucks has signed a three-year sponsorship with the NFL and will activate its new designation as the league's official truck by linking the strength, performance and durability of its trucks with the NFL's top offensive lines. The lead activation platform will be the "Ford Tough Offensive Line ...

Tags: Marketing and Sponsorship, Ford, NFL

09/07/16
SportsBusiness Daily: Ford Begins Activating Behind NFL Sponsorship

Ford Trucks has signed a three-year league sponsorship and will activate its new "Official Truck of the NFL" designation by linking the strength, performance and durability of its trucks with the NFL's top offensive lines. The lead activation platform will be the "Ford Tough Offensive Line of the W ...

09/06/16
SportsBusiness Daily: NBC's Winter Stepping Down From Exec VP Role

NBC Sports Group’s long-time ad sales exec Seth Winter is stepping down from his post as Exec VP/Ad Sales next month and taking on an advisory role for the network through '18. Winter will be “taking a step back from his work at NBCUniversal,” according to an internal memo NBCUni ...

09/05/16
SportsBusiness Journal: The Lefton Report: Momentum wins EPL

M omentum Worldwide has won a global agency shootout to assist the English Premier League in growing its popularity and businesses in markets including China, India and the U.S. The IPG -owned agency bested agencies including Octagon , WME-I ...

Tags: Marketing and Sponsorship

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