About The Author

Terry Lefton

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

Featured Story

Let's Get It Started: NFL To Hold Concerts, Fan Fests In S.F., Boston To Begin Season

Published in SportsBusiness Daily on 06 / 30 / 15

As part of its hype around Super Bowl 50, the NFL will kick off the ’15 regular season on Sept. 10 with an Opening Day concert and fan fest in the Super Bowl market of S.F. Boston, home market of the Super Bowl champion Patriots, also will see some season-opening activities. Pepsi will be the ...

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Tags: NFL, Leagues and Governing Bodies

More Stories by this Author

05/05/15
SportsBusiness Daily: Jeep Sponsoring World Surf League

Jeep has signed on as the official auto of the World Surf League in what is believed to be the first global automotive sponsor for the WSL. Jeep will take entitlement to the leaderboard online and in broadcasts for both the men's and women's WSL tours, and the top surfer in each competition will wea ...

05/05/15
SportsBusiness Daily: Jeep To Sponsor World Surf League

Jeep has signed on as the official auto brand of the World Surf League in what is believed to be the first global automotive sponsor for the WSL. Jeep will take entitlement to the leaderboard online and in broadcasts for both the men's and women's WSL tours, and the top surfer in each competition wi ...

Tags: Marketing and Sponsorship, Jeep

05/04/15
SportsBusiness Journal: Dr. Scholl’s touts products via NBA deal

While many brands have long used the power of the NBA to market sneakers, Bayer’s Dr. Scholl’s is linking up with the league to tout a decidedly different sort of footwear. Dr. Scholl’s signed a three-year deal to become an NBA promotional partner and will use league marks and d ...

Tags: Marketing and Sponsorship

05/04/15
SportsBusiness Journal: The Lefton Report: Fostering creativity

C had Biggs , Philadelphia 76ers senior vice president of corporate development and activation, had heard it so many times during his six years working at the NBA’s New York City headquarters that it became a mantra: “Big Ideas Find ...

Tags: Marketing and Sponsorship

04/29/15
SportsBusiness Daily: Esurance Signs As MLB Corporate Sponsor

Learn more about Esurance MLB today announced that Allstate's Esurance has signed on as a new corporate sponsor. The online insurance brand will title sponsor fan balloting for the July 14 All-Star Game in Cincinnati. All-Star Game balloting this season is being conducted entirely on ...

Tags: Marketing and Sponsorship, MLB

04/29/15
SportsBusiness Daily: MLB Signs Allstate's Esurance As Sponsor

MLB today will announce that Allstate's Esurance has signed on as a new corporate sponsor. The online insurance brand will title sponsor fan balloting for the July 14 All-Star Game in Cincinnati. All-Star Game balloting this season is being conducted entirely online for the first time, matching ...

04/27/15
SportsBusiness Journal: UA in talks with NBA for limited license

New details have emerged regarding Nike’s expected on-court apparel deal with the NBA, but coming with those particulars are questions about the contract that, once finalized, would take effect with the league’s 2017-18 season. NBA owners were briefed on the deal at their board of gov ...

Tags: Marketing and Sponsorship

04/27/15
SportsBusiness Journal: NBA sponsors hit postseason with new ads

State Farm has another TV spot in the Chris Paul “assist” series, and FanDuel is awarding trips to the NBA Finals. With a variety of basketball-themed TV ads now airing during the NBA play ...

Tags: Marketing and Sponsorship

04/22/15
SportsBusiness Daily: FanDuel Signs With 15 NFL Teams

Weeks after Disney/ESPN reached an industry-redefining advertising and equity agreement with daily fantasy site DraftKings worth hundreds of millions, rival FanDuel today will announce that it has signed exclusive multiyear sponsorships with 15 NFL teams (see chart below). Since Yahoo ha ...

04/20/15
SportsBusiness Journal: The Lefton Report: Women’s cocktail hour

I t started four years ago at an IMG World Congress of Sports, when five female sports marketers in a Miami hotel lobby were looking for a watering hole nearby. Crossing a downtown street, they were joined by three more women. By the time they loc ...

Tags: Marketing and Sponsorship

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