About The Author

Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

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

03/25/14
SportsBusiness Daily: Church & Dwight To Sponsor MLB

Packaged-goods marketer Church & Dwight has signed on as MLB's newest corporate sponsor, in what sources said is a three-year deal. The league is expected to make an official announcement tomorrow. Church & Dwight will use its MLB rights to market its various Arm & Hammer products, along ...

03/20/14
SportsBusiness Daily Global: MLB Expects Sellouts In Sydney

MLB is close to a sellout at the 40,000-seat Sydney Cricket Ground for this weekend's two Opening Series games in Australia. The Dodgers and D-Backs will each play a team of Australian nationals, including nine under contract to MLB teams, before playing each other in the first two games of the '14 ...

Tags: Events and Attractions, Australia

03/19/14
SportsBusiness Daily: MLB Expects Sellouts For Australia Games

MLB is close to a sellout at the 40,000-seat Sydney Cricket Ground for this weekend's two Opening Series games in Australia. The Dodgers and D-Backs will each play a team of Australian nationals, including nine under contract to MLB teams, before playing each other in the first two games of the ...

Tags: Events and Attractions, MLB

03/17/14
SportsBusiness Journal: Scotts plants March Madness effort

Scotts Miracle-Gro is mounting its first NCAA March Madness promotion with the help of pass-through rights from NCAA corporate sponsor Lowe’s and will do a media buy on the tournament in order to get in front of the spring yard season. Sc ...

Tags: Colleges

03/10/14
SportsBusiness Daily: Target To Sponsor MLB All-Star Game In Minny

Target Field is the site of the ‘14 MLB All-Star Game, and the Minneapolis-based retailer has upped the ante, signing on as a sponsor of the July 15 game. Under the one-year deal, Target will leverage MLB's five-year-old "All Stars Among Us" cause-related program through which fans vote for in ...

Tags: Marketing and Sponsorship, Target

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