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Terry Lefton

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

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Panini Signs Expected Lottery Pick Dante Exum To Trading Card Deal

04 / 07 / 14

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...

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Tags: Marketing and Sponsorship

More Stories by this Author

07/24/13
Boeing Agrees To Sponsor Seahawks

Boeing is the newest corporate partner of the Seahawks. The longtime member of the Seattle corporate community gets branding on the Seahawks’ press conference backdrop under the deal, along with permanent signage for all events at CenturyLink Field. “We’ve been on a push to attract ...

07/17/13
Panini Signs Puig To Memorabilia Deal

Panini has signed Dodgers RF Yasiel Puig to a memorabilia deal with its Panini Authentic brand. Puig also will participate in some marketing efforts, including an appearance on behalf of Panini at the 34th National Sports Collectors Convention July 31-Aug. 4 in Chicago. The Puig product line will ...

07/15/13
Lipton To Be Deemed Official MLB Iced Tea

PepsiCo typically has supported its Gatorade, Pepsi Cola and Aquafina brands as part of its corporate sponsorship with MLB, but the company's ready-to-drink Lipton iced tea will activate a new "Official Iced Tea of Major League Baseball" designation beginning with tonight's Home Run Derby. With an i ...

Tags: Marketing and Sponsorship, MLB

07/15/13
Eric Thomas To Voice New MLB "October" Ad

Your browser does not support iframes. MLB will air a new 60-second institutional ad during tonight's Chevy Home Run Derby on ESPN and tomorrow's All-Star Game on Fox that continues the league's "We Play For October" tagline. However, instead of music as a driving force, motivational/inspira ...

Tags: Marketing and Sponsorship, MLB

07/15/13
Lipton Activating Around Home Run Derby

PepsiCo typically has supported its Gatorade, Pepsi Cola and Aquafina brands as part of its corporate sponsorship with MLB, but the company's ready-to-drink Lipton iced tea will activate a new "Official Iced Tea of Major League Baseball" designation beginning with tonight's Home Run Derby. With an ...

07/12/13
Modell's Selling Merch At Concert

Official MLB All-Star Game retailer Modell’s will be in the unusual position of selling merchandise at a concert in N.Y. on Saturday night. As part of its All-Star Game rights, Modell’s will sell in and around the Great Lawn in Central Park, where a concert to benefit Hurricane Sand ...

07/12/13
"42" Screening At Dodger Stadium

As a prelude to the July 16 Warner Home Video DVD launch for the Jackie Robinson movie “42,” the Dodgers are showing the film at Dodger Stadium after Saturday’s game against the Rockies. Prior to the screening of the film, which has grossed nearly $100M since its release in April ...

07/11/13
T-Mobile Promoting New Initiatives Around ASG

In its first year as an MLB corporate sponsor, T-Mobile is using next week's All-Star Game and associated events to help launch a series of technology, pricing and packaging initiatives that the company is calling "Our Boldest Moves Yet." Announced yesterday in N.Y. by senior T-Mobile execs wa ...

Tags: Marketing and Sponsorship, MLB

07/11/13
Head & Shoulders Offers Donation During ASG

Third-year MLB sponsor Head & Shoulders is continuing its “Season of the Whiff” marketing campaign with a strikeout stunt during Tuesday’s MLB All-Star Game. As an in-game enhancement supporting its Head & Shoulders with Old Spice extension, the brand is offering a $1M ...

Tags: Marketing and Sponsorship, MLB, Procter and Gamble

06/27/13
Panini Signs 12 Top NBA Draft Prospects

Panini America has signed a dozen likely first-round picks in tonight's NBA Draft. New to the fold for the league’s exclusive trading-card rightsholder are potential No. 1 overall pick, Kentucky C Nerlens Noel, along with fellow top prospects Kansas G Ben McLemore, Georgetown F Otto Porter Jr. ...

Tags: Marketing and Sponsorship, Panini, NBA

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