About The Author

Terry Lefton

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

Featured Story

Candy Everybody Wants: Sports Sponsorships A Powerful Differentiator For Reese's

Published in SportsBusiness Daily on 05 / 28 / 15

In candy, the most impulse-driven consumer-products category, sports has been a powerful differentiator for Reese's. Beginning in '08, The Hershey Co. began with an NCAA rights deal. It has since multiplied that investment by adding sponsorships, including ESPN's "College GameDay" and the CFP. ...

Read More

Tags: Brand Engagement Summit

More Stories by this Author

02/16/15
SportsBusiness Journal: Schneider in spotlight at Vegas arena

France-headquartered Schneider Electric last week announced its boldest marketing move yet in the U.S., signing on as the first founding partner of the 20,000-seat, $375 million Las Vegas arena, scheduled to open in 2016 and being built by AEG and ...

Tags: Marketing and Sponsorship

02/16/15
SportsBusiness Journal: The Lefton Report: NFL to split autos?

T he NFL’s competitive season is over, so the selling season is fully underway. Filling the car and truck category, where GMC is departing after a 14-year run, is the top offseason priority. Renie Anderson , NFL senior vice president o ...

Tags: Marketing and Sponsorship

02/16/15
SportsBusiness Journal: NFL invests in licensed apparel firm

The NFL has made a seven-figure equity investment in Outerstuff, one of its largest apparel licensees. League sources said the equity play, which includes an opportunity for further investment, closed last year. The deal draws its significance in part from being an indicator of where the sports ...

Tags: Marketing and Sponsorship

02/09/15
SportsBusiness Journal: Super Bowl XLIX: Arizona

On the surface, there was never a more trying year to be a business partner of America’s most popular spectator sport. It was an NFL season that began with problems off the field amid a firestorm of domestic abuse charges. It was a season ...

Tags: Events and Attractions, Leagues and Governing Bodies

02/09/15
SportsBusiness Journal: NYC brings out big All-Star activations

This week’s NBA All-Star Game in New York will see a level of promotion and activation from the league’s partners greater than anything seen previously for the event. Kumho, the NBA’s official tire, is launching ...

Tags: Events and Attractions

02/09/15
SportsBusiness Journal: NBA All-Star returns to NYC

NYC and MSG host their first All-Star Game since 1998. Photo by: GETTY IMAGES O ne market, two arenas, two host teams — and a massive new community service event. It adds up to ...

Tags: Events and Attractions

02/02/15
SportsBusiness Journal: The Lefton Report: NBPA licensing

T he NBA hasn’t controlled the marketing of its players since basketballs had laces, but it certainly seems that way. Long before the NBA’s popularity exploded with the ascension of players like Larry Bird and Magic Johnson in the ...

Tags: Marketing and Sponsorship

02/01/15
SportsBusiness Daily: Subway Inks Last-Minute Deal For SB Spot

Subway will debut a spot near the end of NBC's Super Bowl pregame show in a deal that was concluded just yesterday. The QSR last year bought a last-minute spot in the Super Bowl broadcast. Subway CMO Tony Pace this year was again negotiating almost until the last minute, and came up with a unit th ...

02/01/15
SportsBusiness Daily: NFL Licensees Hope For Seahawks Win

NFL licensees and their retailers are pulling hard for the Seahawks in Super Bowl XLIX. The appeal of a back-to-back championship and the Seahawks' superior retail draw after winning last year has "if-win" orders for the team ranging 30-40% more than the Patriots, via licensed sports e-commerce spec ...

01/28/15
SportsBusiness Daily: Beckham Leads NFLPI's List Of Rising Stars

NFL Players Inc. is using the backdrop of Super Bowl week to issue what might be termed a list of coming attractions. The licensing and merchandising arm of the NFLPA is issuing its first "Rising 50" list of matriculating college football stars and young NFL players it expects to have the biggest im ...

Tags: Marketing and Sponsorship, NFL

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug