About The Author

Terry Lefton

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

Featured Story

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...

Read More

Tags: Marketing and Sponsorship

More Stories by this Author

07/11/16
SportsBusiness Journal: The Lefton Report: Premier activation

A n agency of record assignment and a three-year contract to plan and execute global marketing activation for the English Premier League will be decided soon, as an agency beauty contest for the world’s top soccer league is in the final roun ...

Tags: Marketing and Sponsorship

07/11/16
SportsBusiness Journal: ‘Something different’ in SNY campaign

Finger puppets are the headliners in SportsNet New York’s new ad campaign, breaking later this month. The New York RSN has won local Emmys for its TV commercials five times in the past seven years. Islanders, Rangers puppets ...

Tags: Marketing and Sponsorship

07/08/16
SportsBusiness Daily: MLB Licensees Prep For All-Star Game Festivities

MLB licensees preparing for All-Star Game festivities in San Diego report brisk sales of top shelf-items, including Majestic's Home Run Derby jersey and New Era caps. MLB Senior VP/Consumer Products Steve Armus said those licensees sold out of their initial shipments early and have been chasing incr ...

Tags: Marketing and Sponsorship, MLB

07/07/16
SportsBusiness Daily: Sponsors Activate Around MLB ASG Week

T-Mobile is using its sponsorship of Monday’s MLB Home Run Derby to build retail traffic and push sales of Samsung’s virtual reality hardware. T-Mobile beginning tomorrow is offering a VR version of the contest featuring White Sox 3B Todd Frazier, winner of last year’s Derby, on Sa ...

Tags: Marketing and Sponsorship, T Mobile, MLB, Anheuser Busch, PepsiCo, MasterCard

07/07/16
SportsBusiness Daily: T-Mobile Offers VR Version Of HR Derby

T-Mobile is using its title sponsorship of next week’s MLB Home Run Derby to build retail traffic and push sales of Samsung’s virtual reality hardware. Looking to expand the reach of the Derby, T-Mobile starting tomorrow is offering a VR version of the contest featuring White Sox 3B Tod ...

06/29/16
SportsBusiness Daily: Pepsi Moji Night At Yankee Stadium

Cap night at a baseball park is one of the oldest promotions in sports. However, tonight’s version at Yankee Stadium has an update: it is also PepsiMoji night. Pepsi is continuing to integrate its emoji-filled summer marketing campaign tonight in the Bronx, as the first 18,000 fans get Yankees ...

06/27/16
SportsBusiness Journal: USOC expects biggest retail Games ever

With a broader product line and increased distribution across disparate retail channels, U.S. Olympic Committee officials expect to easily surpass the $100 million in retail sales around the 2012 London Olympics for this summer’s Olympic Games in Rio. But creating a business vibrant enough ...

Tags: Olympics, Marketing and Sponsorship

06/27/16
SportsBusiness Journal: The Lefton Report: Shaq and The General

S haquille O’Neal ’s new endorsement deal with The General insurance brand could be described as a “top-down” arrangement. Still, Shaq had a big part in the arrangement. It all started when The General’s parent ...

Tags: Marketing and Sponsorship

06/23/16
SportsBusiness Daily: Panini Signs NBA Draft Prospects Hield, Chriss

With the NBA Draft tonight, exclusive league trading card licensee Panini has signed Oklahoma G Buddy Hield and Washington F Marquese Chriss to exclusive autograph trading card and memorabilia deals. The first digital trading cards with Hield and Chriss will appear on Saturday in the Panini NBA ...

06/21/16
SportsBusiness Daily: Licensed-Product Sales Topped $250B

Worldwide retail sales of licensed products in '15 increased 4.2% to $251.7B, according to a study commissioned by the Licensing Industry Merchandisers' Association that will be released today in conjunction with the trade association's annual expo ...

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug