About The Author

Terry Lefton

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

Featured Story

NFL near signing Nationwide as sponsor

Published in SportsBusiness Journal on 07 / 28 / 14

The NFL is close to adding Nationwide Insurance to a category in which it already has a sponsor, allowing it to extract more money from a hypercompetitive category.

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Tags: Marketing and Sponsorship

More Stories by this Author

01/28/14
SportsBusiness Daily: Rick White To Become Atlantic League Prez

Former MLB Properties President RICK WHITE has been named President of the Atlantic League, a 16-year-old, eight-member circuit of unaffiliated pro baseball teams with franchises mostly based in the Northeast. White, who worked at MLB’s central offices from '83-'94 and at one point was consi ...

Tags: People and Pop Culture

01/28/14
SportsBusiness Daily: SB Program Sees Higher Circ Base Than '13

Like almost every licensed product for Super Bowl XLVIII, the game program is selling briskly. With a circulation base 25% higher than a year ago and two markets starved for a championship, more copies were shipped in the days after the conference championships than ever. "Denver and Seattle are sh ...

Tags: Marketing and Sponsorship

01/28/14
SportsBusiness Daily: Packers To Open Office At MillerCoors HQs

In what might be termed one of the more unusual benefits of a team sponsorship, the Packers today will announce they are opening a marketing field office in the Milwaukee HQs of MillerCoors, more than 100 miles from the Packers' home of Lambeau Field. Miller has been a Packers sponsor for more than ...

01/27/14
SportsBusiness Journal: Sponsors: Go big or don't go

During Super Bowl week, the marketing world’s attention focuses on the TV ads crafted for the NFL’s championship. After all, the Super Bowl is TV advertising’s biggest and most expensive stage, hitting around $4 million per 30-second spot this year. Consequently, brands spend milli ...

Tags: In-Depth, Super Bowl

01/27/14
SportsBusiness Journal: Bountiful harvest of Super Bowl products

To get an idea of the impact a Super Bowl in and around New York City has on sales of NFL-licensed products, all you have to do is look at the amount of merchandise NFL licensees are bringing to market. “We’ve doubled our [Super Bowl] SKU count and sales have already surpassed last ye ...

Tags: In-Depth, Super Bowl

01/24/14
SportsBusiness Daily: New Big East Ad Campaign Reaches Into The Past

The new Big East Conference is launching an ad campaign that recalls memorable moments from the old iteration of the league. The marketing effort, to be played across the conference's TV assets as well as with print, digital, e-mail, social media and in-arena ads, comes roughly six weeks before ...

Tags: Marketing and Sponsorship

01/20/14
SportsBusiness Journal: Under Armour goes big in Grand Central

NFL licensee Under Armour is embarking on its most ambitious Super Bowl marketing effort to date, mounting a 12,000-square-foot “immersive brand experience” within New York’s Grand Central Terminal Thursday to Sunday of Super Bowl week. Grand Central Terminal management conten ...

Tags: Super Bowl

01/15/14
SportsBusiness Daily: NBA Fetes Heat, Warriors For Merch Sales

As part of its annual Team Retail Summit, the NBA has named the Warriors and the Heat co-winners of the '12-13 team retailer of the year. The awards follow a season during which the league set new highs in licensed merchandise sales. It is the first time in its history that the award has been given ...

01/13/14
SportsBusiness Journal: Harman plugs into Super Bowl

Harman Corp.’s stable of audio brands, which include JBL, Harman/Kardon and Infinity, are using Super Bowl XLVIII as a way to further push into music and entertainment marketing. With so many consumer brands adding layers of music and entertainment to their sports portfolios, new Harman CM ...

Tags: Super Bowl

01/13/14
SportsBusiness Journal: Licensing show starts this week

The Sports Licensing and Tailgate Show, the industry’s sole remaining licensing exhibition, opens this week in Las Vegas with 50 new exhibitors out of about 350 total, which will be spread over 64,000 square feet in the Las Vegas Convention Center Thursday through Saturday. Emerald Expositi ...

Tags: Marketing and Sponsorship

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