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Terry Lefton

Staff writer Terry Lefton covers marketing, including sponsorships, licensing and merchandising.

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Stanley Cup will be everywhere, including doughnuts

04 / 14 / 14

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

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Tags: Marketing and Sponsorship

More Stories by this Author

04/14/14
Castrol renews deals with NFL, Peterson

BP’s Castrol motor oil brand has renewed its NFL corporate sponsorship and also its agreement with Minnesota Vikings running back Adrian Peterson, the brand’s top NFL endorser. Castrol, an NFL sponsor since 2011, renewed for an additional three years. ...

Tags: Marketing and Sponsorship

04/07/14
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
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

03/31/14
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

03/17/14
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
Paro to Van Wagner’s consulting business

Industry veteran David Paro has been hired by Van Wagner Sports and Entertainment and charged with helping to expand its consulting business. Paro Named executive vice president, Paro will relocate ...

Tags: Marketing and Sponsorship

02/24/14
Silver lines up input for media talks

NBA Commissioner Adam Silver has formed a second media committee to engage in the process of the league’s coming media rights talks, marking the latest sign of momentum in the negotiations that are expected to begin in the near term. The n ...

Tags: Leagues and Governing Bodies, Events and Attractions, Media

02/17/14
Gatorade had to poach Jordan from Coke

Michael Jordan’s 23-year relationship with Gatorade has been around so long and supported by such artful advertising that most people forget what was at the heart of the deal: Gatorade stole Jordan from Coke. There are dozens of stories about how Gatorade snatched Jordan from Coca-Cola. Eve ...

Tags: Champions

02/17/14
Bill Schmidt: Thirst for the deal

B orn the son of a coal miner, in a house built by the company whose coal pit gave the town its name, Bill Schmidt made the unlikeliest of exits on his way to one of the most unlikely of careers. In an area of western Pennsylvania where employment meant coal mines or steel mills, and at a high s ...

Tags: Champions

02/10/14
NBA tech partners take All-Star lead

Technology partners lead the activation around this week’s NBA All-Star Weekend in New Orleans. SAP is helping fans attending the league’s Jam Session event share their experiences across social media by giving them RFID when they enter the fan fest. First-year NBA sponsor Samsung ...

Tags: Marketing and Sponsorship

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