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Terry Lefton

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

Featured Story

Dodgers asking $12 million a year for naming rights to field

Published in SportsBusiness Journal on 07 / 17 / 17

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega...

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Tags: Marketing and Sponsorship

More Stories by this Author

07/17/17
SportsBusiness Journal: The Lefton Report: MLB naming rights

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega ...

Tags: Marketing and Sponsorship

07/10/17
SportsBusiness Journal: The Lefton Report: No soup for you

A fter decades with WPP -owned ad agency Y&R, Campbell’s Soup has quietly moved its NFL-centric Chunky Soup account to BBDO . Omnicom’s BBDO already handles creative duties for other Campbell’s brands, along with fell ...

Tags: Marketing and Sponsorship

07/07/17
SportsBusiness Daily: MLB Sponsors Prep All-Star Game Activation

MLB corporate sponsors are finalizing activation plans around the upcoming All-Star Game festivities in and around Miami. Among new MLB sponsors, Coca-Cola will be sampling at the Fan Zone adjacent to Marlins Park, among other locations, and will be offering personalized cans at the FanFest at the M ...

Tags: Marketing and Sponsorship, MLB

07/06/17
SportsBusiness Daily: Raptors Sign Sun Life For Jersey Sponsorship

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a three-year deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s jersey patch will be the anchor of a CSR program promoting diabetes awareness and prevention. Sun Lif ...

Tags: Marketing and Sponsorship, Toronto Raptors

07/06/17
SportsBusiness Daily: Fanatics To Run MLB Store At ASG Fan Fest

Fanatics will administer and operate MLB’s 20,000-square-foot store at the MLB All-Star Game Fan Fest in Miami. It marks a first for Fanatics and follows its $225M purchase of longtime MLB jersey rightsholders VF's Licensed Sports Group in April. MLB Exec VP/Business Noah Garden said the All-S ...

Tags: Marketing and Sponsorship, MLB

07/06/17
SportsBusiness Daily: Raptors Sign Jersey Patch Sponsor

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s patch will be the anchor of a CSR program promoting diabetes ...

05/15/17
SportsBusiness Journal: The Lefton Report: Take the pair

W hen Source Communications President Larry Rothstein called 16W Marketing partner Steve Rosner in mid-January and asked him to recommend someone from his talent stable to carry the ball for Investors Bank , Rosner had an alternative idea ...

Tags: Marketing and Sponsorship

05/08/17
SportsBusiness Journal: Plugged In: Joao Chueiri

Joao Chueiri became vice president of consumer connections at Anheuser-Busch InBev last month. The former Nike marketer succeeds Lucas Herscovici in the job, which includes overseeing A-B InBev’s hefty U.S. sponsorship portfolio. The brewer has long been sports’ sugar daddy, but Chueiri ...

Tags: People and Pop Culture

05/08/17
SportsBusiness Journal: Octagon CMO: Tech firms ‘new endemics’

When marketers at the largest sports properties think about how to increase sponsorship revenue these days, it usually becomes an exercise in further dividing the burgeoning technology sector. At the NFL and NBA, close to a third of sponsors are technology providers of one form or another; at MLB it ...

Tags: Technology, Marketing and Sponsorship

05/08/17
SportsBusiness Journal: NFL, MLB, NFLPA buy Fanatics stakes

The NFL, NFL Players Association and Major League Baseball have all purchased equity stakes in Fanatics, America’s biggest online sports retailer, which has grown to become one of the largest licensees of each league. At its meeting in late March, NFL ownership by a vote of 32-0 authorized ...

Tags: Leagues and Governing Bodies

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