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Terry Lefton

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

Featured Story

Audi Of America Becomes MLS' Official Auto Sponsor In Four-Year Deal

Published in SportsBusiness Daily on 03 / 04 / 15

Audi of America has signed a four-year deal with MLS, making it the league's official auto sponsor and presenting sponsor of the playoffs. A source described the deal as one of the largest in MLS history and Audi's largest U.S. sports marketing expenditure. The sponsorship includes a national TV pac...

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Tags: Marketing and Sponsorship, MLS, Audi

More Stories by this Author

11/14/05
SportsBusiness Journal: Dew Films not ‘limited’ to action sports

We are not accustomed to seeing the name of a sponsorship marketer appearing in film credits, so when John Galloway from Pepsi appeared in a credit for the forthcoming movie, “First Descent,” it elicited a triple take. Sure enou ...

Tags: Marketing and Sponsorship, PepsiCo

11/14/05
SportsBusiness Journal: Lowe’s repairs sponsorship hole for the NCAA

Home improvement retailer Lowe’s has signed on as the NCAA’s newest corporate sponsor. The three-year “Corporate Partner”-level deal fills a category that CBS has been chasing for three years and makes Lowe’s the second new NCAA partner to come on board this year, after Enterprise Rent-A-Car (SB ...

Tags: Marketing and Sponsorship

11/14/05
SportsBusiness Journal: Thanksgiving brings a bountiful harvest of NFL sponsor activation

NFL corporate sponsors are celebrating Thanksgiving with a trio of promotions centered on the family- and football-themed holiday. Pepsi’s Tostitos brand is supplying end-aisle displays to retailers that will carry bags of Tostitos and the NFL’s “Thanksgiving Classics” logo and a “Huddle Up ...

Tags: Marketing and Sponsorship

11/07/05
SportsBusiness Journal: Samsung pulls out the big guns in NFL sponsorship debut

Samsung is backing its new two-year NFL corporate sponsorship with sports marketing’s ultimate weapon of mass destruction — a Super Bowl spot. In making the decision to buy airtime on what is annually the most-watched tele ...

Tags: Marketing and Sponsorship

11/07/05
SportsBusiness Journal: MISL focuses on growth

The Major Indoor Soccer League opens its season this week with six teams, the fewest since the league relaunched in 2001. Still, with new ownership for a team opening a 10,000-seat arena in Stockton, Calif., and new franchises opening in Detroit next season and Newark, N.J., for the 2007-08 sea ...

Tags: Other News

11/07/05
SportsBusiness Journal: Hot market proves these Sox sell too

A once-in-a-lifetime World Series championship by the Boston Red Sox fueled the biggest hot market ever for licensed sports merchandise last year. So, anything less than a title for the long-suffering Chicago Cubs was bound to fall short by comparison. Still, across the industry, licensing execu ...

Tags: Marketing and Sponsorship

10/31/05
SportsBusiness Journal: Moving on: AmEx, MBNA drop NBA deals

The NBA opens its season without either of its sponsors in the payment-card category, as American Express and MBNA have both walked away from their league deals. Don Nelson starred in an AmEx ad with an NBA theme. AmEx, an NBA spon ...

Tags: Marketing and Sponsorship

10/31/05
SportsBusiness Journal: Everything’s coming up roses as sponsors align with bowl

If you are a marketer looking to tie into this year’s BCS title game in Pasadena, you could buy a sponsorship of the Rose Bowl game, as Citi did in purchasing a presenting sponsorship of the Jan. 4 contest. Or you could make a buy with ...

Tags: Football, Marketing and Sponsorship

10/31/05
SportsBusiness Journal: Spalding rolls out no-leak ‘Neverflat’ ball

Five years after dramatically increasing its sales by building a pump into its various playground balls, Spalding is hoping to again inflate revenue with a ball almost impervious to leakage. Spalding’s latest technology play has pr ...

Tags: Marketing and Sponsorship

10/24/05
SportsBusiness Journal: MLB cachet, fashion flash gives New Era big sales gains

New Era’s 59Fifty, MLB’s exclusive cap since 1994, has won over fans of baseball and fashion. While a cutting machine trims the bills for New Era’s signature 59Fifty fitted baseball caps, CEO Chris Koch is explaining the 20 or so steps th ...

Tags: Marketing and Sponsorship

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