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Terry Lefton

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

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Panini Launches Campaign Around NFL Rookies, Including Top Picks Goff, Wentz

Published in SportsBusiness Daily on 08 / 24 / 16

With the NFL regular season just over two weeks away, Panini is launching a marketing campaign to back its new exclusive trading-card license with the league. The ads, shot during the NFLPA Rookie Premiere at the L.A. Coliseum by agency Conscious Minds, focus on the top rookies’ preparatio...

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Tags: Marketing and Sponsorship, Panini

More Stories by this Author

06/16/08
SportsBusiness Journal: BofA to be lead sponsor of Bon Jovi concert in Central Park

Do Bank of America , Bon Jovi and baseball share anything more than being spelled with the same initial consonant? We’ll find out soon, because “Bank,” as the increasingly ubiquitous brand is known around the industry, has purchased lead sponsorship to Bon Jovi’s July 12 concert in ...

Tags: Marketing and Sponsorship

06/09/08
SportsBusiness Journal: Bank of America renews Cowboys sponsorship

America’s Team and America’s Bank are continuing their longtime partnership. Bank of America officials last week rolled out a 10-year renewal of the bank’s sponsorship with the Dallas Cowboys. The new deal begins in the 2009-10 season, when the Cowboys will move into their as-yet-unnam ...

06/09/08
SportsBusiness Journal: Colleagues remember Fruit’s vision, diplomacy at bargaining table

Perhaps the most telling thing about the legacy of Chuck Fruit , who died at age 61 on May 27, is that when you ask professional colleagues about his business acumen, they all talk about the longtime Coca-Cola marketer’s personal attributes long before they mention his skills as a mar ...

Tags: Marketing and Sponsorship

06/09/08
SportsBusiness Journal: A-B’s deal with NHL pegged at $75M

Anheuser-Busch has renewed its 10-year-old status as the NHL’s official beer sponsor. Sources value the three-year pact at around $75 million, including rights fees, spending commitments with clubs, broadcast rights holders NBC and Versus, and league-controlled media like NHL.com and the N ...

06/09/08
SportsBusiness Journal: Emirates extends deal with Breeders’ Cup

Emirates Airline has renewed its top-level sponsorship of The Breeders’ Cup for an additional year plus multiple options. The Dubai-based luxury airline has been a sponsor of The Breeders’ Cup since 2005, will continue as title sponsor of the Filly and Mare Turf and has added the ...

06/02/08
SportsBusiness Journal: Robichaud turns MasterCard’s attention to golf opportunities

New MasterCard sponsorship chief Michael Robichaud found Mark McCormack ’s book “The World of Professional Golf” in his office the day he started, one of just two books on the shelf. However, during a recent interview at MasterCard’s Purchase, N.Y., headquarters, Robichaud insis ...

Tags: Marketing and Sponsorship

06/02/08
SportsBusiness Journal: USA Basketball signs J&J and 24 Hour Fitness

With the Summer Olympics two months off and basketball likely one of the biggest stories at the Beijing Games, Johnson & Johnson and 24 Hour Fitness have signed as new sponsors of USA Basketball. The deal complements other Olympic sponsorship rights held by both companies. J&J is a ...

05/26/08
SportsBusiness Journal: Miller goes big with Cowboys

Miller Brewing is renewing its longtime marketing relationship with the most potent team brand in the NFL, the Dallas Cowboys, in a deal that NFL sources say is likely the largest sponsorship ever for an individual U.S. team outside of naming rights. The 10-year sponsorship deal, which NFL sour ...

05/26/08
SportsBusiness Journal: NFL exec Hawkins leaving to open consulting firm

NFL senior vice president of business affairs Frank Hawkins, a top league adviser who heads strategic planning for its media group, is leaving the league in June after almost 15 years to form a media consultancy. Hawkins is opening Scalar Media Partners, based in New York City, along with Tom Sp ...

05/19/08
SportsBusiness Journal: Nike to end rival’s run with Yanks

Nike and the New York Yankees have agreed in principle to a five-year sponsorship agreement that will begin in 2009, the team’s first in the new Yankee Stadium. The cash and product deal ends a historic 11-year relationship between Adidas and the Yankees that remains one of Adidas’ big ...

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