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Terry Lefton

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

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Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

10/20/08
SportsBusiness Journal: Majestic keeping pace after sale

Editor's note: This story has been revised from the print edition. On a recent Sunday evening, a man was shopping on MLB.com and ordered a New York Yankees pinstripe jersey with a customized name and number from Majestic Athletic, which has been making baseball’s authentic jerseys ...

10/13/08
SportsBusiness Journal: NBA sees growth in merchandise sales in Europe and Asia

The NBA’s reputation as the most exportable U.S. league is growing, and further proof is in its overseas licensing sales. For the first time, foreign sales of licensed NBA goods are due to exceed 30 percent worldwide by the end of the coming season, marking the highest figure of an ...

10/13/08
SportsBusiness Journal: Four NFL teams sniff out sponsor money in tight times

How do you add new sponsors when money is tight? Build new inventory, mine nontraditional categories and search in places you never looked before. So say four NFL sponsorship marketers, all of whom are having some success in the face of a shattered economy. The New York Giants have laun ...

Tags: Marketing and Sponsorship

10/13/08
SportsBusiness Journal: NFL partners gear up for game in London

NFL sponsors and licensees are preparing activation behind the Oct. 26 game at Wembley Stadium in London between the New Orleans Saints and San Diego Chargers. The game marks the second consecutive year that the NFL is staging a regular-season game in the U.K. Bridgeston ...

10/06/08
SportsBusiness Journal: If Allianz isn’t worthy, where does vetting of sponsor list end?

Spare me the New York Times-driven media outrage about Allianz ’s Nazi ties that were enough to derail a potential naming-rights deal in excess of $900 million for the new stadium for the New York Giants and Jets that is scheduled to open in 2010. This columnist has both Jewish and ...

Tags: Marketing and Sponsorship

10/06/08
SportsBusiness Journal: Sponsorships help NHL jump-start new season

The 2008-09 NHL season is under way and the league has its first new automobile corporate sponsor in 13 years with Honda signing a three-year deal replacing Dodge as the league’s official vehicle. Networker Cisco has also returned and expanded its league deal, while Visa is close to c ...

09/29/08
SportsBusiness Journal: AVP basks in stars’ golden glow, but will the property grow?

Like any gold medalists, U.S. Olympians Phil Dalhausser and Todd Rogers have become accomplished raconteurs in the weeks following their success at the Beijing Games. But this was not your standard audience of jock sniffers that the men’s Olympic beach volleyball champions were sch ...

Tags: Marketing and Sponsorship

09/29/08
SportsBusiness Journal: Store running with NYC Marathon promo

The Food Emporium has signed a two-year deal as a signature sponsor of the New York City Marathon and is rolling out an extensive promotion before this year’s race, Nov. 2. Starting Oct. 17, the 16 Food Emporium stores in Manhattan will stage a three-week retail promotion with fello ...

09/29/08
SportsBusiness Journal: Agencies vie for a chance to sell new MSG inventory

New Madison Square Garden Sports President Scott O’Neil is talking to agencies about selling sponsorship inventory at MSG that will be part of the arena’s planned $500 million renovation, expected to be completed in time for the 2011-12 NBA season. Industry sources said agencies includi ...

09/29/08
SportsBusiness Journal: Yankees out, but Cubs may hold the key

No Yankees? No problem. MLB’s 2008 postseason begins this week without the New York Yankees, a big-market October fixture for 13 straight years. But even without the Yankees in the playoff mix, sponsor activation and advertiser spending around the postseason remains at historically h ...

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