About The Author

Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

11/15/04
SportsBusiness Journal: New agency pumps Reebok

Reebok has a new ad agency, a new positioning and a new brand campaign that will debut next spring with the tag line “I am what I am.” Last week, the No. 2 athletic sneaker company launched the third iteration of its Pump sneaker since 1989, and said it had based much of the marketing of Pum ...

Tags: Reebok, This Week's Issue

11/15/04
SportsBusiness Journal: NBA marketer Press to leave post

Jonathan Press, NBA vice president for marketing partnerships, is leaving the league at the end of this year. Press, whose wife is expecting the couple’s first child in December, said he is leaving the NBA after four years to spend more time with his family and because he is “l ...

Tags: Basketball, MLB, NBA, This Week's Issue

11/15/04
SportsBusiness Journal: Are other sports set for a stiff drink?

Could NASCAR’s decision last week to allow hard-liquor sponsorships for teams prompt other leagues and teams to re-evaluate their policies? Marketing of distilled spirits around larger sports properties has slowly been on the rise despite prohibitions that forbid direct association of t ...

Tags: Anheuser-Busch Cos., Baseball, Basketball, Boston Red Sox, Football, Golf, Houston Rockets, Houston Texans, Motorsports, NASCAR, Phoenix Suns, San Antonio Spurs, San Diego Chargers, This Week's Issue

11/15/04
SportsBusiness Journal: NFL gobbles up spot in Macy's parade

Hours before the NFL’s traditional Thanksgiving Day games in Detroit and Dallas, the league hopes to start a new tradition with its presence in another Turkey Day TV ritual: a float in the Macy’s parade. What’s believed to be the first float sanctioned by a major league sport will house Jo ...

Tags: Football, NBC, NFL, This Week's Issue

11/08/04
SportsBusiness Journal: IRL brings in licensing help

The Indy Racing League is racing toward expanding its consumer products efforts, bringing in a licensing agency for the first time. Licensing Partners International, a division of Collegiate Licensing Co. that specializes in developing non-collegiate properties, has been retained as the o ...

Tags: CFL, Collegiate Licensing Co., Football, Golf, Indianapolis Motor Speedway Corp., IndyCar, Marketing and Sponsorship, Motorsports, NASCAR

11/08/04
SportsBusiness Journal: NBA inks deal with FedEx

FedEx is tipping off the new NBA season with a low seven-figure corporate sponsorship deal with the league. While FedEx’s sponsorship portfolio already includes the NFL, FedEx Field, a BCS deal with title rights to the Orange Bowl a ...

Tags: Basketball, BBDO WorldWide, FedEx Corp., Football, Marketing and Sponsorship, NBA, New England Patriots, NFL, Players Inc., Visa

11/08/04
SportsBusiness Journal: Q&A: Phil Guarascio

At a time when every corporate marketer is measured against more exacting standards of accountability, the NFL is no exception. The property shifted over the past few years to a sponsorship model wherein most deals don’t include local-market club rights, but do include new marketing platfor ...

Tags: Cleveland Browns, Coors Brewing Co., Football, New England Patriots, NFL, PepsiCo, This Week's Issue, Visa, Washington Redskins

11/08/04
SportsBusiness Journal: MLB reaps Red Sox benefits

The Boston Red Sox are just three outs away from ending the most infamous “curse” in sports history, and in the bowels of Busch Stadium, one is close enough to hear the growing excitement of the players who are about to complete one of the greatest feats of recent times. But the larger concer ...

Tags: Baseball, Boston Red Sox, K2 Inc., Marketing and Sponsorship, MLB, New Era, New York Mets, New York Yankees, St. Louis Cardinals, VF Corp.

11/01/04
SportsBusiness Journal: 16W signs Ripken to deal

New Jersey agency 16W Marketing has secured its most significant new athlete property since the company, headed by former ISI co-founders Frank Vuono and Steve Rosner, opened its doors four years ago. The sports marketing shop rec ...

Tags: 16W Marketing, And 1, Baseball, Comcast Corp., EA Sports Edge, Football, IMG, Marketing and Sponsorship, MBNA America Bank, MLB, NBA, NFL, NHL, RadioShack, Reebok

11/01/04
SportsBusiness Journal: NBA apparel line at Wal-Mart

As the sports apparel licensing boom of recent years slows, the NBA is testing a private-label line of unlicensed sports apparel called the NBA Elevation Collection at 250 Wal-Mart stores across the country. Sal LaRocca, NBA senior vice president for global merchandising, described the ...

Tags: Basketball, Kmart, NBA, NFL, Target, This Week's Issue, Wal-Mart Stores Inc.

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