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Terry Lefton

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

Featured Story

Pepsi Puts Emoji-Themed Spin On Yankees' Cap Giveaway

Published in SportsBusiness Daily on 06 / 29 / 16

Cap night at a baseball park is one of the oldest promotions in sports. However, tonight’s version at Yankee Stadium has an update: it is also PepsiMoji night. Pepsi is continuing to integrate its emoji-filled summer marketing campaign tonight in the Bronx, as the first 18,000 fans get Yankees...

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More Stories by this Author

02/18/08
SportsBusiness Journal: How Junior went green

Dale Earnhardt Jr.’s move to Pepsi all started with a couple of Mountain Dew hats. Junior was walking the grounds at Michigan International Speedway during a Busch race in August 2006, several months before his departure from Dale Earnhardt Inc., the team started by his celebrated fath ...

02/18/08
SportsBusiness Journal: Yankees offer top stadium deal for $20M

Fear of recession grows daily across America, but don’t tell the New York Yankees. One proposal out there for the top sponsorship at the new Yankee Stadium is listed for about $20 million annually. CAA is selling the package and using it as a cornerstone for marketing efforts of its spo ...

02/18/08
SportsBusiness Journal: Crocs taking up tennis at Sony Ericsson

Casual footwear brand Crocs has purchased an associate level sponsorship to the Sony Ericsson Open tournament in Key Biscayne, Fla., next month, adding to a sponsorship roster that now covers almost every major spectator sport. Under the deal, Crocs gets signage, on-site retail right ...

02/11/08
SportsBusiness Journal: With title, IMG gets chance to further develop the Eli brand

After Peyton Manning’s Indianapolis Colts won Super Bowl XLI, the question was whether the NFL’s top endorser could get any bigger as a marketing icon. With his brother Eli bookending Super Bowl and MVP trophies for the Manning family, the biggest marketing question after Super Bowl XLI ...

02/11/08
SportsBusiness Journal: Sprite, T-Mobile, Wrigley lead All-Star activation

While much of the sponsor activity planned for the NBA All-Star Game in New Orleans is cause-related (see accompanying story), there’s also a long list of activation on the more commercial side of things. The most impressive is around the Sprite Slam Dunk contest. Fans will vote on t ...

02/11/08
SportsBusiness Journal: Swimsuit issue a beauty for SI’s bottom line

It comes every year after the NFL championship and has been referred to as “the Super Bowl of print.” However, Sports Illustrated’s cash cow swimsuit issue has added retail and digital marketing extensions, allowing the franchise to sell cross-media sponsorships like any other big sports ...

02/11/08
SportsBusiness Journal: Gridiron Bash pumps up spring football

MSL’s Gridiron Bash, an amalgamation of spring football practice and live music at some of the nation’s top football schools, will be televised by Fox Sports Net for an hour at 9 p.m. on April 19 and 20. Saturday night’s show, which will be in FSN’s 65 million homes, will review the par ...

02/11/08
SportsBusiness Journal: State Farm adds LeBron, Turner deal

On the eve of the NBA All-Star Game, State Farm is augmenting its expansive roster of major sports properties by signing a deal with LeBron James. The insurer has also signed a deal with NBA rights holder Turner that makes State Farm the on-air presenting sponsor during the All-Star Saturd ...

02/11/08
SportsBusiness Journal: Sponsors back ESPN film on race relations

Russell Athletic and sister company Spalding, along with State Farm Insurance, are aboard as presenting sponsors of “Black Magic,” a two-part, four-hour ESPN Original Entertainment film focusing on basketball and race relations that ESPN will telecast after the men’s and women’s NCAA tourn ...

02/04/08
SportsBusiness Journal: University of Phoenix gives naming-rights deal a good grade

What the hometown Cardinals hope is the first of many Super Bowls in their two-year-old stadium was the ultimate one-day payout for University of Phoenix, which signed a $154 million, 20-year naming-rights deal in September 2006. Still, long before the Patriots and Giants fought the ...

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