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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

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: Real Salt Lake, mine firm strike a naming deal

Less than two weeks before opening a new $115 million stadium, Real Salt Lake and its owner, SCP Worldwide, unearthed a 10-year naming-rights deal with global mining giant Rio Tinto that could be worth up to $20 million. The deal, which is set to be announced today, will see the 20,000-s ...

09/15/08
SportsBusiness Journal: NFL gives sponsors next season’s theme: ‘Own the Moment’

Own the Moment” will be the theme for the 2009-10 NFL season. The league revealed the messaging to business partners during recent marketing meetings scheduled around the NFL season opener in New York City. If that sounds remarkably similar to this year’s “Believe in Now” tag, that’ ...

Tags: Marketing and Sponsorship

09/15/08
SportsBusiness Journal: Delta signs deal with Mets, close on Yanks

Editor's note: This story has been revised from the print edition. Incumbent New York Mets sponsor Delta has signed a deal to become a top-level “signature partner” at the team’s new Citi Field, opening next year. The Atlanta-based carrier is also close to completing a si ...

09/15/08
SportsBusiness Journal: MISL franchises finally reach a split decision

The indoor soccer divorce is final. Nearly four months after owners pulled the plug on the Major Indoor Soccer League, the seven remaining teams have formed two indoor leagues. The National Indoor Soccer League announced its formation last week with three former MISL teams, and th ...

09/15/08
SportsBusiness Journal: SI enters retail market with Detroit location

SI’s store in Detroit’s Metro Airport could be a prototype for other locations, including L.A. Sports Illustrated is extending its 54-year-old brand to retail for the first time, with an SI store scheduled to open this month in the new North Te ...

09/15/08
SportsBusiness Journal: Santana moves up in Pepsi shuffle

Pepsi sports marketing chief Ralph Santana has been promoted to vice president of colas, N.A., part of an overall marketing reorganization that began when Cie Nicholson, Pepsi-Cola North America senior vice president and CMO, resigned in July.   Santana Source ...

09/15/08
SportsBusiness Journal: Finding value in the smallest of designations

They can be an integral part of even the highest-priced sports sponsorship, like Sprint’s moniker as “official telecommunications company of NASCAR.” Or they can be excruciatingly banal, like Mexican restaurant chain Rubio’s dubious claim as “the official fish taco of the San Diego Padr ...

Tags: In-Depth

09/08/08
SportsBusiness Journal: T-Mobile adds three years to NBA deal

T-Mobile, one of the NBA’s most active sponsors, has renewed its league rights for an additional three years. The nation’s fourth-largest wireless service provider has been a league sponsor since 2005. Since then, it has supported the league with big media buys, including title ...

09/08/08
SportsBusiness Journal: Goodell memo: NFL revenue under pressure

The party line from many of the larger sports and broadcast properties has been that they remain largely unaffected by the current economic squeeze. However, a recent memo from NFL Commissioner Roger Goodell to league staffers warns of impending new business shortfalls at what is usually se ...

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