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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

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SportsBusiness Journal: Nike bucks trend of ‘uninspired’ U.S. market

The Foot Locker store adjacent to Madison Square Garden wasn’t very crowded on a recent April evening. In fact, the store clerks easily outnumbered customers, and the in-store displays were mostly dedicated to clearance items. The three most represented “brands” at the store, which sits ...

SportsBusiness Journal: The Nike revolution: Still running

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SportsBusiness Journal: Deal expands USA Today’s fantasy stake

Looking for more content in the growing fantasy sports market, USA Today has taken a minority stake in Fantasy Sports Ventures, an aggregation of more than 100 sites that draws about 5 million unique users per month. Content sharing between FSV’s fantasy-rich sites, which include KFF ...

SportsBusiness Journal: Sears is potential new name for NFL’s catalog of sponsors

Will the newest softer side of Sears turn out to be the National Football League? Sources tell us Sears is in talks with the NFL to become a league partner in what would be an intriguing sponsorship coming at a time when nearly every retailer is feeling the sting of the depressed ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NBA sponsors switching into postseason mode

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SportsBusiness Journal: NHL gets playoff Edge with new sponsor

SC Johnson’s Edge shaving gel will be the presenting sponsor of the NHL’s Stanley Cup playoffs on NBC, which start this weekend. The deal could reach as many as 15 games, including Games 3 through 7 of the Stanley Cup Finals in June. Details were scant on the purchase, but sources sa ...

SportsBusiness Journal: Jeter’s on deck to join Gillette’s triumvirate of ‘Champions’

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Tags: Marketing and Sponsorship

SportsBusiness Journal: What put the brakes on Gridiron Bash?

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SportsBusiness Journal: Durkin exiting NHL to take WSF reins

Karen Durkin, NHL executive vice president of communications and brand strategy, is leaving the league to become CEO of the Women’s Sports Foundation. Durkin will help fill the void after Donna Lopiano left in August after 15 years at the helm of the women’s sports advocacy group. Du ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Macy’s parades MLB stars through promo

Macy’s, a well-known brand that generally eschews sports marketing, has gathered a collection of 15 MLB stars and is pairing it with baseball team deals for a Father’s Day promo. Manny Ramirez While athletes are often used to tout licensed appare ...

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