About The Author

Terry Lefton

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

Featured Story

Dodgers asking $12 million a year for naming rights to field

Published in SportsBusiness Journal on 07 / 17 / 17

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega...

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Tags: Marketing and Sponsorship

More Stories by this Author

05/25/09
SportsBusiness Journal: UFL will offer its sponsors on-field options

The fledgling United Football League is coming to market with an integrated sponsorship package it is claiming is assault proof. While acknowledging a lack of sponsorship dollars in the market, Frank Vuono, the former NFL consumer products chief who is the league’s COO, said the UFL ...

05/18/09
SportsBusiness Journal: Premier to market Oakland stadium name

Editor's note: This story is revised from the print edition. Premier Partnerships has won an agency shootout to sell naming rights for the Oakland Coliseum, which reverted back to its original name last fall after a 10-year deal with Network Associates expired. The stadium opened in 1 ...

05/18/09
SportsBusiness Journal: Why FedEx’s renewal with the NFL is a big deal after all

FedEx has renewed as an NFL corporate sponsor for four years, continuing a relationship that began nine years ago. Given the success of the FedEx Air and Ground marketing platform, which ties the brand to the NFL’s top-performing quarterbacks and running backs with weekly and annual ...

Tags: Marketing and Sponsorship

05/18/09
SportsBusiness Journal: Jack Link’s jerky all in for World Series of Poker

Jack Link’s Beef Jerky, the market-share leader in the $3 billion dried-meat snack category, has signed as presenting sponsor of the World Series of Poker, the Harrah’s-owned tournament, which begins play May 27. The event will air on ESPN and ESPN2 from July 28 through Nov. 10, ...

05/18/09
SportsBusiness Journal: Change in deal’s price, not name, likely in Glendale

What happens to the name of the Phoenix Coyotes’ home arena if and when the NHL franchise leaves Glendale, Ariz.? Beyond some likely repricing, not much. Job placement site Jobing.com has had its name on the arena since 2006 and is paying about $3 million a year fo ...

05/18/09
SportsBusiness Journal: Why FedEx’s renewal with the NFL is a big deal after all

FedEx has renewed as an NFL corporate sponsor for four years, continuing a relationship that began nine years ago. Given the success of the FedEx Air and Ground marketing platform, which ties the brand to the NFL’s top-performing quarterbacks and running backs with weekly and annual ...

Tags: Marketing and Sponsorship

05/11/09
SportsBusiness Journal: Longtime MSG exec Mills leaving

Veteran MSG team executive Steve Mills is leaving the organization after nearly a decade to work for Magic Johnson Enterprises, industry sources said. Mills, who is president of business operations for MSG Sports Teams, has been with the organization since September 1999. He switched from ...

05/11/09
SportsBusiness Journal: Land Shark Stadium: ‘Ultimate short-term hit’ or bad precedent?

In the wake of the Miami Dolphins selling the name of their home venue for a year and renaming it Land Shark Stadium, industry reaction formed in two distinct camps.  Since the next Pro Bowl and Super Bowl will be held in the stadium formerly known as Pro Player, there were those call ...

Tags: Marketing and Sponsorship

05/04/09
SportsBusiness Journal: Ponturo buying minority share in Leverage

Former Anheuser-Busch media and sports marketing chief Tony Ponturo is buying a minority interest in the Leverage Agency and becoming chairman of the New York-based sponsorship, consulting and media sales firm. The move ends constant industry speculation about the next career move by Ponturo, wh ...

05/04/09
SportsBusiness Journal: New IMG consulting chief says strong return is best rebuttal to a ...

With Andy Pierce departing for rival CAA, IMG last week named 10-year agency veteran David Abrutyn to head its corporate consulting business, reporting to George Pyne, president of IMG Sports and Entertainment. Prior to joining IMG in 1999, Abrutyn held marketing slots with the NHL, Spor ...

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