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Terry Lefton

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

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Stanley Cup will be everywhere, including doughnuts

04 / 14 / 14

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

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Tags: Marketing and Sponsorship

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Reebok markets NBA logo

For years, the formula for selling basketball sneakers has been to marry a star NBA player to shoes bearing his name. This fall, Reebok will try a new wrinkle, marketing a series of basketball shoes that will carry the familiar logo of the league. Reebok will market three shoes that will ...

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

Sports Spot: "Double Bobble"

Click on the image for more "Double Bobble" Images "Double Bobble " • C lient: Kentucky Fried Chicken • A gency: BBDO, New York ...

Tags: Baseball, BBDO WorldWide, KFC, This Week's Issue

Sports Spot: "Silence of the Ham"

Click on the image for more "Silence of the Ham" Images "Silence of the Ham" • Client: Kids Foot Locker/Nike • Agency: The Ge ...

Tags: Foot Locker, Football, Tampa Bay Buccaneers, This Week's Issue

Pepsi inks Donovan McNabb

Pepsi, which recently debuted a blue variant of its venerable cola, is now going green, having signed Philadelphia Eagles quarterback Donovan McNabb to a three-year endorsement deal. Sources said Pepsi also is close to completing a separate Eagles' sponsorship deal that includes pouring right ...

Tags: Football, NFL, PepsiCo, Philadelphia Eagles, SFX, This Week's Issue

DirecTV hits preseason form

Lilliputian versions of NFL stars Marshall Faulk, Peyton Manning, Brett Favre and Kordell Stewart pop up on consumers' shoulders playing the "devil" and "angel" of their consciences in a new campaign from Deutsch, Los Angeles, for DirecTV breaking in early August. The campaign pushes ...

Tags: Chicago Bears, Football, Green Bay Packers, NFL, This Week's Issue

MISL lands Reebok deal

The Major Indoor Soccer League will start next season with its first leaguewide apparel deal and an iridescent orange game ball from Spalding. Reebok has signed on as the MISL's exclusive uniform supplier for the next three years. The deal also nets Reebok exclusive licensing rights for game ...

Tags: MISL, NBA, NFL, Reebok, Soccer, Spalding, This Week's Issue

Ming must play well to pay off

Just as it will be difficult to form a reliable assessment of Chinese import Yao Ming's basketball skills until he faces NBA competition, so too, marketers said, is it too early to know whether the league's No. 1 draft pick can sell. ...

Tags: And 1, Basketball, Houston Rockets, NBA, Octagon Group, Reebok, Special Report

Gatorade headed to U.S. Open

P epsi is bringing Gatorade to the U.S. Open this year. Taking advantage of its new ownership of the isotonic market-share leader, Pepsi has included Gatorade in its Open portfolio, displacing Coke 's Powerade . Gatorade will be sold and have signs at the venue as well as h ...

Tags: CBS Broadcasting Inc., Fox, Golf, Marketing and Sponsorship, NASCAR, NBC, NHL, PepsiCo, Shell Oil

World Cup sponsor Gillette wants out

G illette , easily the most venerable World Cup patron, is looking to get out of its longtime soccer sponsorship. A sponsor of the quadrennial soccer tourney since 1970, the health and beauty aids marketer has more recently looked to cut marketing and other expenses in the face ...

Tags: Campbell Soup Co., Chicago Bears, Gillette, Green Bay Packers, Hershey, Marketing and Sponsorship, MasterCard International Inc., MBNA America Bank, McDonald's Corp., New York Giants, NFL, Philadelphia Eagles, Pittsburgh Steelers, SFX, Soccer, St. Louis Rams, Visa, Westwood One

MLB sponsors fear strike

While Major League Baseball and the union are playing a game of brink-manship at the negotiating table, league sponsors, who collectively have hundreds of millions of dollars in play, are starting to get the jitters. MasterCard, which at the All-Star Game last week announced the $100 million ...

Tags: Baseball, Fox, Marketing and Sponsorship, MasterCard International Inc., MLB

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