About The Author

Terry Lefton

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

Featured Story

Sail The High Brees: Saints QB's Foundation Endorsing Carnival Cruise Lines

Published in SportsBusiness Daily on 10 / 19 / 17

Carnival Cruise Lines has signed a deal with Saints QB Drew Brees' foundation and will use him in a sweepstakes promotion offering a free cruise any time he and the Saints throw for more than 300 yards in a game this season. “Cruising brings people together and nothing unites the New Orleans ...

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Tags: Marketing and Sponsorship, Carnival

More Stories by this Author

09/07/09
SportsBusiness Journal: Mayweather-Marquez bout, PPV attract lineup of top brands

Those in the boxing business spend considerable time debating the state of the sport, and a chief complaint is the lack of corporate support, especially since sponsorship has become an essential revenue source for most properties. So for the Sept. 19 match between Floyd Mayweather Jr. and ...

08/31/09
SportsBusiness Journal: Under InBev, it’s business as usual

A little more than a year after InBev swallowed Anheuser-Busch in a $52 billion acquisition, the festering question across sports remains how new ownership will affect the sports budget of one of the industry’s biggest spenders. The gloomiest pundits forecast that the merger would produ ...

08/31/09
SportsBusiness Journal: A-B shifts approach to sports ties

Overhauling a strategy that dates back more than 25 years, Anheuser-Busch is changing the way it links its biggest beer brands with its major sports properties. Since the introduction of Bud Light in 1982, A-B has pursued an approach under which Budweiser and Bud Light have been paired ...

08/03/09
SportsBusiness Journal: ‘It’s still difficult out there,’ but Penguins’ title helped

Most of the NHL’s licensees were scattered last week across the floor of the TD Garden, home rink of the Boston Bruins. Still, it was the championship exploits of another team that wears black and yellow bringing relief to licensees battered by the recession and a dismal retail picture ...

Tags: Marketing and Sponsorship

07/27/09
SportsBusiness Journal: New sponsor SpongeTech soaks up signage

With signage featured on nine MLB outfield walls, and sponsorships of varying size and scope at all but two of the league’s 30 teams, most baseball fans are now familiar with the SpongeTech brand. However, many still don’t know precisely what SpongeTech sells. “Since we’re on a lot o ...

07/27/09
SportsBusiness Journal: No prank: Reebok readies training camp ads

NFL training camps open this week and lead on-field licensee Reebok was finishing a new NFL apparel campaign last week that celebrates an ancient training camp ritual — pulling pranks on rookies. Looking to cement its NFL ties and push sales of its Speedwick shirts with NFL logos, Reebo ...

07/27/09
SportsBusiness Journal: Many NFL clubs still perfecting approach to practice patches

The recession’s stranglehold on marketing budgets has forced even the largest sports properties to create new sponsorship inventory. Liquor, lottery and practice jersey patches are now permitted targets in the NFL, though from what we have heard from the clubs, only the ability to mark ...

Tags: Marketing and Sponsorship

07/20/09
SportsBusiness Journal: MLB meets goals in St. Louis

Major League Baseball, its sponsors and media partners, and the city of St. Louis all received a clear message at last week’s All-Star Game: Doing good can still mean big business. This year’s event, wrapped around a theme of community service and charity highlighted by the involvement ...

07/13/09
SportsBusiness Journal: ANC Sports is acquired by Celeritas

ANC Sports, the marketing and venue signage company run by Jerry Cifarelli, has been purchased by Celeritas Management, an investment firm headed by longtime sports marketer Del Wilber. Financial terms were not disclosed. Under the terms of the deal, Cifarelli will remain ANC preside ...

07/13/09
SportsBusiness Journal: Let the Fin begin

It was late last year, with his NFL team in the midst of a surprisingly successful season, and new Miami Dolphins owner Stephen Ross was humming a tune he just couldn’t get out of his head: “Fins,” a signature song from part-time Florida resident Jimmy Buffett. ...

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