About The Author

Terry Lefton

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

Featured Story

Take the pair: Simms, Esiason line up for Investors Bank

Published in SportsBusiness Journal on 05 / 15 / 17

W hen Source Communications President Larry Rothstein called 16W Marketing partner Steve Rosner in mid-January and asked him to recommend someone from his talent stable to carry the ball for Investors Bank , Rosner had an alternative idea...

Read More

Tags: Marketing and Sponsorship

More Stories by this Author

04/27/09
SportsBusiness Journal: SNY selling local rivalries at spots’ faux store

A Giants fan takes care of a Jets-dressed mannequin in one of the new TV spots. Looking to amp up its presence as arbiter and tastemaker at the intersection of all things sports and New York, SportsNet New York will break a TV, digital and out-of-home campaign ...

04/27/09
SportsBusiness Journal: SNY selling local rivalries at spots’ faux store

A Giants fan takes care of a Jets-dressed mannequin in one of the new TV spots. Looking to amp up its presence as arbiter and tastemaker at the intersection of all things sports and New York, SportsNet New York will break a TV, digital and out-of-home campaign ...

04/20/09
SportsBusiness Journal: RJSM taking controlling interest at AVP

Following the recent exit of former Commissioner Leonard Armato, the AVP finds itself at yet another crossroads. The good news is that it has a new lead investor in RJSM Partners, which is moving from a minority partner to taking over controlling interest in the volleyball tour. “Pro ...

04/20/09
SportsBusiness Journal: NFL sponsors ready to perform at Radio City

Licensees and corporate sponsors are drawing up their marketing plays to support the NFL draft at Radio City Music Hall this week. About 800 VIP guests will attend. The NFL has again taken more than 500 lamppost banners around Midtown Manhattan, along with a billboard in Times Square. ...

04/20/09
SportsBusiness Journal: Product integration shows Right Guard came to play

It is not often we look to the deodorant category for paradigms of sports marketing expertise, but when we see what Dial ’s Right Guard brand has created after less than a year as an NBA corporate sponsor, maybe we should. After signing NBA wunderkind Chris Paul as a spokesman pr ...

Tags: Marketing and Sponsorship

04/13/09
SportsBusiness Journal: What’s next for Reebok? ‘Fun and fit’

Over the past two decades, while Nike was swelling from a $1.2 billion company to an $18.6 billion empire, the most consistent characteristic of Reebok was its proclivity for ditching agencies and tag lines nearly as often as consumers change shoes. Nike introduced “Just Do It&r ...

04/06/09
SportsBusiness Journal: MLB campaign is its biggest ever

Major League Baseball this week will open the 2009 season by breaking its first new marketing tag line in three years: “This is Beyond Baseball.” MLB Chief Marketing Officer Jacqueline Parkes described the multimedia ad campaign as the league’s largest ever, with MLB righ ...

04/06/09
SportsBusiness Journal: Gimme five: Subway makes Crabtree its ‘Fresh Buzz’ guy for ’09

Three weeks before the April 25 NFL draft, Subway has made its selection, signing likely high first-rounder Michael Crabtree as spokesman for its annual “Fresh Buzz” promo, in which a college player eligible for the draft makes appearances, does media tours and participates in chats a ...

Tags: Marketing and Sponsorship

03/30/09
SportsBusiness Journal: New Era makes a visit to the mound to begin baseball season

Philadelphia Phillies ace lefty Cole Hamels will star in a new television spot for longtime MLB on-field cap rights holder New Era that breaks around the start of the MLB season on ESPN and other cable networks. The ad from boutique shop MMB , Boston, shows the World Series MVP walki ...

Tags: Marketing and Sponsorship

03/30/09
SportsBusiness Journal: Clubs to vet liquor, lottery options

NFL owners at last week’s meetings considered easing restrictions on liquor and lottery sponsorships and asked clubs to assess the business opportunities and report back next month.  If owners are convinced that lottery and spirits marketing are credible, if not lucrative, business opp ...

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug