About The Author

Terry Lefton

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

Featured Story

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...

Read More

Tags: Marketing and Sponsorship, Panini

More Stories by this Author

03/31/08
SportsBusiness Journal: NHL aims to keep avid fans tuned in

The NHL is preparing at least eight new executions of its “Play Every Shift” campaign. The ads address the qualities of postseason play and will run during the Stanley Cup playoffs, which begin next week. The spots, from ad agency Y&R, feature the playoff-specific line, “The Cup ...

03/17/08
SportsBusiness Journal: A-B signs top-level ballpark deal

The New York Mets have sold the first top-level “signature partner” sponsorship in their new ballpark to longtime Mets sponsor Anheuser-Busch. A-B has been a longtime partner of the Mets. Terms were not revealed, but industry sources said t ...

03/17/08
SportsBusiness Journal: It’s clear: Aquafina now Pepsi’s lead brand with MLB sponsorship

What began with a Lou Piniella ad for Aquafina late last year was the first drop in what will become a flood of activation this season, as Pepsi ’s branded tap water takes the lead role with the company’s longtime MLB sponsorship. Pepsi core product or a generic Pepsi brand message w ...

Tags: Marketing and Sponsorship

03/17/08
SportsBusiness Journal: GM, Gatorade stay in the game and renew with MLB

With the opening pitch of the 2008 Major League Baseball season just weeks away, General Motors and Gatorade, two of the league’s largest corporate sponsors, have completed renewals. General Motors, a league sponsor since 2005, has signed on for another three years. Gatorade, a leagu ...

03/10/08
SportsBusiness Journal: NFL’s platform for this season: ‘Believe In Now’

“Believe In Now” is the seasonlong theme for the NFL’s 2008 NFL campaign. The league introduced the marketing platform, along with the logo for Super Bowl XLIII, to about 300 licensees, team officials and retailers who gathered at Dolphin Stadium in Miami Gardens, Fla., last week for the sixth annu ...

03/10/08
SportsBusiness Journal: Sentient becomes Breeders’ Cup sponsor

Sentient Flight Group is replacing NetJets as a sponsor of the Breeders’ Cup in a four-year deal, plus an option. The deal gives the private jet membership company access to some of the well-heeled owners and principals of the horse racing set, along with some branding and media assets ...

03/10/08
SportsBusiness Journal: Former NFL executives point recruitment firm toward sports

Three former NFL executives with more than 60 years of sports marketing experience among them are combining to launch a sports-specific executive search, recruitment and career counseling firm. The Convergence Network will be based in New York City and Connecticut. Tom Richardson is man ...

03/10/08
SportsBusiness Journal: Winter Classic negotiations might put Yankee Stadium on ice

Will “The House That Ruth Built” close with an NHL game next New Year’s Day? Sources involved tell us the NHL is negotiating with the city of New York, which owns Yankee Stadium, and talking with the Yankees to make the league’s next outdoor game the final event in the stadium that has ...

Tags: Marketing and Sponsorship

03/03/08
SportsBusiness Journal: Fathead gets slim with Tradeables

Fathead is going on a diet. The licensing company that re-reinvented the sports poster category with “life-sized wall graphics” of athletes and sports logos that sell for upward of $90 is pushing into mass retail distribution with the August launch of Fathead Tradeables. The Tradeabl ...

02/25/08
SportsBusiness Journal: IMG will join CBS in selling NCAA packages

IMG, continuing its rapid accumulation of collegiate marketing rights, has completed a deal with the NCAA and CBS in which it will sell marketing packages across the athletic association’s 88 championships. The sales agreement is designed to encourage greater activation against NCAA eve ...

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug