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Terry Lefton

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

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Panini Signs QB Marcus Mariota To Autograph Trading-Card Deal

Published in SportsBusiness Daily on 03 / 30 / 15

Panini has signed NFL Draft prospect and Heisman Trophy winner Marcus Mariota  to an autograph trading-card deal. Under the agreement, Mariota will appear on Panini packaging including its first collegiate licensed trading cards, "Contenders ...

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SportsBusiness Journal: How the Bruins crafted a campaign to win back fans

Bruins coach Mike Sullivan tapes a commercial called “We’re back” soon after the NHL ended a labor dispute with players and cleared the way for teams to get back in action. It’s only a few hours into the opening day of training camp at Bost ...

Tags: Boston Bruins, Hockey, New England Patriots, NESN, NHL, In-Depth

SportsBusiness Journal: NFL scores as investor in Reebok-Adidas deal

In the latest example of the rich getting richer, the NFL will reap a windfall of more than $25 million once Adidas’ acquisition of Reebok is complete, licensing industry and league sources confirmed last week. The “bonus” being provided to the league by Reebok stems from stock warrants ...

Tags: Adidas, Football, NFL, Other News, Reebok

SportsBusiness Journal: Peyton Manning adds Sony, Kraft to lucrative endorsement list

We don’t claim to be the indisputable keeper of such records, but after a season in which Indianapolis Colts quarterback Peyton Manning connected for a record 49 touchdown passes, we won’t argue when IMG tells us that Manning is ...

Tags: ABC, ESPN, Football, IMG, Indianapolis Colts, Kraft Foods, Marketing and Sponsorship, MasterCard International Inc., McCann-Erickson Worldwide Inc., NASCAR, New York Yankees, NFL, NHL

SportsBusiness Journal: Goodbye, bowling balls, hello, running shoes as PBA executive cha ...

As the new president of Devine Racing, Steve Miller is now the answer to the question “what do bowling and marathons have in common?” Steve Miller will help run a Chicago company that owns marathons. Miller, 62, the former director of ...

Tags: Other News, PBA

SportsBusiness Journal: Study helps NFL unify branding efforts

When package-goods marketers migrate to sports properties, the most dramatic difference they find is the seat-of-the-pants marketing endemic to sports. Marketing institutions like Procter & Gamble won’t even consider changing packaging colors from Pantone 179 to 180, an almost imperceptibly ...

Tags: Football, NFL, In-Depth

SportsBusiness Journal: Motorola makes connection with program

Motorola, best known in NFL circles for having its brand on coaching headsets, will attempt to further validate its football ties with a seasonlong online balloting program asking fans to select the most innovative players in league history. “The branding we’ve gotten is great, but now we’ ...

Tags: Football, Marketing and Sponsorship, NFL, RadioShack, Sprint Corp.

SportsBusiness Journal: Visa expands NFL playbook with new marketing efforts

Visa is planning one of its most ambitious marketing programs ever as it enters its 11th year as an NFL corporate sponsor. Included in Visa’s plans are a mobile marketing effort in which fans will be asked to emulate their NFL heroes by creating their own end-zone dances, a youth-targete ...

Tags: BBDO WorldWide, Football, Marketing and Sponsorship, NFL, Visa

SportsBusiness Journal: Sponsors can’t wait to get season started

Now in its fourth season, the NFL Kickoff celebration has more sponsor activation then ever. It will serve as both a coming-out party for new NFL corporate patron Sprint, which is presenting sponsor of Kickoff 2005, and for the NFL’s “Road to XL” seasonlong Super Bowl marketing campaign. Th ...

Tags: ABC, Campbell Soup Co., Electronic Arts, Football, Gillette, Marketing and Sponsorship, New England Patriots, NFL, Oakland Raiders, PepsiCo, Sprint Corp., Visa

SportsBusiness Journal: NFL losing chief of new media

NFL new media chief Chris Russo is leaving the league to put out his own shingle as a new media and investment adviser. Russo joined the NFL in 1999 and worked on the league’s current Internet rights deal with AOL, Viacom and SportsLine.com, and the NF ...

Tags: ABC, ESPN, Football, NFL, Other News, Sprint Corp., Time Warner, Yahoo! Inc.

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