About The Author

Terry Lefton

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

Featured Story

At start of ‘shakeout cycle,’ retailers prepare for a new reality

Published in SportsBusiness Journal on 09 / 26 / 16

A fter America’s largest sporting goods chain goes under, when you gather hundreds of sporting goods manufacturers and retailers, the main topic of discussion is obvious. The Sports Authority ’s bankruptcy means 20 million square feet...

Read More

Tags: Marketing and Sponsorship

More Stories by this Author

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

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 ...

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 ...

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 ...

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 ...

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

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 ...

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 ...

SportsBusiness Journal: Ex-NHL execs start investment fund

Three former top NHL executives are joining with an investment banker who once sold sponsorships for the New Jersey Nets to launch Accrue Sports and Entertainment Ventures, a consulting firm and an institutional fund that will invest in emerging sports, media and entertainment companies ...

SportsBusiness Journal: Even at MIT, metrics have their limit in sports decision-making

Analytics can be useful in evaluating athletes’ on-field performance, but just as marketers struggle to find appropriate metrics for ROI and brand evaluations, executives on every side of sports are challenged to formulate definitive metrics. While MIT hosted a conference last week focu ...

Tags: Marketing and Sponsorship

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug