About The Author

Terry Lefton

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

Featured Story

Rebrand conveys MLS’s confidence

Published in SportsBusiness Journal on 09 / 22 / 14

Seeking inspiration during a rebranding process that lasted more than a year, Major League Soccer marketers found it in the stands before a July 2013 Gold Cup game in Portland. Before a match in which the U.S. team beat Belize 6-1, some of the most ardent supporters of the U.S. national team erec...

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Tags: Leagues and Governing Bodies

More Stories by this Author

08/16/04
SportsBusiness Journal: Sports Spots: “Taco Tale

• Client: Del Taco • Agency: G&M Plumbing, Manhattan Beach, Calif. • Principals: For Del Taco: Randy Lopez, vice president, marketing, and Joe Senger, senior director of marketing. For G&M Plumbing: Mickey Taylor and Glenn Miller, creative directors. • Media buy: Anahei ...

Tags: Baseball, Los Angeles Angels, Sports Spots

08/09/04
SportsBusiness Journal: Sirius snapping up NFL team deals

The Sirius “Rhythm of the Road” truck will visit St. Louis, Dallas and other NFL cities. Sirius Satellite Radio is moving quickly to cement team deals in support of the $220 million, seven-year contract it signed last year for exclu ...

Tags: Dallas Cowboys, Football, NBA, NFL, NHL, St. Louis Rams, This Week's Issue

08/09/04
SportsBusiness Journal: New nfl.com ads go fantasy

NFL.com kicks off its first ad campaign dedicated to rotisserie players this week, as traffic and commerce generated by fantasy football help push the NFL’s aggregate network of team and league sites from a $5 million business five years ago to more than $110 million of revenue in 2003 and ...

Tags: Football, NFL, SportsLine.com, This Week's Issue

08/09/04
SportsBusiness Journal: A-B buying another round of MLB

Anheuser-Busch has agreed to terms on a three-year extension of its Major League Baseball corporate sponsorship. The “King of Beers” has been an MLB sponsor since 1980 (MLB’s second-oldest, after Gillette’s 65-year relationship ...

Tags: AFL, Anheuser-Busch Cos., Baseball, BBDO WorldWide, Campbell Soup Co., Canon Inc., DHL, FedEx Corp., Football, Gillette, Marketing and Sponsorship, MBNA America Bank, MLB, New York Giants, NFL, Octagon Group, PepsiCo, St. Louis Rams, Tennis, Toronto Raptors, Visa

08/09/04
SportsBusiness Journal: ESPN hires IMG for Japan effort

Looking to push its own branded licensed products and those of its signature X Games outside the United States, ESPN has signed IMG as its licensing agent for Japan, one of the planet’s most licensing-crazed countries. ESPN has been on the air in Japan for around 12 years, both through ...

Tags: ESPN, IMG, Marketing and Sponsorship, MLB

07/26/04
SportsBusiness Journal: Texas soccer complex signs sponsor

Texans Credit Union has signed on as the second founding sponsor of the pro and amateur soccer facility being built in Frisco, Texas, by Hunt Sports Group. Sources said the 10-year deal was in the high seven figures. It includes ...

Tags: Anheuser-Busch Cos., Century 21 Real Estate Corp., DHL, FC Dallas, Fox, Hartford Financial, Hunt Sports Group, IMG, Marketing and Sponsorship, MasterCard International Inc., MLB, MLS, NBA, NBC, New Era, New York Giants, Pfizer, Reebok, Soccer, Time Warner, USOC, Yahoo! Inc.

07/26/04
SportsBusiness Journal: Foot Locker tries on new school shoes

Foot Locker, America’s biggest sports specialty retailer, is launching its annual back-to-school TV advertising flight with co-op ads from its biggest shoe vendors featuring top athletes and hip-hop musicians. Reebok’s ad takes a hip-hop flavor. ...

Tags: ESPN, Foot Locker, Marketing and Sponsorship, Minnesota Timberwolves, MTV, Philadelphia Eagles, Reebok

07/26/04
SportsBusiness Journal: Helfant rises to lead Nike marketing

Nike has made changes at the top of its sports marketing department, making Adam Helfant the head of global sports marketing at what is arguably the world’s top sports brand. Helfant Meantime, sources said that Nike has all but compl ...

Tags: IMG, Marketing and Sponsorship, NBA, NFL, Reebok, WNBA

07/26/04
SportsBusiness Journal: NFLShop sales could hit $60M

Philadelphia Eagles coach Andy Reid graces the cover of the national NFLShop catalog, which kicks off the e-commerce portion of the 2004 season. Around a million of the catalogs, crammed with NFL licensed product, will reach U.S. homes this week, along with an additional 2.6 million team-sp ...

Tags: Foot Locker, Football, NFL, Philadelphia Eagles, This Week's Issue

07/26/04
SportsBusiness Journal: FanFest attendance up from last year

While MLB marketers may not have been happy with the ratings from the recent All-Star Game in Houston, which were down 7 percent, numbers from the annual John Hancock FanFest tell an altogether different story. Attendance at FanFest was 91,478 over five days, up from the 84,000 who at ...

Tags: Baseball, Houston Astros, MLB, This Week's Issue

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