About The Author

Terry Lefton

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

Featured Story

New Era Looks For Ways To Build On Record '16 MLB Sales, Amps Up Opening Day Promo

Published in SportsBusiness Daily on 03 / 30 / 17

After a record year for MLB sales, buoyed by the Cubs' first championship since 1908, New Era Cap must figure out how it can come close to rivaling last season's 10% sales spike. Another Cubs championship would help, particularly if it were to come against a storied franchise like the Red Sox or...

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Tags: Marketing and Sponsorship, New Era

More Stories by this Author

11/03/08
SportsBusiness Journal: Phillies win and Aramark mops up

Citizens Bank Park and concessionaire Aramark set a per cap record for the venue during the four nights of World Series baseball in Philadelphia, representing the core of what was described as “the perfect storm” for the ballpark and its surrounding sports facilities. ...

11/03/08
SportsBusiness Journal: Family members say goodbye to ‘The House That Grandpa Built’

Nearly 4.3 million people passed through Yankee Stadium’s turnstiles in its final year, with many more intent on saying goodbye to the historic structure than in witnessing that day’s competition. It is a venue with a legacy we may never see again, built to showcase the exploits of a s ...

Tags: Marketing and Sponsorship

10/27/08
SportsBusiness Journal: MasterCard puts ‘Priceless’ Peyton behind World Card

Peyton Manning’s sixth television ad in the last four years as part of MasterCard’s “Priceless” campaign breaks on NBC’s “Sunday Night Football” on Nov. 2. While the Indianapolis Colts quarterback and two-time league MVP has been used before as a brand ambassador in ads from longtime ...

10/27/08
SportsBusiness Journal: Naming-rights market not frozen, but things are pretty chilly

Editor's note: This story has been revised from the print edition. For any sponsorship pro struggling through the worst sales environment since immediately after 9/11, we thought it might be instructive to hear from those selling the biggest-ticket items in the business: naming rights. ...

Tags: Marketing and Sponsorship

10/27/08
SportsBusiness Journal: Licensees launch Celtics championship line

Four months after the Boston Celtics won their 17th NBA championship, league licensees are rolling out a line to commemorate the title. The Celtics’ victory netted out as the NBA’s third-biggest hot-market licensed-sales opportunity ever, behind the top-selling Chicago Bulls&rs ...

10/27/08
SportsBusiness Journal: MLB poised for blazing hot market if Phils win World Series

While few people had great expectations for strong television ratings for this year’s World Series between the Philadelphia Phillies and the Tampa Bay Rays, it’s another story when it comes to sales of licensed products. Under the well-established adage that there’s no deman ...

10/20/08
SportsBusiness Journal: Vitaminwater flows onto NCAA sidelines

Vitaminwater will have a presence at all 88 NCAA championships. Coke’s Vitaminwater brand is moving to the forefront of the company’s NCAA sponsorship. Starting next month, all 88 NCAA championships, including the crown jewel men’s basketball tournament, ...

10/20/08
SportsBusiness Journal: AFL owners OK sale of $100 million stake

Arena Football League owners have approved a tentative deal with Platinum Equity that calls for the company to invest up to $100 million and assume management control of the league. AFL owners voted on Oct. 10 to approve a nonbinding letter of intent calling for Los Angele ...

10/20/08
SportsBusiness Journal: Licensed goods execs at leagues still see growth

Hyperbole is an element of any sales process, but it’s still confounding to find many of the biggest sports licensors forecasting growth in the face of a beleaguered economy. “I’ve never seen a tougher retail environment,” said Brian Jennings, NHL executive vice president of marketin ...

10/20/08
SportsBusiness Journal: Majestic keeping pace after sale

Editor's note: This story has been revised from the print edition. On a recent Sunday evening, a man was shopping on MLB.com and ordered a New York Yankees pinstripe jersey with a customized name and number from Majestic Athletic, which has been making baseball’s authentic jerseys ...

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