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Terry Lefton

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

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Stanley Cup will be everywhere, including doughnuts

04 / 14 / 14

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

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Tags: Marketing and Sponsorship

More Stories by this Author

04/29/02
Palmeiro goes to bat for Viagra

“At first I wasn't sure about doing this,” says Palmeiro of endorsing Pfizer's erectile dysfunction drug. The camera catches Rafael Palmeiro at practice. The Texas Rangers star, in full uniform, looks into the lens and becomes the first ath ...

Tags: Atlanta Braves, MLB, NASCAR, Pfizer, Sports Illustrated, Texas Rangers, This Week's Issue

04/29/02
Tae kown do league set to open

Is the world ready for its first professional tae kwon do circuit? Organizers will take the wraps off the World Taekwondo League this week in New York. What its backers are calling a global league will debut with a three-day tournament July 14-16 in Madison Square Garden, managed and promote ...

Tags: Clear Channel Communications Inc., This Week's Issue

04/22/02
Gillette renews with MLB

Gillette, Major League Baseball's most venerable sponsor, has renewed its longtime MLB corporate affiliation for two more years. The seven-figure package includes buys on MLB broadcasters Fox and ESPN as well as virtual advertising behind the plate. Sources ...

Tags: Baseball, ESPN, Fox, Gillette, MLB, This Week's Issue, WUSA

04/15/02
Marketing integration will happen

The watchword at the NFL these days is integration. To that end, the league is seeking more efficient ways of combining its own marketing efforts with those of its sponsors and clubs. The NFL's off-season marketing playbook also includes the establishment of a year-round calendar o ...

Tags: Coors Brewing Co., Football, NFL, PepsiCo, Reebok, Special Report

04/15/02
Belushi does Cup duty in promos

From left, the Stanley Cup, Jim Belushi and Courtney Thorne-Smith share some couch time. Jim Belushi, star of ABC's sitcom "According to Jim," shares the spotlight with the Stanley Cup in a series of ne ...

Tags: ABC, Anheuser-Busch Cos., NHL, Other News

04/15/02
McD's trying World Cup promo

I n one of the few examples showing stateside leveraging of World Cup rights, more than 700 McDonald's in the Los Angeles market will run a World Cup phone card promotion around the May 31-June 30 tournament. The offer sees four different collectible cards going for $2.49 and o ...

Tags: Adidas, Dallas Cowboys, Fox, Host Communications Inc., Marketing and Sponsorship, McDonald's Corp., MCI Group, Microsoft Corp., NBA, NBC, Qualcomm, SFX, Soccer, Sports Illustrated, Sprint Corp., Yahoo! Inc.

04/15/02
NFL deals signal change

A fter years of sniping between the NFL and its clubs about who should control which sponsorship rights, the league is now selling a redesigned package that in most cases will not include individual team trademarks. Many elements of the package haven't been completed, but the leag ...

Tags: Anheuser-Busch Cos., Coors Brewing Co., Dallas Cowboys, Football, Hershey, NFL, PepsiCo, Special Report, Washington Redskins

04/08/02
NHRA promotes with Wendy's

C ontinuing an attempt to extricate itself from second-tier property status, the National Hot Rod Association is embarking on its first quick-service-restaurant promotion in six years, a kids' meal promotion beginning this month that will get the NHRA critical exposure in Wendy's ...

Tags: Arizona Diamondbacks, Boston Celtics, Leo Burnett Worldwide, Marketing and Sponsorship, MasterCard International Inc., McDonald's Corp., NASCAR, NBC, PepsiCo, SFX, Wendy's International Inc.

04/08/02
Untold ticket revenue on horizon

The Dogers are part of a pilot program designed to help season-ticket holders dispose of unwanted seats. As Madison Square Garden's president of sports and team operations, Steve Mills has a problem beyon ...

Tags: Arizona Diamondbacks, Cleveland Browns, Columbus Blue Jackets, Los Angeles Dodgers, MasterCard International Inc., Miami Heat, MLB, MSG Network, NBA, New Orleans Saints, New York Knicks, New York Rangers, San Diego Padres, Special Report, St. Louis Cardinals

04/01/02
MasterCard behind 'Moments'

M asterCard is telling prospective partners that it will put between $50 million and $100 million in media support behind its MLB-themed "Moments" promotion this summer. The promo will allow consumers to chose MLB's most historic moment from a menu of the game's top 25 moments. ...

Tags: American Airlines Inc., Churchill Downs Inc., Coors Brewing Co., ESPN, Marketing and Sponsorship, MasterCard International Inc., McDonald's Corp., MLB

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