About The Author

Terry Lefton

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

Featured Story

Pepsi Becomes Redskins' New Soft Drink Sponsor

Published in SportsBusiness Daily on 07 / 25 / 17

PepsiCo has replaced longtime partner Coca-Cola as a Redskins soft drink sponsor. The deal grants Pepsi co-exclusive and wide-ranging non-alcoholic beverage rights for the Redskins and FedEx Field. The agreement also includes extended rights within the salty snacks category, in which the Redskins w...

Read More

More Stories by this Author

SportsBusiness Journal: Seventy-four of 400 employees taking NFL buyouts, short of league ...

Just 74 of the 400 NFL employees who were offered buyouts in December are taking the deal, far short of the number the league was hoping to reach. Last week was the deadline that league employees could back out of their commitment to take one of the voluntary severance packages, which were ...

SportsBusiness Journal: New firm, big picture for Ponturo

He’s been identified many times on these pages as the most powerful man in sports, so to hear Tony Ponturo reminisce on his many years at the helm of Anheuser-Busch’s sports marketing and media budgets is not insignificant. With InBev buying America’s largest corporate patro ...

SportsBusiness Journal: Former NFL exec Holtzman going to Yankees

Former NFL consumer products chief Mark Holtzman is taking a job with the New York Yankees developing the non-baseball revenue side of the business at the team’s new $1.56 billion facility. Sources said Holtzman will join the franchise in a position that will promote everything but base ...

SportsBusiness Journal: Super Bowl hosts plan while keeping eyes on economy

With Super Bowl XLIII history, local host committees for the next two NFL championships are turning their attention toward fundraising and sponsorship sales with a watchful eye on the recession. “The reality is we’re watching the economy,” said Rodney Barreto, chairman of the Super Bowl ...

SportsBusiness Journal: Adidas, Sprite, T-Mobile active in activation

NBA sponsors are finalizing activation plans for the league’s All-Star showcase to be held this weekend in Phoenix.  “We’ve had as much or more activation by our marketing partners than ever,” said Mark Tatum, senior vice president of marketing partnerships. Top NBA licensee Adidas ...

SportsBusiness Journal: NFL at revenue crossroads

Is the way the NFL does business about to undergo a significant change? With what looks like a contentious labor negotiation imminent along with the likelihood of an uncapped year for player salaries after next season, and most of the league’s television rights deals and almost al ...

SportsBusiness Journal: Licensees change to try to accommodate strapped retailers

Attendance was sparse at the recent Sports Licensing & Tailgate Show in Las Vegas, but even show organizers acknowledged that with the low expectations generated by a moribund economy, they weren’t entirely disappointed. As a matter of fact, even with less than stellar attendance a ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NFL Network touts its never-ending season in Super Bowl ad

For some time, it’s been apparent that the NFL is as much about creating and selling media content as it is about staging NFL events. The fact that the annual Super Bowl ad for NFL Network is evolving into a promo for every form of league-controlled media — online, mobile and TV &mdash ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Inside the creative process of Bud ads

It was 1988 when Anheuser-Busch first pitched a TV network on the idea of buying four minutes of advertising in the Super Bowl, along with having alcoholic beverage category exclusivity. At the time, Miller Brewing Co. had postseason NFL rights, so A-B could not even use the words ...

SportsBusiness Journal: Money talks for licensed gear, goodies

Two hours before Super Bowl XXIX, a father and son stepped out of the Florida sunshine and into Joe Robbie Stadium, hurrying to the souvenir stand closest to the gate. “What can I get, Dad?’’ pleaded the towheaded 10-year-old. Clutching tickets in one hand and grabbing for his wal ...

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug