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Terry Lefton

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

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Pepsi Puts Emoji-Themed Spin On Yankees' Cap Giveaway

Published in SportsBusiness Daily on 06 / 29 / 16

Cap night at a baseball park is one of the oldest promotions in sports. However, tonight’s version at Yankee Stadium has an update: it is also PepsiMoji night. Pepsi is continuing to integrate its emoji-filled summer marketing campaign tonight in the Bronx, as the first 18,000 fans get Yankees...

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SportsBusiness Journal: Expedia on the map as new NFL sponsor

Travel Web site Expedia is the latest NFL corporate sponsor, signing a three-year deal making it the “official travel provider of NFL fans.” “Overall, it is a branding play,” said Expedia North America President Paul Brown. “We have good brand recognition, but we need this to drive brand prefere ...

SportsBusiness Journal: Chevy, Gatorade, Wheaties on MLB’s offseason renewal list

Around MLB, the bats and balls have been put away after Boston’s second championship in four seasons. Of course, fans of other clubs might point out that it’s also the BoSox’s second title since 1918, but pro sports are a “What have you done for me lately?” business. While players may ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Dunkin’ Donuts gets to pick from a dozen for representation

About 12 agencies are involved in a shootout to become the first national sports marketing agency of record for Dunkin’ Donuts . The Canton, Mass.-based chain is a big sports sponsor and media spender on the East Coast, but with the chain exploding from 5,300 to 15,000 domestic loc ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Noah opts for dad’s brand, Le Coq Sportif

Joakim (left) will get marketing help in France from dad Yannick (in 1987). Pursued by both Nike and Adidas, Chicago Bulls first-round pick Joakim Noah has instead signed a six-year deal with Le Coq Sportif, a French footwear and ap ...

SportsBusiness Journal: NFL alumnus Vuono joins UFL as chief operating officer

The UFL continues to expand its executive roster with NFL talent. Former NFL licensing chief Frank Vuono is joining the league as COO, and former NFL Director of Officiating Larry Upson is now vice president of officiating/operations. The appointments come after Michael Huyghue was named the f ...

SportsBusiness Journal: Series keeps Big Papi’s endorsement profile high

Red Sox third baseball Mike Lowell may have been the Most Valuable Player and pitcher Josh Beckett was simply unhittable during the postseason, but when looking at the most marketable player from the recently completed MLB playoffs, it’s got to be designated hitter/first basemen David “ ...

SportsBusiness Journal: Ravens build brand by targeting demos

Ladies Day may be the oldest marketing ploy in sports, but it normally doesn’t extend inside the home team’s locker room. Still, on a steamy October Monday evening in Baltimore, about 125 women are crammed into the Ravens’ dressing room, quaffing wine, munching grilled veggies, cheese and ...

Tags: In-Depth

SportsBusiness Journal: Transformer: Fox Sports Robot turns into licensed toy

Fox Sports is taking its television robot to retail with a licensing deal that will bring toy versions of the network icon to stores later this year and supported by an on-air promotional launch during the network’s weekly NFL pregame show. The robot is ...

SportsBusiness Journal: NBA still doing some interesting deals on the homefront, too

After being continually pestered by those touting the NBA’s declaration of manifest destiny in both Europe and Asia, we felt the need to verify that there is still a healthy domestic business for the league. We’re assured there is, and while we aren’t confusing the era of LeBron, Kobe ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Bypassing highlights, NBA goes for the heart

After an offseason that saw the NBA experience the scandal of gambling allegations against one of its referees, the league this week is launching an umbrella advertising campaign with its new thematic, “NBA: Where Amazing Happens.” The “NBA: Where Amaz ...

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