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Terry Lefton

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

Featured Story

Will jersey ads bring big bucks?

Published in SportsBusiness Journal on 04 / 25 / 16

The most talked about piece of sponsorship inventory to hit the NBA in years is smaller than a standard Post-it note. But as teams hit the market ready to cash-in on this new, long-awaited asset, the case of whether size matters becomes tricky, as the value and impact of the forthcoming 2.5-by-2....

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Tags: Leagues and Governing Bodies

More Stories by this Author

09/03/07
SportsBusiness Journal: Saints get the starring role in debuting Visa ad

With the season under way this week, longtime NFL sponsor Visa is revving up support of its league affiliation with a TV ad and usage promotion employing members of the New Orleans Saints, aiming to displace the Dallas Cowboys as “America’s Team.” An ad from Visa creative shop TBWA/Chiat/Day is ...

09/03/07
SportsBusiness Journal: Crocs sticking with AVP indoors and out

Less than 18 months after signing a three-year title sponsorship, leisure footwear brand Crocs is certain its shoes fit with the AVP. Crocs has extended its AVP title deal to run through 2012, and has separately signed a one-year pact as the first title sponsor of the AVP’s new 20-st ...

09/03/07
SportsBusiness Journal: Crocs’ team deals target NFL fans

Nike, Adidas, Reebok and Under Armour are paying millions of dollars for the rights to have their athletic shoes appear on NFL fields. Crocs is paying far less in an attempt to make itself the shoe of choice for NFL fans. A licensing deal with the NFL signed late last year resulted i ...

08/13/07
SportsBusiness Journal: E-commerce specialist GSI a hit online

GSI Commerce is the biggest sports retailer most consumers have never heard of. Yet anyone who has ordered online from one of the top-five league sites, most major sporting goods specialty retailers and e-commerce sites, or purchased electronically from top sports brands including Adidas, Reebo ...

Tags: In-Depth

08/13/07
SportsBusiness Journal: Not just hanging around

Perhaps one shouldn’t wonder why Fathead can charge $99 for life-sized vinyl photos of the sports’ biggest stars. Remember that “fan” is short for fanatic. Recall that a sports aficionado’s passion is often larger than life. Then a life-sized wall hanging of the obsessed’s favorite athlete or a ...

Tags: In-Depth

08/06/07
SportsBusiness Journal: A-B claims space in Devils’ home

Anheuser-Busch has signed on as a sponsor of the new Prudential Center in Newark, N.J., in a five-year pact that gets it pouring rights and title sponsorship to a 10,600-square-foot bar on the suite level of the arena. Naming rights to two large entrances at the Pru ...

08/06/07
SportsBusiness Journal: AVP taking the beach into arenas

The AVP, which markets beach volleyball using the allure of Southern California’s sand and surf lifestyle as much as the merits of the sport itself, is moving indoors. The pro circuit is launching a two-month indoor tour this winter in association with AEG. What’s being called the AVP Hot ...

07/30/07
SportsBusiness Journal: NHL’s newest hires strengthen marketing efforts

The NHL is boosting its marketing roster by bringing in executives with NFL experience. Keith Wachtel joins the NHL as its new senior vice president of corporate sales and marketing, coming over from the NFL, where he worked for six years, most recently as director of business developmen ...

07/30/07
SportsBusiness Journal: Galaxy deal boosts Herbalife’s brand exposure

Whether spending millions to obtain the services of David Beckham benefits MLS or Posh Spice Beckham more has yet to be determined. However, Herbalife, which spent $20 million over four years to get its trademark on the Los Angeles Galaxy jersey Beckham now wears, is already certain it made a s ...

07/23/07
SportsBusiness Journal: ING adds Denver Marathon to race portfolio

Financial services brand ING is augmenting its collection of road races with a two-year deal to sponsor the Denver Marathon, now in its second year. ING began sponsoring distance races in 2003 with the New York City Marathon. ING becomes a top-level corporate ...

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