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Terry Lefton

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

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Take the pair: Simms, Esiason line up for Investors Bank

Published in SportsBusiness Journal on 05 / 15 / 17

W hen Source Communications President Larry Rothstein called 16W Marketing partner Steve Rosner in mid-January and asked him to recommend someone from his talent stable to carry the ball for Investors Bank , Rosner had an alternative idea...

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Tags: Marketing and Sponsorship

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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 ...

SportsBusiness Journal: Halftime evolves as sponsorship vehicle

For the Super Bowl’s first 26 years, the game’s halftime show was as routine as a run up the middle. It was a saccharine combination of marching bands, acts like Up With People and Disney-themed shows such as “It’s a Small World.” The Michael Jackson show ushered ...

SportsBusiness Journal: Baseball season’s near, and team sponsors are warming up

In the dead of winter, here are some Major League Baseball club deals to help warm the heart of any team sponsorship marketer and remind us that MLB’s Opening Day is less than three months away. It’s always news when a team flips beverage partners and such is the case in Cincinnati, wh ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NFL close to adding P&G to sponsor list

Pre-eminent packaged-goods marketer Procter & Gamble is close to a large five-year sponsorship deal with the NFL that would align its swath of health, beauty and household products brands with league marks. While details were scant, sources said the NFL has been pursuing the packaged g ...

SportsBusiness Journal: NBA cans ban on liquor ads

NBA owners have reversed a longtime ban on courtside advertising by spirits brands in an effort to drive revenue during the economic downturn. The league is also crafting policies that could allow teams to offer hard liquor advertising on team Web sites, point-of-sale retail locations or ...

SportsBusiness Journal: Dean Bonham closes firm, opens business in Europe

The Bonham Group, a Denver-area sports marketing firm that has had a hand in many naming-rights deals during the last 20 years, has closed its doors. Namesake Dean Bonham has relocated to Europe, where he is concentrating on business in that continent as Bonham Sports Marketing, with offic ...

SportsBusiness Journal: Sponsor revenue up, but U.S. remains a challenge for WBC

The first pitch of the World Baseball Classic tournament takes place in less than eight weeks and yet it has few U.S.-based sponsors and no global partners signed outside of apparel companies. Two sponsors of the first WBC in 2006, U.S. brands MasterCard and Anheuser-Busch , did not ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: With reorganization ahead, AFL lays off most of its staff

With the Arena Football League canceling its 2009 season, staff layoffs were expected. The AFL lowered the boom on most league employees on Dec. 22, dismissing all but five of the staff from league headquarters in New York, and five from its Chicago office. Sources said about 25 employees ...

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