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Terry Lefton

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

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At start of ‘shakeout cycle,’ retailers prepare for a new reality

Published in SportsBusiness Journal on 09 / 26 / 16

A fter America’s largest sporting goods chain goes under, when you gather hundreds of sporting goods manufacturers and retailers, the main topic of discussion is obvious. The Sports Authority ’s bankruptcy means 20 million square feet...

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Tags: Marketing and Sponsorship

More Stories by this Author

01/28/08
SportsBusiness Journal: Nike to keep Federer with 10-year deal

Nike is poised to sign Roger Federer to a new deal that stands to be the most lucrative tennis endorsement ever, sources said. The 10-year extension could be worth as much as $13 million a year. Sources close to the deal differed on whether that money was fully guaranteed or in part d ...

01/28/08
SportsBusiness Journal: Earnhardt holds key to restarting NASCAR licensed goods sales

It’s NASCAR’s 60th birthday and the 50th anniversary of its signature Daytona 500 race. In addition, you have Sprint taking Nextel’s place and Nationwide replacing Busch as title sponsor for their respective circuits. That means there are a lot of new logos to peddle. But it’s th ...

Tags: Marketing and Sponsorship

01/28/08
SportsBusiness Journal: Hits and misses in Super Bowl advertising

Is a great Super Bowl ad any different than a great ad per se? Asking this question to marketers elicits a variety of answers. Still, those who have practiced their craft on advertising’s biggest stage know there’s a different standard for Super Bowl ads, even if there’s not always a co ...

Tags: In-Depth

01/28/08
SportsBusiness Journal: For NFL Net, a new round of lousy predictions

The NFL Network is reprising its “predictions” ad to run during Fox’s broadcast of the Super Bowl. The ad will feature a flashback to September to show how much things can change over an NFL season. Scripting was still being finalized for a shoot by agency Triple Double, scheduled ...

01/21/08
SportsBusiness Journal: Ripken’s solid reputation resonates with water heater company

We’re always looking for new categories that are spending dollars on sports, so we’re intrigued that Cal Ripken has signed a three-year deal to endorse Rinnai water heaters, where he will serve as a “brand ambassador.” We’re not necessarily sure this means that water heaters are ...

Tags: Marketing and Sponsorship

01/21/08
SportsBusiness Journal: NFL thinks desert Super Bowl logo will be hot

Licensing of the generic mark for the Super Bowl always yields $100 million or more in retail sales, but with the New England Patriots looking for a perfect season and a national team like the Green Bay Packers still in the mix as of last week, NFL licensing executives were hopeful of c ...

01/14/08
SportsBusiness Journal: Trade show looks for bigger numbers

With the sporting goods industry still struggling over whether trade shows have outlived their usefulness, the Sports Licensing & Entertainment Marketplace show will go on in Las Vegas Wednesday through Friday. This trade show that serves the industry has shrunk to a tenth or le ...

01/14/08
SportsBusiness Journal: Can pharmaceutical marketing be cured? Prognosis is dim

We don’t pretend to understand the byzantine complexities surrounding pharmaceutical marketing. In recent years, however, when pharmaceuticals have been intersecting with sports, we’ve learned two lessons. One is that anyone who claims to have an updated knowledge of pharma advertising ...

Tags: Marketing and Sponsorship

01/14/08
SportsBusiness Journal: Kia shifts into high gear with NBA

Auto rivals Kia and Toyota may be sharing NBA rights, but a new leaguewide deal puts the Korean automaker in the driver’s seat during the most-watched portions of the NBA season. Kia becomes presenting sponsor of the NBA awards for MVP, sixt ...

01/07/08
SportsBusiness Journal: HD heats up

Consumer electronics have been a relatively mundane sponsorship category over the years, without enough margins to justify national sports sponsorships and the large media commitments that accompany them. More recently, though, the explosion of high-definition TV sales has created a spo ...

Tags: In-Depth

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