About The Author

Terry Lefton

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

Featured Story

Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

05/26/08
SportsBusiness Journal: Miller goes big with Cowboys

Miller Brewing is renewing its longtime marketing relationship with the most potent team brand in the NFL, the Dallas Cowboys, in a deal that NFL sources say is likely the largest sponsorship ever for an individual U.S. team outside of naming rights. The 10-year sponsorship deal, which NFL sour ...

05/26/08
SportsBusiness Journal: NFL exec Hawkins leaving to open consulting firm

NFL senior vice president of business affairs Frank Hawkins, a top league adviser who heads strategic planning for its media group, is leaving the league in June after almost 15 years to form a media consultancy. Hawkins is opening Scalar Media Partners, based in New York City, along with Tom Sp ...

05/19/08
SportsBusiness Journal: Nike to end rival’s run with Yanks

Nike and the New York Yankees have agreed in principle to a five-year sponsorship agreement that will begin in 2009, the team’s first in the new Yankee Stadium. The cash and product deal ends a historic 11-year relationship between Adidas and the Yankees that remains one of Adidas’ big ...

05/19/08
SportsBusiness Journal: Can NBC sell a $6M minute?

NBC Universal Sports and Olympics Chairman Dick Ebersol was hosting a small dinner for ad buyers and agency executives at New York’s 21 Club after NBC’s upfront presentation last week. At one point during the meal, Ebersol referred to one of his top lieutenants, Seth Winter, as &l ...

05/19/08
SportsBusiness Journal: Season’s successes have NHL ready to party

Some of its most fervent supporters bemoan that the NHL can’t get a break. But this week, the league starts its Stanley Cup Finals amid a raft of positive news. It has its best U.S. postseason ratings story in years and record regular-season attendance has been followed by an unpreced ...

05/19/08
SportsBusiness Journal: State Farm toys with Torre’s West Coast state of mind in ad

Dodgers manager Joe Torre joins State Farm Insurance’s growing cast of athlete and personality endorsers. You can add Los Angeles Dodgers manager Joe Torre to the expanding list of properties, athlet ...

Tags: Marketing and Sponsorship

05/12/08
SportsBusiness Journal: Nets add 6 founding partners for Barclays

The Nets have more than 100 million reasons to stay on course and move to Brooklyn. While the organization’s Barclays Center project is mired in legal delays and reports surfaced recently that New Jersey officials were making a run to have the team move to the Prudential Center in Newar ...

Tags: NBA, Brooklyn Nets

05/12/08
SportsBusiness Journal: NFL alumni toast days when league counted in millions, not billio ...

It was a mishmash of a 20th high school reunion and a wedding between families large enough to make a caterer sigh. Call it “My Big Fat NFL Reunion.” The recent gathering of 150 former NFL employees was held at a Manhattan steak house about halfway between the league’s headquarters at ...

Tags: Marketing and Sponsorship

05/12/08
SportsBusiness Journal: Right Guard returning to sports with NBA

Dial’s Right Guard deodorant brand has signed a multiyear agreement as an NBA corporate sponsor and the company is in the final stages of adding emerging NBA superstar Chris Paul of the New Orleans Hornets as a spokesman. Details on the basketball-themed creative, from Energy BBDO, C ...

05/05/08
SportsBusiness Journal: Gridiron Bash agency seeks investors to stay in business

MSL Sports and Entertainment, the New York-based agency that attempted to create a weekend of entertainment around college football spring games, is seeking investment partners so it can stay in business. Shawn Garrity, president and partner in MSL, said, “We’re a dog with a lot of fig ...

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