About The Author

Terry Lefton

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

Featured Story

Rebrand conveys MLS’s confidence

Published in SportsBusiness Journal on 09 / 22 / 14

Seeking inspiration during a rebranding process that lasted more than a year, Major League Soccer marketers found it in the stands before a July 2013 Gold Cup game in Portland. Before a match in which the U.S. team beat Belize 6-1, some of the most ardent supporters of the U.S. national team erec...

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Tags: Leagues and Governing Bodies

More Stories by this Author

07/26/04
SportsBusiness Journal: FanFest attendance up from last year

While MLB marketers may not have been happy with the ratings from the recent All-Star Game in Houston, which were down 7 percent, numbers from the annual John Hancock FanFest tell an altogether different story. Attendance at FanFest was 91,478 over five days, up from the 84,000 who at ...

Tags: Baseball, Houston Astros, MLB, This Week's Issue

07/19/04
SportsBusiness Journal: Entrepreneur pushes table tennis

To the Microsoft millionaires re-energizing bowling with their purchase of the PBA, and to “Body By Jake” Seinfeld’s efforts at making lacrosse more than a regional sport with Major League Lacrosse, add this tale of a Midwestern ...

Tags: ESPN, Marketing and Sponsorship, NBA

07/12/04
SportsBusiness Journal: Sports Spots: “Windy City Rant”

• Client: Chicago White Sox • Agency: Hoffman York, Chicago • Principals: For the ChiSox: Brooks Boyer, vice president of marketing, and Amy Kress, marketing director. For Hoffman York: Tom Reilly, creative director, and Tony Bonilla, art director. • ...

Tags: Baseball, Chicago Cubs, Chicago White Sox, Sports Spots

07/12/04
SportsBusiness Journal: Cartoon Network teams up baseball

Seeking more exposure to the kids and ’tween markets they crave, Major League Baseball, the MLB Players Association and their trading card licensees have signed a two-year marketing pact with the Cartoon Network. The deal is centered on a low-seven-figure media buy underwritten by the thre ...

Tags: Atlanta Braves, ATP, Baseball, Boston Red Sox, Miami Marlins, Marketing and Sponsorship, MLB, NBA, New York Yankees, Philadelphia Phillies

07/12/04
SportsBusiness Journal: Steinbrenner’s new Visa ad pending

George Steinbrenner has appeared in two Visa ads with Derek Jeter that spoofed their tabloid war over the Yankee captain’s supposed penchant for late-night carousing. Now the Boss is set to appear in another Visa ad that includ ...

Tags: Baseball, BBDO WorldWide, Kraft Sports Group, Marketing and Sponsorship, NASCAR, NBC, New York Yankees, UPS, Visa

07/12/04
SportsBusiness Journal: Sports Spots: “Cubs/White Sox, Part Two”

• Client: Pepsi • Agency: Dieste Harmel & Partners, Dallas • Principals: For Pepsi: Tyler Ricks, director of multicultural marketing, and Lara Montilla, manager of multicultural marketing. For Dieste Harmel & Partners: Jaime Gonzalez Mir, account director, ...

Tags: Baseball, Chicago Cubs, Chicago White Sox, PepsiCo, Sports Spots

07/12/04
SportsBusiness Journal: Mountain Dew will title action tour

Pepsi’s Mountain Dew brand, already as inexorably tied to action sports as any commercial entity this side of Burton Snowboards and Tony Hawk, is expanding its ties with a five-year title sponsorship of the Clear Channel-NBC pro skateboarding, BMX and freestyle motocross tour that begins ne ...

Tags: Action Sports, Clear Channel Communications Inc., ESPN, Fuse Integrated Sports Marketing Inc., Marketing and Sponsorship, NBC, Nextel, PepsiCo, USA Network

07/12/04
SportsBusiness Journal: Sports Spots: “Baseball Blues”

• Client: Fox TV • Agency: In house (Fox Sports Marketing Group) • Principals: For Fox: Eric Markgraf, executive producer, and Scott Bantle, creative director. For MLB: Tim Brosnan, executive vice president of business, and Jacqueline Parkes, senior vic ...

Tags: Baseball, Fox, MLB, Sports Spots

06/28/04
SportsBusiness Journal: Q&A with Octagon's Rick Dudley

Octagon’s Rick Dudley sees “programming and branded content” as growth opportunities. Over the past few years, the fate of Octagon has been the subject of frequent gossip. With Interpublic Group (IPG) pointing the finger at Octagon Motor ...

Tags: MLB, NFL, NHL, Octagon Group, This Week's Issue

06/28/04
SportsBusiness Journal: Genesco wins Sirius account

Despite coming relatively late to the party, Genesco Sports Enterprises, Dallas, has triumphed in one of the most high-profile sports agency reviews this year: securing the assignment to leverage Sirius’ rights to the NFL and all ...

Tags: AHL, Edelman Public Relations, Football, Hockey, IMG, Marketing and Sponsorship, MasterCard International Inc., McDonald's Corp., MLB, NFL, NHL, Octagon Group, Philadelphia Phillies

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