About The Author

Terry Lefton

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

Featured Story

12th men: Licensees line up to cheer for a Seahawks repeat

Published in SportsBusiness Journal on 01 / 26 / 15

S ince the Green Bay Packers have four Super Bowl titles and a national following, we went to the recent Sports Licensing and Tailgate Show in Las Vegas anticipating that the Cheese-heads would be the choice of the retailers and manufacturers who ...

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Tags: Marketing and Sponsorship

More Stories by this Author

03/28/05
SportsBusiness Journal: NBA adds PowerBar to sponsor lineup

The NBA is now behind bars. Energy bars, that is, as PowerBar has signed on as a league sponsor. The leading brand in the growing energy bar category is relying on the NBA’s appeal to launch a line of four Triple Threat bars, d ...

Tags: Basketball, DHL, Football, IMG, Marketing and Sponsorship, MBNA America Bank, MLB, NASCAR, NBA, NFL, PowerBar Inc., Reebok

03/28/05
SportsBusiness Journal: State Farm, NCAA reach deal

State Farm Insurance has formally announced its new, three-year NCAA sponsorship deal. State Farm joins Kraft, Monster and The Hartford at the secondary “Corporate Partner” level. The top “Corporate Champion” level is composed of GM (for Pontiac), Coca-Cola and Cingul ...

Tags: Basketball, CBS Broadcasting Inc., Cingular, Colleges, Marketing and Sponsorship, NCAA, State Farm

03/28/05
SportsBusiness Journal: General Motors deal may be MLB’s biggest

Agency sources were calling the three-year sponsorship deal announced last week between General Motors and Major League Baseball one of the largest sponsorships in the sport’s history, if not the largest ever. Neither MLB nor GM execs would confirm or deny the $50 million figure for the dea ...

Tags: Baseball, Marketing and Sponsorship, MLB, NCAA, NFL, PGA Tour, USOC

03/28/05
SportsBusiness Journal: MLB: ESPN broadcasts a ‘virtual sellout’

ESPN’s MLB telecasts start Sunday, and much of the advertising inventory is already gone. Tim Brosnan, MLB executive vice president of business, termed ESPN’s MLB broadcasts ”a virtual sellout.” A less sanguine Ed Erhardt, president of ESPN/ABC sports customer marketi ...

Tags: ABC, Baseball, ESPN, Marketing and Sponsorship, MLB

03/21/05
SportsBusiness Journal: MLB sponsors hang tough during probe

Even as testimony on steroid use in baseball commenced last week before the U.S. House Government Reform Committee, a cross section of MLB’s corporate sponsors and their agencies expressed support for the national pastime and a universal belief that their seven-figure-plus marketing investm ...

Tags: Baseball, Marketing Arm, Marketing and Sponsorship, Millsport LLC, MLB

03/21/05
SportsBusiness Journal: AVP looks for buying opportunities

With the Association of Volleyball Professionals raising $5 million in a private placement/reverse merger maneuver that left the resulting company (listed as ONET on the OTC) with a market cap in excess of $7.7 million, we were wo ...

Tags: Anheuser-Busch Cos., AVP, Chivas USA, Fox, Marketing and Sponsorship, McDonald's Corp., MLS, NBC, New York Yankees, Nissan Motor Co., Outdoor Channel, PepsiCo, Soccer

03/21/05
SportsBusiness Journal: Bonds’ solo effort starts to pay off

More than a year ago, the man on his way to breaking Major League Baseball’s all-time home run record withdrew from the MLB Players Association’s group licensing program. Shortly thereafter, Barry Bonds’ face and name disappeared from various marketing platforms. He was not in any tradi ...

Tags: Baseball, Fila, Majestic Athletic, Marketing and Sponsorship, MLB, New Era, Russell Corp., San Francisco Giants, Topps Co.

03/14/05
SportsBusiness Journal: Toyota signs large deal with NBA

Toyota has signed on as one of the NBA’s largest corporate sponsors, purchasing rights across the NBA and WNBA and buying into a plan that will see the Japanese carmaker spend against nearly every league marketing platform. The NBA has been pursuing the auto category for some time and ...

Tags: Basketball, Marketing and Sponsorship, NBA, Toyota Motor Corp., WNBA

03/14/05
SportsBusiness Journal: Bobble tales make you shake your head

Two player premium promotions by the Carl’s Jr. restaurant chain in Sacramento and Los Angeles demonstrate the potential hazards of the marketing tactic. In one, two players, Chris Webber and Lamont Barnes, were traded. In another, the fast-food restaurant is using tainted Lakers star Kob ...

Tags: Basketball, Cleveland Cavaliers, Los Angeles Lakers, Marketing and Sponsorship, Sacramento Kings

03/14/05
SportsBusiness Journal: Meet the Anna K. of drag racing

In a continuing attempt to attract non-endemic sponsors to the somewhat insular world of drag racing, one of the NHRA’s top teams has signed a deal with a female driver it hopes will be the sport’s answer to Anna Kournikova. “A ...

Tags: Baseball, Football, Kraft Foods, Marketing and Sponsorship, MasterCard International Inc., MBNA America Bank, Motorsports, New York Giants, New York Jets, NFL, NHRA, Visa

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