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Terry Lefton

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

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American Express Renews USTA/U.S. Open Sponsorship Rights

Published in SportsBusiness Daily on 08 / 26 / 15

American Express has renewed its longstanding USTA/U.S. Open corporate sponsorship. AmEx has been a USTA sponsor since '94. The payment card brand will continue to leverage the Open and USTA grassroots tennis activities. Wasserman Media Group is the longtime sports- and entertainment-marketing agenc...

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SportsBusiness Journal: Classic rounding third toward a profit

Official MLB sponsors Anheuser-Busch, Gatorade and MasterCard are in as global sponsors of next month’s inaugural World Baseball Classic, and MLB officials are saying that what started as an exercise in developing a global stage for baseball will end up turning a profit. ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: It’s an activation celebration at NBA’s All-Star Weekend

With nearly all of the NBA’s corporate sponsors advertising in and activating around the All-Star Weekend in Houston, the league’s corporate marketers are walking with a swagger going into the midseason break. “We’ve got more activation on the ground th ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Private aviation business set to take off during event

Call it the Super Bowl Air Force. With the growth of private aviation in a post-9/11 world and the relatively inhospitable climate in Detroit (average February temperature: 26 degrees), those with the wherewithal will fly into this year’s Super Bowl city later than ever and will want wh ...

Tags: In-Depth

SportsBusiness Journal: New sponsorship math for NASCAR: Less is more

With George Pyne out of NASCAR after 11 years, the racing circuit’s approach to sales and marketing is bound to change. However, it was already undergoing a transformation following the departure of former NASCAR sales chief Brett Yormark to the New Jersey Nets 12 months ago and the app ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Steelers’ arrival is solid gold for licensed goods

Working the floor at the 21st and final Super Show held last week in Orlando, the NFL and its licensees were all smiles after watching the Pittsburgh Steelers make it to Super Bowl XL in Detroit. The consensus was that merchandise sales could hit an all-time high if the Steelers win, to ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NHL reports ‘good support’ from corporate sponsors in buying ad t ...

NBC debuted its NHL coverage last weekend with league corporate sponsors Anheuser-Busch, Coke, Dodge, MasterCard, Reebok and Sprint/Nextel buying ad time. Joining them on the broadcasts are EarthLink, Expedia, Nestle and former league corporate sponsor Quiznos. NBC and the league jointl ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: EA takes it inside with its first AFL game

Electronic Arts will launch its first Arena Football League title next month, just after the Jan. 27 start of the league’s 20th anniversary season. A TV spot will debut in the first week of February from Wieden & Kennedy, which depicts some AFL fans l ...

Tags: E-Sports

SportsBusiness Journal: NFL: Sponsors spend $330M behind XL

NFL marketers have often talked about getting on the same kind of long-term promotional calendar as the consumer brands they covet, with the goal of making the Super Bowl a marketing platform that lasts longer than a few weeks in January. Give credit wh ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: ESPN keeps Scouts Inc. on its team through acquisition

Seeking additional content for its many media platforms, ESPN has purchased Scouts Inc., a Boston sports scouting information company, for around $18 million. The 10-year-old company, known until recently as Football Scouts Inc., is changing its name to underscore a new direction of prov ...

SportsBusiness Journal: Futures Tour gets title sponsor, Duramed

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Tags: Marketing and Sponsorship

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