About The Author

Terry Lefton

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

Featured Story

Fitness, sports in flux

Published in SportsBusiness Journal on 08 / 29 / 16

Editor’s note: This story is updated from the print edition. Walking, running and jogging remain America’s most popular fitness activities, but despite their popularity, all have been in decline over the past three years, according to the Sports & Fitness Industry As...

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Tags: Research and Ratings

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11/26/07
SportsBusiness Journal: MLB races retail deadline for Series DVD

It’s well into the evening of Oct. 28 at Coors Field in Denver and Jonathan Papelbon has struck out pinch hitter Seth Smith for the final out of the 2007 World Series. Boston’s closer goes airborne, sheds his cap and glove and is waiting for someone to hug. An eight-month effort has cul ...

11/19/07
SportsBusiness Journal: Game Plan shopping AFL

With original AFL franchise the Tampa Bay Storm close to being sold for $19 million, the league is looking to share the wealth. Game Plan is shopping the Arena Football League to potential investors, looking to sell equity in the league in forms that range from a minority stake to a potent ...

11/19/07
SportsBusiness Journal: Technology, flexibility signal booming biz for sign providers

Sitting in this seat, we’ve grown relatively inured to the hyperbole that’s endemic in marketing circles, but when every firm in a particular industry segment tells us they are having their best year ever, we begin to pay attention. Such is the case in what may be the oldest business w ...

Tags: Marketing and Sponsorship

11/12/07
SportsBusiness Journal: Expedia on the map as new NFL sponsor

Travel Web site Expedia is the latest NFL corporate sponsor, signing a three-year deal making it the “official travel provider of NFL fans.” “Overall, it is a branding play,” said Expedia North America President Paul Brown. “We have good brand recognition, but we need this to drive brand prefere ...

11/12/07
SportsBusiness Journal: Chevy, Gatorade, Wheaties on MLB’s offseason renewal list

Around MLB, the bats and balls have been put away after Boston’s second championship in four seasons. Of course, fans of other clubs might point out that it’s also the BoSox’s second title since 1918, but pro sports are a “What have you done for me lately?” business. While players may ...

Tags: Marketing and Sponsorship

11/05/07
SportsBusiness Journal: Dunkin’ Donuts gets to pick from a dozen for representation

About 12 agencies are involved in a shootout to become the first national sports marketing agency of record for Dunkin’ Donuts . The Canton, Mass.-based chain is a big sports sponsor and media spender on the East Coast, but with the chain exploding from 5,300 to 15,000 domestic loc ...

Tags: Marketing and Sponsorship

11/05/07
SportsBusiness Journal: Noah opts for dad’s brand, Le Coq Sportif

Joakim (left) will get marketing help in France from dad Yannick (in 1987). Pursued by both Nike and Adidas, Chicago Bulls first-round pick Joakim Noah has instead signed a six-year deal with Le Coq Sportif, a French footwear and ap ...

11/05/07
SportsBusiness Journal: NFL alumnus Vuono joins UFL as chief operating officer

The UFL continues to expand its executive roster with NFL talent. Former NFL licensing chief Frank Vuono is joining the league as COO, and former NFL Director of Officiating Larry Upson is now vice president of officiating/operations. The appointments come after Michael Huyghue was named the f ...

11/05/07
SportsBusiness Journal: Series keeps Big Papi’s endorsement profile high

Red Sox third baseball Mike Lowell may have been the Most Valuable Player and pitcher Josh Beckett was simply unhittable during the postseason, but when looking at the most marketable player from the recently completed MLB playoffs, it’s got to be designated hitter/first basemen David “ ...

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SportsBusiness Journal: Ravens build brand by targeting demos

Ladies Day may be the oldest marketing ploy in sports, but it normally doesn’t extend inside the home team’s locker room. Still, on a steamy October Monday evening in Baltimore, about 125 women are crammed into the Ravens’ dressing room, quaffing wine, munching grilled veggies, cheese and ...

Tags: In-Depth

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