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Terry Lefton

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

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Stanley Cup will be everywhere, including doughnuts

04 / 14 / 14

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

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Tags: Marketing and Sponsorship

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And 1 rolls $10M into brand effort

And 1 is launching the first brand campaign in the company's relatively brief history this month — a $10 million effort that's easily the largest marketing push by the basketball sneaker and apparel marketer. The sheer weight of the campaign is worth noting. Considering And 1 ha ...

Tags: And 1, ESPN, NBA, Reebok, This Week's Issue, Time Warner

Cadillac nears sponsorship deal

G M 's flagship Cadillac brand is close to signing on as title sponsor of the first National Grand Prix in Washington, D.C., a series of three auto races being held on a 55-acre course adjacent to RFK Stadium July 19-21. Sources put the one-year (plus option) deal around $800,000. ...

Tags: Cadillac, CBS Broadcasting Inc., Clear Channel Communications Inc., FedEx Corp., Fuji Film Co., Marketing and Sponsorship, Motorsports, NBC, Nestle Purina, NFL

Michelob Light brand signs deal

A nheuser-Busch 's Michelob Light brand has signed the first sponsorship deal for the latest iteration of the Association of Volleyball Professionals. The property is being relaunched by founder and former executive director Leonard Armato , now reborn as AVP commission ...

Tags: And 1, Anheuser-Busch Cos., Baltimore Ravens, Marketing and Sponsorship, Nasdaq, NBC, New England Patriots, PepsiCo, Reebok, St. Louis Rams

Viagra agrees to MLB deal

Pfizer Inc.'s Viagra drug brand has agreed in principle to a three-year sponsorship deal worth more than $30 million that will make it one of Major League Baseball's biggest corporate backers. Viagra has already signed Texas Rangers first baseman Rafael Palmeiro to a multiyear deal, making ...

Tags: Baseball, Century 21 Real Estate Corp., Clear Channel Communications Inc., MLB, NASCAR, NFL, NHL, Texas Rangers, This Week's Issue

Dew to carry Madness banner

The Mountain Dew promo will be carried on 400 million packages. NCAA corporate sponsor Pepsi is leveraging its Final Four rights with a "Don't Miss the Madness" promotion that will offer 4.5 million prizes and will be splashed across 400 million pack ...

Tags: Colleges, PepsiCo, This Week's Issue

Cup sponsor keeps it at home

World Cup sponsor Avaya is doing some rare stateside leveraging for its sponsorship of the 2002 World Cup. Cobi Jones will make an Avaya appearance. The networking company has bought a three-year spon ...

Tags: Lucent Technologies Inc., Soccer, This Week's Issue

Pepsi re-ups with MLB for $80M

Pepsi is not only renewing its sponsorship of Major League Baseball, it is putting at least $80 million behind a five-year deal, which makes the soft-drink giant one of the largest of MLB's corporate supporters. Sources said both parties have agreed in principle to the ...

Tags: Baseball, MLB, NASCAR, PepsiCo, This Week's Issue

NFL execs, owners consider radically changing sponsorship structu ...

T he NFL has 15 corporate sponsorship renewals to complete, including the beer category, shared by Anheuser-Busch and Miller, and Coke. While the dynamics of the suds and soda categories are always fodder for discussion, a much more basic subject was sparking the buzz in New Orlea ...

Tags: Anheuser-Busch Cos., CBS Broadcasting Inc., Clear Channel Communications Inc., E Trade, Football, Fox, Marketing and Sponsorship, MCI Group, NFL, Philadelphia Eagles, Philadelphia Phillies, Reebok

Quizno's signs on with NHL

Quizno's Subs has signed on as the NHL's newest corporate sponsor. Sources put the three-year deal in the low seven figures annually, including media commitments on NHL broadcasters ESPN and ABC. The deal includes NHL Players' Association rights, which are sold in tandem with the league's cor ...

Tags: ABC, ESPN, Hockey, Marketing and Sponsorship, McDonald's Corp., NHL, Quizno, Wendy's International Inc.

Knickknacks, not apparel, are in

Notes and quotes from a sparsely attended Super Show: DESERTED AISLES: While Nike returned to the Super Show with an off-premise dog-and-pony show reminiscent of the song and dance NFL Properties used to stage on the Saturday before the Super Bowl, the Eager Beavertons as ...

Tags: CFL, Football, Golf, Marketing and Sponsorship, St. Louis Rams

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