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

06/28/04
SportsBusiness Journal: Sponsorship: Overnight delivery

chart The market for delivery services is less than a tenth the size of consumer products like autos, soft drinks and beer that dominate sports marketing. Yet delivery services are as critical to GM as steel, as vital to Coke as sugar, and as integral an ingredient as hops in the brewi ...

Tags: Anheuser-Busch Cos., BBDO WorldWide, DHL, FedEx Corp., Memphis Grizzlies, NASCAR, NTRA, NBA, NFL, NHL, PGA Tour, Philadelphia Eagles, In-Depth, UPS, Washington Redskins

06/21/04
SportsBusiness Journal: Staples ending NFL sponsorship

Staples is dropping its NFL corporate sponsorship after seven years in favor of a network of NFL team deals. Like many NFL sponsorship categories, office supplies had included local NFL team rights until the most recent renewa ...

Tags: ABC, Basketball, CBS Broadcasting Inc., Chicago Bears, Cleveland Browns, ESPN, Football, Fox, Marketing and Sponsorship, Mass Mutual, MasterCard International Inc., Miami Dolphins, Miami Heat, Motorsports, NBA, New England Patriots, New York Jets, New York Mets, NFL, Office Depot, Philadelphia Eagles, San Francisco 49ers, Seattle Seahawks, Staples, Verizon, Washington Redskins

06/14/04
SportsBusiness Journal: GM signs Howie Long to deal

General Motors has signed Fox NFL analyst Howie Long to a three-year endorsement deal under which the hall of famer will serve as a spokesman for Chevrolet Trucks. Chevy truck ad agency Campbell-Ewald will produce television ads and other creative, largely for use by GM’s 100-plus local dea ...

Tags: Football, Fox, Kellogg, Marketing and Sponsorship, NFL, Oakland Raiders, PepsiCo, RadioShack

06/14/04
SportsBusiness Journal: DirecTV campaign plugs NFL coverage

DirecTV will soon launch a new ad campaign pushing its Sunday Ticket pay TV package for out-of-market NFL Sunday telecasts. Crafted by ad agency The Ballpark of Santa Monica, Calif., and in-house talent, the ads attempt to illustrate that Sunday Ticket subscribers get closer to the game ...

Tags: BBDO WorldWide, Dallas Cowboys, ESPN, Football, Fox, Green Bay Packers, Marketing and Sponsorship, New England Patriots, NFL

06/14/04
SportsBusiness Journal: Sponsors fill out roster of All-Star promos

MLB marketers are solidifying sponsorship plans in and around the July 13 All-Star Game in Houston. All-Star fans will receive nesting dolls. The New York Mercantile Exchange has taken title sponsorship to the All-Star Futures Game o ...

Tags: Baseball, Century 21 Real Estate Corp., ESPN, Marketing and Sponsorship, MLB, NFL

06/14/04
SportsBusiness Journal: Phelps makes waves for Visa

Swimmer Michael Phelps, a medal favorite for the Summer Olympics, is rapidly becoming the commercial face of the Athens Games in the United States. Phelps will be featured in a television ad that Visa will break this week — the second of three Olympic spots it is producing this year to supp ...

Tags: BBDO WorldWide, Marketing and Sponsorship, Olympics, Visa

06/07/04
SportsBusiness Journal: Visa presses for exclusivity in NFL deal

Two of the NFL’s largest corporate sponsors are in a dust-up over some of the most valuable inventory controlled by the league — Super Bowl tickets. Since many consider those tickets priceless, perhaps it is appropriate that this boils down to a dispute between MasterCard and Visa. ...

Tags: Football, Marketing and Sponsorship, MasterCard International Inc., MBNA America Bank, New England Patriots, NFL, Visa

05/31/04
SportsBusiness Journal: NTRA touts Smarty Jones in ads

The NTRA is looking to boost attendance and wagering at tracks and off-track betting parlors with an ad campaign touting Smarty Jones’ attempt this week to win the first Triple Crown in 26 years. The NTRA’s TV ad touting Smarty Jones’ Triple Crown tr ...

Tags: ESPN, Hockey, Marketing and Sponsorship, NTRA

05/31/04
SportsBusiness Journal: AFL strikes apparel deal with Nike

Nike has signed a deal that will have the country’s leading sports brand supplying uniforms and all other apparel for all but two of the Arena Football League’s teams beginning next year, AFL officials said last week. The three-year pact could be valued as high as $5 million, sources said ...

Tags: AFL, Electronic Arts, Football, Marketing and Sponsorship, NBC, Russell Corp., Spalding

05/24/04
SportsBusiness Journal: Sports Spots:

• Client: American Express • Agency: Ogilvy & Mather, New York • Principals: For American Express: Richard Quigley, senior vice president, global advertising and brand management; Jennifer Sheehan, vice president, U.S. advertising. For O&M: Chris Mitton & ...

Tags: ABC, Basketball, NBA, Brooklyn Nets, Sports Spots

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