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Terry Lefton

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

Featured Story

Pepsi Puts Emoji-Themed Spin On Yankees' Cap Giveaway

Published in SportsBusiness Daily on 06 / 29 / 16

Cap night at a baseball park is one of the oldest promotions in sports. However, tonight’s version at Yankee Stadium has an update: it is also PepsiMoji night. Pepsi is continuing to integrate its emoji-filled summer marketing campaign tonight in the Bronx, as the first 18,000 fans get Yankees...

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More Stories by this Author

09/10/07
SportsBusiness Journal: After losing Super Bowl, Bears are winning over sponsors

While Super Bowl losers have developed a recent habit of tanking the year after their loss, a hangover certainly has not affected the Chicago Bears in terms of off-the-field sales activities. Chris Hibbs , senior director of sales and marketing for the Bears, reports that sponsorship ...

Tags: Marketing and Sponsorship

09/10/07
SportsBusiness Journal: NFL-themed sponsor spending will hit estimated $1.1B

NFL sponsors will leverage their league ties with $1.1 billion in media and marketing support behind football-themed ads and promotions this season, according to an internal estimate generated by league marketers. Reggie Bush and the Saints took th ...

09/03/07
SportsBusiness Journal: Saints get the starring role in debuting Visa ad

With the season under way this week, longtime NFL sponsor Visa is revving up support of its league affiliation with a TV ad and usage promotion employing members of the New Orleans Saints, aiming to displace the Dallas Cowboys as “America’s Team.” An ad from Visa creative shop TBWA/Chiat/Day is ...

09/03/07
SportsBusiness Journal: Crocs sticking with AVP indoors and out

Less than 18 months after signing a three-year title sponsorship, leisure footwear brand Crocs is certain its shoes fit with the AVP. Crocs has extended its AVP title deal to run through 2012, and has separately signed a one-year pact as the first title sponsor of the AVP’s new 20-st ...

09/03/07
SportsBusiness Journal: Crocs’ team deals target NFL fans

Nike, Adidas, Reebok and Under Armour are paying millions of dollars for the rights to have their athletic shoes appear on NFL fields. Crocs is paying far less in an attempt to make itself the shoe of choice for NFL fans. A licensing deal with the NFL signed late last year resulted i ...

08/13/07
SportsBusiness Journal: E-commerce specialist GSI a hit online

GSI Commerce is the biggest sports retailer most consumers have never heard of. Yet anyone who has ordered online from one of the top-five league sites, most major sporting goods specialty retailers and e-commerce sites, or purchased electronically from top sports brands including Adidas, Reebo ...

Tags: In-Depth

08/13/07
SportsBusiness Journal: Not just hanging around

Perhaps one shouldn’t wonder why Fathead can charge $99 for life-sized vinyl photos of the sports’ biggest stars. Remember that “fan” is short for fanatic. Recall that a sports aficionado’s passion is often larger than life. Then a life-sized wall hanging of the obsessed’s favorite athlete or a ...

Tags: In-Depth

08/06/07
SportsBusiness Journal: A-B claims space in Devils’ home

Anheuser-Busch has signed on as a sponsor of the new Prudential Center in Newark, N.J., in a five-year pact that gets it pouring rights and title sponsorship to a 10,600-square-foot bar on the suite level of the arena. Naming rights to two large entrances at the Pru ...

08/06/07
SportsBusiness Journal: AVP taking the beach into arenas

The AVP, which markets beach volleyball using the allure of Southern California’s sand and surf lifestyle as much as the merits of the sport itself, is moving indoors. The pro circuit is launching a two-month indoor tour this winter in association with AEG. What’s being called the AVP Hot ...

07/30/07
SportsBusiness Journal: NHL’s newest hires strengthen marketing efforts

The NHL is boosting its marketing roster by bringing in executives with NFL experience. Keith Wachtel joins the NHL as its new senior vice president of corporate sales and marketing, coming over from the NFL, where he worked for six years, most recently as director of business developmen ...

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