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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

More Stories by this Author

01/28/02
NFL ponders global future

On Sept. 11, the NFL's New York headquarters was sealed off from Park Avenue by the iridescent yellow tape that's as familiar a sight at crime scenes as flashing red lights. Inside 280 Park, after the initial shock of the human tragedy began to abate in the days following the terrorist att ...

Tags: Football, Special Report

01/28/02
Americans celebrate Super Bowl

A merica's obsession with sports was replaced by a new and even more deep-seated passion since the terrorist attacks of Sept. 11. As the president's address telling the world that America was beginning to lay waste to Afghanistan was piped into NF ...

Tags: Football, Special Report

01/28/02
Clemens to pitch for DirecTV

D irecTV has signed New York Yankees pitcher Roger Clemens to a six-figure, one-year deal as spokesman for its Major League Baseball Extra Innings Package, which offers more than 1,000 out-of-market games. The deal includes a one-day produc ...

Tags: Golf, Marketing and Sponsorship

01/28/02
Bonds, Aaron team in Schwab ad

New single-season home run king Barry Bonds and career home run leader Hank Aaron are teaming in a Charles Schwab ad that will debut on Fox just prior to the kickoff of Super Bowl XXXVI Sunday. Bonds The highly guarded creative content pairs the l ...

Tags: Baseball, Special Report

01/21/02
Visa shows all in Super Bowl ad

Perennial Super Bowl advertiser Visa is using the biggest advertising showcase of the year to debut a commercial that unifies all of its major sports sponsorships. Icons from NASCAR, the NFL, the Olympics and thoroughbred racing's Triple Crown will all appear in the ad, as the payment card ma ...

Tags: This Week's Issue

01/21/02
IEG backs Net sponsorship plan

Sponsorship research and evaluation agency IEG and a Rockefeller heir are teaming to create IEG SponsorDirect (iegsponsordirect.com), a sponsorship marketplace and yellow pages for the Internet that allows potential buyers to search for appropriate properties and for sellers to list them. ...

Tags: Marketing and Sponsorship

01/21/02
MasterCard turns back clock

I n 1989, MasterCard exploited the devotion of fans to our national pastime with a balloting contest that had them select Major League Baseball's most historic moment. This year, MasterCard will leverage its five-year, $81 million MLB sponsorshi ...

Tags: Baseball, Hockey, Marketing and Sponsorship

01/14/02
Kraft has plan for its NBA deal

The NBA has signed Kraft to a promotional deal that allows the multibrand conglomerate use of the league's All-Star marks for a February promotion. Kraft will launch DiGiorno Cheese Stuffed Crust Pizza with a contest touting the slam-dunk competition, which takes place the night before the F ...

Tags: This Week's Issue

01/14/02
NHL re-signs A-B, MasterCard

The NHL has signed Anheuser-Busch Cos. and MasterCard International, two of its largest corporate partners, to new multiyear, multimillion-dollar sponsorships. Sources said NHL fees increase in each of the seven-figure-a-year deals, including media commitments and rights fees. Anheu ...

Tags: This Week's Issue

01/07/02
Namings rights deals hit hard

American Airlines Center opened in September with sport’s most expensive arena naming deal. S i nce a stadium or arena naming-rights deal is seen by many as nothing more than the most expensive outdoor adverti ...

Tags: Baseball, Football, Motorsports, Special Report

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