About The Author

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

07/30/07
SportsBusiness Journal: Galaxy deal boosts Herbalife’s brand exposure

Whether spending millions to obtain the services of David Beckham benefits MLS or Posh Spice Beckham more has yet to be determined. However, Herbalife, which spent $20 million over four years to get its trademark on the Los Angeles Galaxy jersey Beckham now wears, is already certain it made a s ...

07/23/07
SportsBusiness Journal: ING adds Denver Marathon to race portfolio

Financial services brand ING is augmenting its collection of road races with a two-year deal to sponsor the Denver Marathon, now in its second year. ING began sponsoring distance races in 2003 with the New York City Marathon. ING becomes a top-level corporate ...

07/23/07
SportsBusiness Journal: Continental ending arena naming-rights deal

Continental Airlines, which has hung its name on the New Jersey home of the NBA Nets and NHL Devils since 1995, is jetting out of the naming-rights business. The Houston-based airline, which flies out of nearby Newark, continues to sponsor the New York market’s Yankees, Knicks, Rangers and ...

07/16/07
SportsBusiness Journal: All-Stars outshine steroids’ shadow

MLB Commissioner Bud Selig last week showed a bit of sympathy for the writers who continue to hound him about his undetermined, or at least undisclosed, plans for what he’ll do when Barry Bonds breaks the sport’s all-time home run record. Barry Bonds got a long ovation, ...

07/16/07
SportsBusiness Journal: Marketer bringing festival to spring football

With a number of spring college football games attracting crowds rivaling regular-season action (see chart), New York-based marketing agency MSL is selling a network of spring games with campus festivals and concerts built around them as a nationwide sports and entertainment marketing platform. ...

07/09/07
SportsBusiness Journal: Sponsors ready to step up to plate for All-Star Game

Major League Baseball’s corporate sponsors will be out in force in San Francisco this week for the All-Star Game. State Farm signed its title sponsorship of the Home Run Derby too late to implement any retail activation and doesn’t even have its name on the event tickets, but the insurer is ...

07/09/07
SportsBusiness Journal: Counting MLB All-Star ballots adds up for technology firm

In a warehouse south of Boston, one better suited to shipping and receiving than pitching and hitting, Major League Baseball’s All-Stars are selected.  Sitting inside a lonely industrial park in Pembroke, Mass., is TMC Group, which has been tabulating MLB’s paper All-Star ballots since 198 ...

07/09/07
SportsBusiness Journal: Waller heads sales at reorganized NFL

The NFL is centralizing sales and marketing functions in a reorganization that sees NFL International senior vice president Mark Waller becoming head of marketing. Waller will lead a new, integrated sales unit that will combine league marketing functions with the sale of league corporate s ...

07/09/07
SportsBusiness Journal: Hunter leaving AEG Sports presidency, will start consulting firm

Anschutz Entertainment Group Sports President Shawn Hunter is leaving the Los Angeles-based sports and entertainment company to start his own Denver-based sports marketing consultancy. Sources said an official announcement should be made before the end of July. Hunter, who also holds the ti ...

06/25/07
SportsBusiness Journal: Disney near deal for stake in NBA China

The NBA and the Walt Disney Co. are nearing a deal that has the entertainment giant buying a minority stake in the league’s nascent NBA China entity. Sources close to the deal said that the NBA’s current plan is to sell less than a 10 percent share in NBA China to Disney. The next step will ...

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