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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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12/24/01
Samsung Games ad tab: $25M

Samsung is leveraging its worldwide Olympic sponsorship with a $25 million global ad campaign designed to position its cellular telephones as the best combination of form and function in the rapidly expanding cell handset market. Breaking in the United States on Jan. 7 is a seven-week ...

Tags: This Week's Issue

12/24/01
NASCAR nears affinity program

At a time when every big sports property is trying to develop frequency/loyalty programs, NASCAR is set to launch the first affinity program of any major U.S. sports league. The stock car circuit has agreed in principle to a three-year deal with General Electric under which the company's a ...

Tags: This Week's Issue

12/24/01
Hartford, golfer Henry agree

The Hartford has signed sophomore PGA Tour member J.J. Henry to a two-year endorsement deal. Under terms of the six-figure contract, the insurance/financial services concern gets the 26-year-old Henry to wear two patches with its venerable stag logo: one on the chest and the other on the l ...

Tags: This Week's Issue

12/24/01
Car company owes NFL $605K

N ational Car Rental , the official rent-a-car of the NFL since 1999, gets the ignominy of becoming the first league sponsor to default on payments. Bankruptcy Court filings of parent company ANC Rental , which filed for Chapter 11 reorganization ...

Tags: Marketing and Sponsorship

12/17/01
Lego attaches itself to soccer

Toy brickmaker Lego has signed a one-year, top-tier sponsorship deal with the U.S. Soccer Federation, giving it rights to the men's and women's U.S. soccer teams in a World Cup year. The move continues the toymaker's push into licensing and sports, which started two years ago with a Major ...

Tags: 20th Century Fox, Barnhart CMI, Boca Resorts Inc., Soccer, This Week's Issue

12/17/01
Myteam.com absorbed

The last two dot.coms serving the participatory sports market are merging in order to survive. Active.com, which now prefers to be known as the Active Network, is absorbing Myteam.com. The move allows the two businesses, which have competed in online registration and other areas, to obtain ...

Tags: Bernbach Group, Other News

12/17/01
Reebok to hawk Super shoe

Reebok will exercise its growing NFL apparel rights by selling a limited-edition sneaker on Super Bowl weekend that will bear the logos of the two teams competing in the league's championship game. The normally long lead time required for sneaker design and manufacturing will make speed o ...

Tags: Basketball, Ben Hogan Co., Bernbach Group, Buccaneers Stadium Limited Partnership, Football, This Week's Issue

12/10/01
WTA Tour top sponsor out?

T he WTA is losing its second-biggest sponsor after title holder Sanex . Wick Simmons , Nasdaq chief executive officer, told the women's tennis circuit last week that the exchange will not renew its presenting sponsorship, which expires at th ...

Tags: Marketing and Sponsorship

12/10/01
Price tag for year of advertising on jockeys starts at $1M

Recent state regulatory approval gave jockeys at California horse racing tracks permission to join their NASCAR brethren as human billboards. But if you want to buy a package from Jockeys Management Group, the new marketing consortium representing more than 80 percent of California's top ri ...

Tags: Marketing and Sponsorship

12/10/01
MLB, sponsors build momentum

The NFL has long had centralized control of its marketing rights because of the national broadcast contracts former Commissioner Pete Rozelle insisted on. Major League Baseball developed in the opposite direction, and power and sponsorship dollars flowed to the clubs. As a result, the NFL ...

Tags: Special Report

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