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Terry Lefton

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

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Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

03/10/08
SportsBusiness Journal: Winter Classic negotiations might put Yankee Stadium on ice

Will “The House That Ruth Built” close with an NHL game next New Year’s Day? Sources involved tell us the NHL is negotiating with the city of New York, which owns Yankee Stadium, and talking with the Yankees to make the league’s next outdoor game the final event in the stadium that has ...

Tags: Marketing and Sponsorship

03/03/08
SportsBusiness Journal: Fathead gets slim with Tradeables

Fathead is going on a diet. The licensing company that re-reinvented the sports poster category with “life-sized wall graphics” of athletes and sports logos that sell for upward of $90 is pushing into mass retail distribution with the August launch of Fathead Tradeables. The Tradeabl ...

02/25/08
SportsBusiness Journal: IMG will join CBS in selling NCAA packages

IMG, continuing its rapid accumulation of collegiate marketing rights, has completed a deal with the NCAA and CBS in which it will sell marketing packages across the athletic association’s 88 championships. The sales agreement is designed to encourage greater activation against NCAA eve ...

02/25/08
SportsBusiness Journal: Ex-NHL execs start investment fund

Three former top NHL executives are joining with an investment banker who once sold sponsorships for the New Jersey Nets to launch Accrue Sports and Entertainment Ventures, a consulting firm and an institutional fund that will invest in emerging sports, media and entertainment companies ...

02/18/08
SportsBusiness Journal: Even at MIT, metrics have their limit in sports decision-making

Analytics can be useful in evaluating athletes’ on-field performance, but just as marketers struggle to find appropriate metrics for ROI and brand evaluations, executives on every side of sports are challenged to formulate definitive metrics. While MIT hosted a conference last week focu ...

Tags: Marketing and Sponsorship

02/18/08
SportsBusiness Journal: How Junior went green

Dale Earnhardt Jr.’s move to Pepsi all started with a couple of Mountain Dew hats. Junior was walking the grounds at Michigan International Speedway during a Busch race in August 2006, several months before his departure from Dale Earnhardt Inc., the team started by his celebrated fath ...

02/18/08
SportsBusiness Journal: Yankees offer top stadium deal for $20M

Fear of recession grows daily across America, but don’t tell the New York Yankees. One proposal out there for the top sponsorship at the new Yankee Stadium is listed for about $20 million annually. CAA is selling the package and using it as a cornerstone for marketing efforts of its spo ...

02/18/08
SportsBusiness Journal: Crocs taking up tennis at Sony Ericsson

Casual footwear brand Crocs has purchased an associate level sponsorship to the Sony Ericsson Open tournament in Key Biscayne, Fla., next month, adding to a sponsorship roster that now covers almost every major spectator sport. Under the deal, Crocs gets signage, on-site retail right ...

02/11/08
SportsBusiness Journal: With title, IMG gets chance to further develop the Eli brand

After Peyton Manning’s Indianapolis Colts won Super Bowl XLI, the question was whether the NFL’s top endorser could get any bigger as a marketing icon. With his brother Eli bookending Super Bowl and MVP trophies for the Manning family, the biggest marketing question after Super Bowl XLI ...

02/11/08
SportsBusiness Journal: Sprite, T-Mobile, Wrigley lead All-Star activation

While much of the sponsor activity planned for the NBA All-Star Game in New Orleans is cause-related (see accompanying story), there’s also a long list of activation on the more commercial side of things. The most impressive is around the Sprite Slam Dunk contest. Fans will vote on t ...

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