About The Author

Terry Lefton

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

Featured Story

Dodgers asking $12 million a year for naming rights to field

Published in SportsBusiness Journal on 07 / 17 / 17

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega...

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Tags: Marketing and Sponsorship

More Stories by this Author

10/27/08
SportsBusiness Journal: Licensees launch Celtics championship line

Four months after the Boston Celtics won their 17th NBA championship, league licensees are rolling out a line to commemorate the title. The Celtics’ victory netted out as the NBA’s third-biggest hot-market licensed-sales opportunity ever, behind the top-selling Chicago Bulls&rs ...

10/27/08
SportsBusiness Journal: MLB poised for blazing hot market if Phils win World Series

While few people had great expectations for strong television ratings for this year’s World Series between the Philadelphia Phillies and the Tampa Bay Rays, it’s another story when it comes to sales of licensed products. Under the well-established adage that there’s no deman ...

10/20/08
SportsBusiness Journal: Vitaminwater flows onto NCAA sidelines

Vitaminwater will have a presence at all 88 NCAA championships. Coke’s Vitaminwater brand is moving to the forefront of the company’s NCAA sponsorship. Starting next month, all 88 NCAA championships, including the crown jewel men’s basketball tournament, ...

10/20/08
SportsBusiness Journal: AFL owners OK sale of $100 million stake

Arena Football League owners have approved a tentative deal with Platinum Equity that calls for the company to invest up to $100 million and assume management control of the league. AFL owners voted on Oct. 10 to approve a nonbinding letter of intent calling for Los Angele ...

10/20/08
SportsBusiness Journal: Licensed goods execs at leagues still see growth

Hyperbole is an element of any sales process, but it’s still confounding to find many of the biggest sports licensors forecasting growth in the face of a beleaguered economy. “I’ve never seen a tougher retail environment,” said Brian Jennings, NHL executive vice president of marketin ...

10/20/08
SportsBusiness Journal: Majestic keeping pace after sale

Editor's note: This story has been revised from the print edition. On a recent Sunday evening, a man was shopping on MLB.com and ordered a New York Yankees pinstripe jersey with a customized name and number from Majestic Athletic, which has been making baseball’s authentic jerseys ...

10/13/08
SportsBusiness Journal: NBA sees growth in merchandise sales in Europe and Asia

The NBA’s reputation as the most exportable U.S. league is growing, and further proof is in its overseas licensing sales. For the first time, foreign sales of licensed NBA goods are due to exceed 30 percent worldwide by the end of the coming season, marking the highest figure of an ...

10/13/08
SportsBusiness Journal: Four NFL teams sniff out sponsor money in tight times

How do you add new sponsors when money is tight? Build new inventory, mine nontraditional categories and search in places you never looked before. So say four NFL sponsorship marketers, all of whom are having some success in the face of a shattered economy. The New York Giants have laun ...

Tags: Marketing and Sponsorship

10/13/08
SportsBusiness Journal: NFL partners gear up for game in London

NFL sponsors and licensees are preparing activation behind the Oct. 26 game at Wembley Stadium in London between the New Orleans Saints and San Diego Chargers. The game marks the second consecutive year that the NFL is staging a regular-season game in the U.K. Bridgeston ...

10/06/08
SportsBusiness Journal: If Allianz isn’t worthy, where does vetting of sponsor list end?

Spare me the New York Times-driven media outrage about Allianz ’s Nazi ties that were enough to derail a potential naming-rights deal in excess of $900 million for the new stadium for the New York Giants and Jets that is scheduled to open in 2010. This columnist has both Jewish and ...

Tags: Marketing and Sponsorship

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