About The Author

Terry Lefton

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

Featured Story

Rebrand conveys MLS’s confidence

Published in SportsBusiness Journal on 09 / 22 / 14

Seeking inspiration during a rebranding process that lasted more than a year, Major League Soccer marketers found it in the stands before a July 2013 Gold Cup game in Portland. Before a match in which the U.S. team beat Belize 6-1, some of the most ardent supporters of the U.S. national team erec...

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Tags: Leagues and Governing Bodies

More Stories by this Author

SportsBusiness Journal: Sponsorship exec Brody back at MLB

Major League Baseball has hired its first senior sponsorship executive since 1999. Former MLB corporate sponsorship executive John Brody has returned to the league's New York headquarters as senior vice president of corporate sales and marketing, some 18 months after he left to become executi ...

Tags: Baseball, ESPN, Fox, MLB, NASCAR, This Week's Issue

SportsBusiness Journal: Octagon signs 14 fishermen

Octagon has gotten hooked on professional fishing, practiced here in a 2003 tourney in Minnesota by John Kimmes (left) and Jeff Johnson. Octagon is goin' fishin'. IPG's sports and events agency is casting headlong into the burgeoning sport ...

Tags: ESPN, Labor and Agents, NASCAR, Octagon Group, SFX

SportsBusiness Journal: USTA, tennis industry use stars

With participation in tennis flat at best, the U.S. Tennis Association and the Tennis Industry Association are launching a $3 million marketing effort encouraging Americans to play its game. Easily the biggest participatory campaign from any tennis industry organization breaks with eight- ...

Tags: Adidas, Boxing, ESPN, Fila, Head USA, K-Swiss, Marketing and Sponsorship, Motorsports, NASCAR, Penn Racquet Sports, Prince, Reebok, Tennis, USTA, Yonex

SportsBusiness Journal: NBA celeb fans line up to show their love

You've really got to "Love This Game" to be at Madison Square Garden on this chilly Monday night in March. The competition for the hometown Knicks is the Atlanta Hawks, a league doormat at 26 games below .500. The Knicks themselves have lost six more games than they've won and are coming ...

Tags: Atlanta Hawks, Basketball, Chicago Bulls, Football, Marketing and Sponsorship, NBA, NBC, New York Knicks, NFL

SportsBusiness Journal: MLS mixes old (Pele) with new (Adu)

Deal has Adu reaching for Sierra Mist. With its ninth season opening April 3, Major League Soccer is hoping that combining international soccer ambassador Pele with 14-year-old wunderkind Freddy Adu will give it some of the broad exposure ...

Tags: Marketing and Sponsorship, MLS, PepsiCo, Soccer

SportsBusiness Journal: Burch leaves Fila behind for marketing

Howe Burch, who ran Fila's sports marketing for more than a decade, is leaving the sneaker and apparel company to establish a sports marketing consultancy. Burch, 49, has been with Fila since 1993 after 12 years at Doner Advertising in Baltimore. During his 11-year tenure at Fila, he signed ...

Tags: Adidas, ATP, Basketball, Fila, Marketing and Sponsorship, NBA, Tennis, USTA, WNBA

SportsBusiness Journal: Sports Spots:

• Client: Fox Sports • Agency: Cliff Freeman & Partners, New York • Principals: For Fox: Not available. For Cliff Freeman & Partners: Dan Morales, creative director; Grant Smith, copywriter • Media buy: National/regional in Fox Sports and Fox Spor ...

Tags: Fox, Motorsports, NASCAR, Sports Spots

SportsBusiness Journal: Sports Spots:

• Client: Gillette • Agency: BBDO, New York • Principals: For Gillette: Peter Clay, vice president, Premium Systems; Doug Koval, business manager. For BBDO: Marianne Besch, creative director; Brian McDermott, copywriter • Media buy: NASCAR programming ...

Tags: BBDO WorldWide, Gillette, Motorsports, NASCAR, Sports Spots

SportsBusiness Journal: Cialis’ PGA Tour efforts keep eye on the ball

Lily Icos' Cialis brand of erectile dysfunction prescription medicine is taking a soft-sell approach to leveraging its PGA Tour sponsorship. While competitor and market leader Viagra has done on-site men's health clinics to leverage sponsorship properties like its NASCAR team, Cialis will us ...

Tags: ABC, CBS Broadcasting Inc., Golf, Motorsports, NASCAR, NBC, This Week's Issue

SportsBusiness Journal: Marketing A-Rod: No swinging for fences

Just after Alex Rodriguez's trade to New York and his subsequent anointment as the Yankees' 21st century answer to Babe Ruth, another media myth was formulated. MLB's best player on its biggest stage had to produce unlimited endorsement riches. At least that was the speculation in a spate ...

Tags: Baseball, Marketing and Sponsorship, MasterCard International Inc., MLB, New York Yankees, PepsiCo

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