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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

SportsBusiness Journal: Swimsuit issue a beauty for SI’s bottom line

It comes every year after the NFL championship and has been referred to as “the Super Bowl of print.” However, Sports Illustrated’s cash cow swimsuit issue has added retail and digital marketing extensions, allowing the franchise to sell cross-media sponsorships like any other big sports ...

SportsBusiness Journal: Gridiron Bash pumps up spring football

MSL’s Gridiron Bash, an amalgamation of spring football practice and live music at some of the nation’s top football schools, will be televised by Fox Sports Net for an hour at 9 p.m. on April 19 and 20. Saturday night’s show, which will be in FSN’s 65 million homes, will review the par ...

SportsBusiness Journal: State Farm adds LeBron, Turner deal

On the eve of the NBA All-Star Game, State Farm is augmenting its expansive roster of major sports properties by signing a deal with LeBron James. The insurer has also signed a deal with NBA rights holder Turner that makes State Farm the on-air presenting sponsor during the All-Star Saturd ...

SportsBusiness Journal: Sponsors back ESPN film on race relations

Russell Athletic and sister company Spalding, along with State Farm Insurance, are aboard as presenting sponsors of “Black Magic,” a two-part, four-hour ESPN Original Entertainment film focusing on basketball and race relations that ESPN will telecast after the men’s and women’s NCAA tourn ...

SportsBusiness Journal: University of Phoenix gives naming-rights deal a good grade

What the hometown Cardinals hope is the first of many Super Bowls in their two-year-old stadium was the ultimate one-day payout for University of Phoenix, which signed a $154 million, 20-year naming-rights deal in September 2006. Still, long before the Patriots and Giants fought the ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Nike to keep Federer with 10-year deal

Nike is poised to sign Roger Federer to a new deal that stands to be the most lucrative tennis endorsement ever, sources said. The 10-year extension could be worth as much as $13 million a year. Sources close to the deal differed on whether that money was fully guaranteed or in part d ...

SportsBusiness Journal: Earnhardt holds key to restarting NASCAR licensed goods sales

It’s NASCAR’s 60th birthday and the 50th anniversary of its signature Daytona 500 race. In addition, you have Sprint taking Nextel’s place and Nationwide replacing Busch as title sponsor for their respective circuits. That means there are a lot of new logos to peddle. But it’s th ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Hits and misses in Super Bowl advertising

Is a great Super Bowl ad any different than a great ad per se? Asking this question to marketers elicits a variety of answers. Still, those who have practiced their craft on advertising’s biggest stage know there’s a different standard for Super Bowl ads, even if there’s not always a co ...

Tags: In-Depth

SportsBusiness Journal: For NFL Net, a new round of lousy predictions

The NFL Network is reprising its “predictions” ad to run during Fox’s broadcast of the Super Bowl. The ad will feature a flashback to September to show how much things can change over an NFL season. Scripting was still being finalized for a shoot by agency Triple Double, scheduled ...

SportsBusiness Journal: Ripken’s solid reputation resonates with water heater company

We’re always looking for new categories that are spending dollars on sports, so we’re intrigued that Cal Ripken has signed a three-year deal to endorse Rinnai water heaters, where he will serve as a “brand ambassador.” We’re not necessarily sure this means that water heaters are ...

Tags: Marketing and Sponsorship

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