About The Author

Terry Lefton

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

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Sail The High Brees: Saints QB's Foundation Endorsing Carnival Cruise Lines

Published in SportsBusiness Daily on 10 / 19 / 17

Carnival Cruise Lines has signed a deal with Saints QB Drew Brees' foundation and will use him in a sweepstakes promotion offering a free cruise any time he and the Saints throw for more than 300 yards in a game this season. “Cruising brings people together and nothing unites the New Orleans ...

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Tags: Marketing and Sponsorship, Carnival

More Stories by this Author

SportsBusiness Journal: Super Bowl hosts plan while keeping eyes on economy

With Super Bowl XLIII history, local host committees for the next two NFL championships are turning their attention toward fundraising and sponsorship sales with a watchful eye on the recession. “The reality is we’re watching the economy,” said Rodney Barreto, chairman of the Super Bowl ...

SportsBusiness Journal: Adidas, Sprite, T-Mobile active in activation

NBA sponsors are finalizing activation plans for the league’s All-Star showcase to be held this weekend in Phoenix.  “We’ve had as much or more activation by our marketing partners than ever,” said Mark Tatum, senior vice president of marketing partnerships. Top NBA licensee Adidas ...

SportsBusiness Journal: NFL at revenue crossroads

Is the way the NFL does business about to undergo a significant change? With what looks like a contentious labor negotiation imminent along with the likelihood of an uncapped year for player salaries after next season, and most of the league’s television rights deals and almost al ...

SportsBusiness Journal: Licensees change to try to accommodate strapped retailers

Attendance was sparse at the recent Sports Licensing & Tailgate Show in Las Vegas, but even show organizers acknowledged that with the low expectations generated by a moribund economy, they weren’t entirely disappointed. As a matter of fact, even with less than stellar attendance a ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NFL Network touts its never-ending season in Super Bowl ad

For some time, it’s been apparent that the NFL is as much about creating and selling media content as it is about staging NFL events. The fact that the annual Super Bowl ad for NFL Network is evolving into a promo for every form of league-controlled media — online, mobile and TV &mdash ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Inside the creative process of Bud ads

It was 1988 when Anheuser-Busch first pitched a TV network on the idea of buying four minutes of advertising in the Super Bowl, along with having alcoholic beverage category exclusivity. At the time, Miller Brewing Co. had postseason NFL rights, so A-B could not even use the words ...

SportsBusiness Journal: Money talks for licensed gear, goodies

Two hours before Super Bowl XXIX, a father and son stepped out of the Florida sunshine and into Joe Robbie Stadium, hurrying to the souvenir stand closest to the gate. “What can I get, Dad?’’ pleaded the towheaded 10-year-old. Clutching tickets in one hand and grabbing for his wal ...

SportsBusiness Journal: Halftime evolves as sponsorship vehicle

For the Super Bowl’s first 26 years, the game’s halftime show was as routine as a run up the middle. It was a saccharine combination of marching bands, acts like Up With People and Disney-themed shows such as “It’s a Small World.” The Michael Jackson show ushered ...

SportsBusiness Journal: Baseball season’s near, and team sponsors are warming up

In the dead of winter, here are some Major League Baseball club deals to help warm the heart of any team sponsorship marketer and remind us that MLB’s Opening Day is less than three months away. It’s always news when a team flips beverage partners and such is the case in Cincinnati, wh ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: NFL close to adding P&G to sponsor list

Pre-eminent packaged-goods marketer Procter & Gamble is close to a large five-year sponsorship deal with the NFL that would align its swath of health, beauty and household products brands with league marks. While details were scant, sources said the NFL has been pursuing the packaged g ...

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