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Terry Lefton

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

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American Express Renews USTA/U.S. Open Sponsorship Rights

Published in SportsBusiness Daily on 08 / 26 / 15

American Express has renewed its longstanding USTA/U.S. Open corporate sponsorship. AmEx has been a USTA sponsor since '94. The payment card brand will continue to leverage the Open and USTA grassroots tennis activities. Wasserman Media Group is the longtime sports- and entertainment-marketing agenc...

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SportsBusiness Journal: MLB cachet, fashion flash gives New Era big sales gains

New Era’s 59Fifty, MLB’s exclusive cap since 1994, has won over fans of baseball and fashion. While a cutting machine trims the bills for New Era’s signature 59Fifty fitted baseball caps, CEO Chris Koch is explaining the 20 or so steps th ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: ABC/NBA go with flex schedule

Turn on ABC this winter on Sunday afternoons and you’ll get a steady diet of the NBA. That’s because the network’s 2005-06 coverage is its most ambitious yet under the current rights deal. The strategy also calls for full-season flexible scheduling, a first under the six-year televisio ...

SportsBusiness Journal: When handing out licenses, MLB plays small ball

While the NBA, NFL and NHL contracted with Reebok when it comes to licensing, MLB has aligned itself with smaller companies that have domestic production specializing in the quick-turn, fluctuating demands that are normal in the licensed apparel market. MLB passed on offers from footwea ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Reebok pumps 10th anniversary of Iverson shoe with Answer IX

Reebok is pushing out the 10th anniversary Allen Iverson signature shoe next month with a campaign highlighting Iverson’s durability and longevity in the NBA. The $125 Answer IX, which incorporates the latest version of Reebok’s ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: ‘NBA Cares’ sets $100M charitable goal

NBA Commissioner David Stern this week will take the wraps off the league’s biggest cause-related marketing program ever. “NBA Cares” has a five-year goal of having the league, its teams and players generate $100 million in cash contributions for charitable causes; donate more than a m ...

Tags: Other News

SportsBusiness Journal: National Lacrosse League signs Reebok to 5-year deal

The indoor National Lacrosse League has signed its biggest and most comprehensive sponsorship ever, as Reebok has agreed to a five-year, head-to-toe apparel and shoe deal that the league said is worth eight figures when including the apparel, media and marketing commitments. Other NLL spons ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Floored: Presenting sponsor is first to get ads on D-League court

The NBA Development League’s Florida Flame will open the season Nov. 25 with advertising on the hardwood playing surface at its Germain Arena home near Fort Myers. Century 21 Sunbelt Realty, a sponsor of the Flame’s inaugural season last year, has upgraded to a presenting sponsorship, wh ...

Tags: Basketball, Marketing and Sponsorship

SportsBusiness Journal: An ‘NFL World,’ and they’re just living in it

The NFL Network is hoping to cut through commercial clutter by creating its own NFL animated world in a new ad campaign that sets a variety of players in an imaginary world that’s a combination of pro football and “The Jetsons.” The concept comes at a time when, more than ever before, the ...

Tags: Football

SportsBusiness Journal: MLB fills out lineup for postseason promos

MLB’s postseason sponsorship activation begins with pep rallies in postseason markets this week and concludes with the annually sponsored World Series awards and giveaways. MLB is also continuing its “8 Teams — 1 Champion” advertising theme for the postseason. The “I Live For This” ad ca ...

Tags: Anheuser-Busch Cos., Baseball, Marketing and Sponsorship, MasterCard International Inc., MLB, Pfizer, RadioShack, State Farm

SportsBusiness Journal: Yankees skipper makes time for tea

While beer and soft drink brands are among the biggest marketing spenders in sports, New York Yankees manager Joe Torre has signed a different kind of beverage endorsement deal. Joe Torre drinks tea in the dugout, so he is a natural pitchman for Bi ...

Tags: Baseball, Marketing and Sponsorship, New York Yankees

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