About The Author

Terry Lefton

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

Featured Story

ZipBlimp out to prove that it’s not just a bunch of hot air

Published in SportsBusiness Journal on 01 / 15 / 18

L ike many, Chris Beauchamp ’s quest for “new and improved” began when he realized that what he thought was state-of-the-art was actually archaic. At an Orlando Magic game a few years back, Beauchamp watched as the obligatory m...

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Tags: Marketing and Sponsorship

More Stories by this Author

SportsBusiness Journal: MLB campaign is its biggest ever

Major League Baseball this week will open the 2009 season by breaking its first new marketing tag line in three years: “This is Beyond Baseball.” MLB Chief Marketing Officer Jacqueline Parkes described the multimedia ad campaign as the league’s largest ever, with MLB righ ...

SportsBusiness Journal: Gimme five: Subway makes Crabtree its ‘Fresh Buzz’ guy for ’09

Three weeks before the April 25 NFL draft, Subway has made its selection, signing likely high first-rounder Michael Crabtree as spokesman for its annual “Fresh Buzz” promo, in which a college player eligible for the draft makes appearances, does media tours and participates in chats a ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: New Era makes a visit to the mound to begin baseball season

Philadelphia Phillies ace lefty Cole Hamels will star in a new television spot for longtime MLB on-field cap rights holder New Era that breaks around the start of the MLB season on ESPN and other cable networks. The ad from boutique shop MMB , Boston, shows the World Series MVP walki ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Clubs to vet liquor, lottery options

NFL owners at last week’s meetings considered easing restrictions on liquor and lottery sponsorships and asked clubs to assess the business opportunities and report back next month.  If owners are convinced that lottery and spirits marketing are credible, if not lucrative, business opp ...

SportsBusiness Journal: Ad sales encouraging as IRL launches season

The Indy Racing League opens its season Sunday with some new sponsors, a new TV deal with Versus and a hybrid licensing/sponsorship pact with Mattel that will it give some badly needed retail exposure in the form of IRL-branded Hot Wheels sets. The IRL added Versus as a television partner ...

SportsBusiness Journal: Agency interested in securing NLL’s rights

Is IMG’s next big play across professional lacrosse? Industry sources say the sports agency is looking to create a clearinghouse for the sport, which recently has been growing beyond its traditional Northeast boundaries. Atop IMG’s lacrosse shopping list is a bid to buy the me ...

SportsBusiness Journal: Adding more NFL games no sure thing

As NFL owners meet this week in Dana Point, Calif., they are expected to discuss expanding the regular season by one or two games. While Commissioner Roger Goodell has been vocal in his support of eliminating some preseason games to support an expanded regular-season schedule, the owners are ...

SportsBusiness Journal: Even on analytics’ home court, gut feeling has its fans

The gathering of some of sports’ most devoted statistical acolytes at the recent Sports Analytics Conference at MIT’s Sloan School of Management produced a result that was predictable, though not necessarily statistically so. For all the influence that works like “Moneyball” and number ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Will slump drive NFL to drink?

A proposal to alter NFL regulations to allow liquor and lottery sponsorships is expected to be on the agenda for the NFL owners meeting that starts Sunday in Dana Point, Calif. The plan to permit liquor and lottery marketing was approved by the NFL business ventures committee in an early M ...

SportsBusiness Journal: NBA gives ground rules for liquor marketing

After giving its teams permission earlier this year to sell comprehensive liquor advertising and sponsorships for the first time, the NBA has now issued specific guidelines. Under the new rules, camera-visible liquor ads in arenas are permitted. However, as was the case when NASCAR initial ...

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