About The Author

Terry Lefton

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

Featured Story

Playing it Safelite: Bills sign vehicle glass repair brand

Published in SportsBusiness Journal on 07 / 27 / 15

C all it the most transparent of deals. Safelite AutoGlass , which bills itself as the nation’s largest provider of vehicle glass repair and replacement, has signed its first NFL sponsorship, signing a three-year deal making it the official...

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Tags: Marketing and Sponsorship

More Stories by this Author

09/26/05
SportsBusiness Journal: Airline shows its stripes

Continental Airlines is taking its New York Yankees sponsorship out of the Bronx and into midtown Manhattan with a Yankee viewing party in Bryant Park on Tuesday. Continental, a Yankees sponsor since 1998, is behind “Pinstripes In ...

Tags: Baseball, Continental Airlines, Marketing and Sponsorship, New York Yankees

09/26/05
SportsBusiness Journal: Corporate sponsor sales remain difficult after NHL lockout

When looking at all of the NHL’s businesses, the league’s corporate sponsorship sales will take the longest to recover from a full year without games. The league is not expected to open its season with any new corporate sponsors and it is looking at new ways to sell corporate affi ...

Tags: Anheuser-Busch Cos., Hockey, Marketing and Sponsorship, McDonald's Corp., NHL

09/19/05
SportsBusiness Journal: Every direction you look, numbers are up for the U.S. Open

Blessed with unusually pleasant weather and some good story lines through the two weeks of the tournament, the United States Tennis Association is crowing over a number of records set at the recently completed U.S. Open in Flushin ...

Tags: Detroit Lions, Foot Locker, Marketing and Sponsorship, MasterCard International Inc., MLB, NASCAR, NFL, SFX, Tennis, USTA

09/19/05
SportsBusiness Journal: How the Bruins crafted a campaign to win back fans

Bruins coach Mike Sullivan tapes a commercial called “We’re back” soon after the NHL ended a labor dispute with players and cleared the way for teams to get back in action. It’s only a few hours into the opening day of training camp at Bost ...

Tags: Boston Bruins, Hockey, New England Patriots, NESN, NHL, In-Depth

09/12/05
SportsBusiness Journal: NFL scores as investor in Reebok-Adidas deal

In the latest example of the rich getting richer, the NFL will reap a windfall of more than $25 million once Adidas’ acquisition of Reebok is complete, licensing industry and league sources confirmed last week. The “bonus” being provided to the league by Reebok stems from stock warrants ...

Tags: Adidas, Football, NFL, Other News, Reebok

09/12/05
SportsBusiness Journal: Peyton Manning adds Sony, Kraft to lucrative endorsement list

We don’t claim to be the indisputable keeper of such records, but after a season in which Indianapolis Colts quarterback Peyton Manning connected for a record 49 touchdown passes, we won’t argue when IMG tells us that Manning is ...

Tags: ABC, ESPN, Football, IMG, Indianapolis Colts, Kraft Foods, Marketing and Sponsorship, MasterCard International Inc., McCann-Erickson Worldwide Inc., NASCAR, New York Yankees, NFL, NHL

09/12/05
SportsBusiness Journal: Goodbye, bowling balls, hello, running shoes as PBA executive cha ...

As the new president of Devine Racing, Steve Miller is now the answer to the question “what do bowling and marathons have in common?” Steve Miller will help run a Chicago company that owns marathons. Miller, 62, the former director of ...

Tags: Other News, PBA

09/05/05
SportsBusiness Journal: Study helps NFL unify branding efforts

When package-goods marketers migrate to sports properties, the most dramatic difference they find is the seat-of-the-pants marketing endemic to sports. Marketing institutions like Procter & Gamble won’t even consider changing packaging colors from Pantone 179 to 180, an almost imperceptibly ...

Tags: Football, NFL, In-Depth

09/05/05
SportsBusiness Journal: Motorola makes connection with program

Motorola, best known in NFL circles for having its brand on coaching headsets, will attempt to further validate its football ties with a seasonlong online balloting program asking fans to select the most innovative players in league history. “The branding we’ve gotten is great, but now we’ ...

Tags: Football, Marketing and Sponsorship, NFL, RadioShack, Sprint Corp.

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