About The Author

Terry Lefton

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

Featured Story

‘We’re talking to our partners every day’

Published in SportsBusiness Journal on 09 / 29 / 14

When the NFL’s domestic violence crisis became front-page news, corporate sponsors of the league, particularly the publicly traded companies, began applying pressure with the unusual step of taking the league to task publicly. That put the league’s top sales executive inside the controv...

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Tags: Leagues and Governing Bodies, Marketing and Sponsorship

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02/23/04
SportsBusiness Journal: Reebok adds rights for MLB

Reebok signed a four-year deal with Major League Baseball last week giving it worldwide rights to market footwear bearing the league's silhouetted batter trademark. The deal means Reebok now has footwear rights with the NBA, NFL and MLB. Apparel licensing rights were not part of the agreeme ...

Tags: Baseball, Basketball, Boston Red Sox, Football, Majestic Athletic, Marketing and Sponsorship, MLB, NBA, New Era, NFL, Reebok, VF Corp.

02/16/04
SportsBusiness Journal: Dr Pepper inks Frisco deal

Groundbreaking ceremonies for the Frisco Soccer & Entertainment Center in Frisco, Texas, are scheduled for this week, but even before an official spade of dirt is shoveled, the complex has signed its first founding partner. Dr Pepper/7Up has signed as the initial "signature partner" at the ...

Tags: Baseball, Dallas Stars, FC Dallas, Hockey, Marketing and Sponsorship, PepsiCo, Soccer, Texas Rangers

02/16/04
SportsBusiness Journal: Brady plays it cool with endorsements

As the youngest quarterback to win a pair of Super Bowls, Tom Brady could be the most coveted individual athlete endorser in America. Still, while the phones have been ringing nonstop since the Patriots' victory in Super Bowl XXXVIII, Brady's agent does not sound like a man looking to cash in ...

Tags: Football, Marketing and Sponsorship, New England Patriots

02/09/04
SportsBusiness Journal: $50M behind Adidas' Ali campaign

Adidas has launched what it is calling its biggest ad campaign ever, a $50 million global effort featuring Muhammad Ali, and a new tag line, "Impossible Is Nothing." The $7.8 billion sports apparel and hard-goods company begins the campaign in the United States with three ads. Two feature ...

Tags: Adidas, Boxing, Marketing and Sponsorship

02/09/04
SportsBusiness Journal: Teams aren’t top reason to watch SB

The two biggest reasons Americans watch the Super Bowl are because a friend is throwing a party, and to see the competition among national advertisers in the year's top-rated TV show. That's the conclusion of an online survey to determine drivers of Super Bowl XXXVIII viewing. The survey w ...

Tags: Carolina Panthers, Football, Marketing and Sponsorship, New England Patriots, NFL

02/09/04
SportsBusiness Journal: One-on-One with Steve Ryan

Steve Ryan came to the league after being president of NHL Enterprises. In the three-plus years Steve Ryan has been commissioner, the Major Indoor Soccer League has changed its name twice (taking the name of the most successful of i ...

Tags: MLS, NFL, NHL, One-on-One, Pittsburgh Penguins, Soccer

02/02/04
SportsBusiness Journal: Sports Spots: "Savior With a Megaphone"

• Client: Cleveland Cavaliers • Agency: Olson + Co., Minneapolis • Principals: For the Cleveland Cavaliers: Len Komoroski, president; Tracy Marek, vice president, marketing. For Olson + Co.: Tom Randall, copywriter; Andrea Floren, art director • Media buy: ...

Tags: Basketball, Cleveland Cavaliers, Sports Spots

02/02/04
SportsBusiness Journal: Sports Spots:

• Client: Professional Bowlers Association • Agency: Creature, Seattle • Principals: For the PBA: Lisa Gil, director of brand communication. For Creature: Matt Peterson and Jim Haven, creative directors and co-founders • Media buy: Nationally within the PBA ...

Tags: PBA, Sports Spots

02/02/04
SportsBusiness Journal: Sports Spots: "Iron Mike"

• Client: Levitra/GlaxoSmithKline and Bayer • Agency: The Quantum Group, Parsippany, N.J. • Principals: Not available • Media buy: Various male-targeted programming, especially NFL games, in support of Levitra's NFL corporate sponsorship • Summ ...

Tags: Bayer Corp., Football, GlaxoSmithKline, NFL, Sports Spots

01/26/04
SportsBusiness Journal: Behind the scenes: Visa's Super Bowl ad

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Tags: Apple, AVP, BBDO WorldWide, Football, NFL, Olympics, PepsiCo, Reebok, Special Report, Visa

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