About The Author

Terry Lefton

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

Featured Story

Lady Gaga Set To Headline Super Bowl Halftime; Pepsi Marketing Plans To Come

Published in SportsBusiness Daily on 09 / 22 / 16

Lady Gaga will indeed be the halftime show headliner at Super Bowl LI after reports first popped up last week that she would perform at the game in Houston. Sources said that Gaga will be confirmed by Fox on Sunday during its NFL programming, most likely during its pregame show. Fox will televi...

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Tags: Events and Attractions, NFL, PepsiCo

More Stories by this Author

SportsBusiness Journal: Crocs’ team deals target NFL fans

Nike, Adidas, Reebok and Under Armour are paying millions of dollars for the rights to have their athletic shoes appear on NFL fields. Crocs is paying far less in an attempt to make itself the shoe of choice for NFL fans. A licensing deal with the NFL signed late last year resulted i ...

SportsBusiness Journal: E-commerce specialist GSI a hit online

GSI Commerce is the biggest sports retailer most consumers have never heard of. Yet anyone who has ordered online from one of the top-five league sites, most major sporting goods specialty retailers and e-commerce sites, or purchased electronically from top sports brands including Adidas, Reebo ...

Tags: In-Depth

SportsBusiness Journal: Not just hanging around

Perhaps one shouldn’t wonder why Fathead can charge $99 for life-sized vinyl photos of the sports’ biggest stars. Remember that “fan” is short for fanatic. Recall that a sports aficionado’s passion is often larger than life. Then a life-sized wall hanging of the obsessed’s favorite athlete or a ...

Tags: In-Depth

SportsBusiness Journal: A-B claims space in Devils’ home

Anheuser-Busch has signed on as a sponsor of the new Prudential Center in Newark, N.J., in a five-year pact that gets it pouring rights and title sponsorship to a 10,600-square-foot bar on the suite level of the arena. Naming rights to two large entrances at the Pru ...

SportsBusiness Journal: AVP taking the beach into arenas

The AVP, which markets beach volleyball using the allure of Southern California’s sand and surf lifestyle as much as the merits of the sport itself, is moving indoors. The pro circuit is launching a two-month indoor tour this winter in association with AEG. What’s being called the AVP Hot ...

SportsBusiness Journal: NHL’s newest hires strengthen marketing efforts

The NHL is boosting its marketing roster by bringing in executives with NFL experience. Keith Wachtel joins the NHL as its new senior vice president of corporate sales and marketing, coming over from the NFL, where he worked for six years, most recently as director of business developmen ...

SportsBusiness Journal: Galaxy deal boosts Herbalife’s brand exposure

Whether spending millions to obtain the services of David Beckham benefits MLS or Posh Spice Beckham more has yet to be determined. However, Herbalife, which spent $20 million over four years to get its trademark on the Los Angeles Galaxy jersey Beckham now wears, is already certain it made a s ...

SportsBusiness Journal: ING adds Denver Marathon to race portfolio

Financial services brand ING is augmenting its collection of road races with a two-year deal to sponsor the Denver Marathon, now in its second year. ING began sponsoring distance races in 2003 with the New York City Marathon. ING becomes a top-level corporate ...

SportsBusiness Journal: Continental ending arena naming-rights deal

Continental Airlines, which has hung its name on the New Jersey home of the NBA Nets and NHL Devils since 1995, is jetting out of the naming-rights business. The Houston-based airline, which flies out of nearby Newark, continues to sponsor the New York market’s Yankees, Knicks, Rangers and ...

SportsBusiness Journal: All-Stars outshine steroids’ shadow

MLB Commissioner Bud Selig last week showed a bit of sympathy for the writers who continue to hound him about his undetermined, or at least undisclosed, plans for what he’ll do when Barry Bonds breaks the sport’s all-time home run record. Barry Bonds got a long ovation, ...

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