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Terry Lefton

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

Featured Story

Group building commercial platform for hockey’s Hobey Baker Award

Published in SportsBusiness Journal on 12 / 05 / 16

Hockey’s Hobey Baker Award is trying to develop some marketing muscles. The award has been presented annually since 1981 honoring the NCAA’s top hockey player. Like the Heisman Trophy, it’s owned by a foundation. Unlike the Heisman, it has rarely, if ever, been exploited commerc...

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Tags: Marketing and Sponsorship

More Stories by this Author

12/17/07
SportsBusiness Journal: ESPN’s new AFL campaign tries to steer fans to football fix

If you are a football fan, could you be a latent Arena Football League aficionado? The AFL and ESPN are betting on it. A new “Every Season is Football Season” marketing campaign from ESPN agency Wieden & Kennedy will be leveraged across the network, the league and its teams beginn ...

Tags: Marketing and Sponsorship

12/10/07
SportsBusiness Journal: AVP, Crocs migrate to Australia for tour

The AVP is going Down Under and its biggest sponsor is going along for the ride. The pro beach volleyball circuit has forged an alliance with the Australian Volleyball Federation, under which the AVP will run and market the Australian National Volleyball Tour. The five-stop Aussie tour ...

12/10/07
SportsBusiness Journal: NHL close to secondary ticketing deal

The NHL is nearing a five-year agreement with Ticketmaster that would make the company the league’s official secondary ticketing provider, according to industry sources, continuing a 10-month spurt in which all four major American sports leagues have embraced the booming ticketing resale business. ...

12/10/07
SportsBusiness Journal: Softer economy shouldn’t hurt sports, industry experts say

This is the time of year when forecasting proliferates. Economic pundits are starting to use the R word, as in “recession.” The dictionary definition of a recession is a decline in GDP for two or more consecutive quarters. We aren’t convinced yet there is a recession, nor do we pret ...

Tags: Marketing and Sponsorship

12/10/07
SportsBusiness Journal: Do fans make the connection?

There is a scene in the coming-of-age flick “Risky Business” where Tom Cruise’s character, the aptly named Joel Goodson, stands on the crowded front lawn of his parents’ suburban home, which he has turned into the unlikeliest of brothels. As his high school pals mill ...

Tags: In-Depth

12/10/07
SportsBusiness Journal: NHL close to secondary ticketing deal

The NHL is nearing a five-year agreement with Ticketmaster that would make the company the league’s official secondary ticketing provider, according to industry sources, continuing a 10-month spurt in which all four major American sports leagues have embraced the booming ticketing resale business. ...

12/10/07
SportsBusiness Journal: NFL nearly done with sales and marketing reorg

Editor's note: This story is revised from the print edition. A long-awaited reorganization of the NFL’s sales and marketing structure is nearly complete. Mark Waller, who joined the league in early 2006 as senior vice president, international, is now squarely second-in-command ...

12/03/07
SportsBusiness Journal: What’s on the fast-food menu for NFL? Burger King to go

Burger King is done, some might say well-done, after completing this, its third season as an NFL corporate sponsor. Officially, word from Burger King sports agency Rule 1.02 Marketing is that they are still negotiating. However, numerous industry sources indicated that Burger King ...

Tags: Marketing and Sponsorship

11/26/07
SportsBusiness Journal: YES near ad sales deal with FSN

YES Network has dropped ABC as its national sales rep and is close to hiring Fox Sports Net to take its place. The deal is not yet complete, but several sources describe it as imminent and expect it to close in the next few weeks. YES Network’s deal with ABC National Television Sales ends Dec. ...

11/26/07
SportsBusiness Journal: A-B moving Ponturo to New York City

Anheuser-Busch is moving one of its top marketing guns from its St. Louis headquarters to the Big Apple. Tony Ponturo, A-B’s vice president of global media and sports marketing, will relocate to New York early next year while keeping his same title and responsibilities. He perennially ...

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