About The Author

Terry Lefton

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

Featured Story

Sail The High Brees: Saints QB's Foundation Endorsing Carnival Cruise Lines

Published in SportsBusiness Daily on 10 / 19 / 17

Carnival Cruise Lines has signed a deal with Saints QB Drew Brees' foundation and will use him in a sweepstakes promotion offering a free cruise any time he and the Saints throw for more than 300 yards in a game this season. “Cruising brings people together and nothing unites the New Orleans ...

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Tags: Marketing and Sponsorship, Carnival

More Stories by this Author

09/04/06
SportsBusiness Journal: It all starts with Kickoff, now a proven winner

The NFL opens its season this week in Pittsburgh, the fifth consecutive year the league has opened on a Thursday night in what has now become established as a ratings and sponsorship platform. “The number of Kickoff partners and their activation levels has grown every year,” said Peter Murray, t ...

09/04/06
SportsBusiness Journal: NBA, NHL quickly back in market for CMOs

With their seasons approaching, both the NBA and NHL have seen their new CMOs depart having served less than six months with their respective leagues. Michael LaBroad, who in February was named the NHL’s first CMO, left the leagu ...

07/31/06
SportsBusiness Journal: Providing a jolt to sports sponsorships

Most of the domestic sports economy hasn’t been affected by the rise of the energy drink category to a $3 billion market over the past nine years. For action sports athletes, however, it’s been an unexpected rush. Energy drink profits are much hig ...

Tags: In-Depth

07/31/06
SportsBusiness Journal: NHL close to deal with Verizon

Verizon Wireless is close to a deal making it the NHL’s new wireless telecommunications sponsor. Marketers familiar with the agreement said it runs for three years with an option for a fourth, and that it comes with a rights fee of about $4 million a year. Verizon Wireless will make an additional l ...

07/31/06
SportsBusiness Journal: IMG taps branding exec Birge as CMO

After a year of many staff departures at IMG, the company is now adding a top executive, hiring Robert Birge as the chief marketing officer for its Sports and Entertainment division. Birge will be based in New York and start Aug. 14. He will report to IMG Sports and Entertainment Pre ...

07/31/06
SportsBusiness Journal: Drink brands play the name game

Clothing companies are marketing their own drinks as well. According to BevNet.com, the exploding market for energy drinks has resulted in more than 1,000 brand names for those beverages. The most common ploy by marketers trying to connote an instant e ...

Tags: In-Depth

07/24/06
SportsBusiness Journal: NBCSports.com retools, targets ‘the big boys’

Armed with its new NFL television rights package, NBC is mounting an aggressive relaunch of its NBCSports.com Web site with designs on competing with the likes of ESPN.com, FoxSports.com and CBS SportsLine.com, sports broa ...

07/24/06
SportsBusiness Journal: Under Armour digs in

Under Armour, one of the hottest and most sought-after sporting goods brands today outside of Nike, is finalizing a six-year, $60 million footwear deal that will get it access to NFL fields where it will compete toe-to-toe with Nike. Under Armour, which has featu ...

07/24/06
SportsBusiness Journal: League shuffles marketing, licensing staffs

The NFL is integrating its marketing and licensing departments, with marketing taking the upper hand. Senior vice president of marketing Lisa Baird, who came to the NFL last August after marketing jobs with Procter & Gamble, GM and IBM, now assumes responsibility for the league’s li ...

07/24/06
SportsBusiness Journal: With games to show, NFL Network ads more ‘show-specific’

Willis McGahee asks the audience “Did You See Me?” in an NFL Network spot. Director Bryan Barber (with Chad Johnson) did videos for OutKast and Destiny’s Child. With live and rebroadcast regular-season game inventory on-air for the fi ...

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