About The Author

Terry Lefton

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

Featured Story

Take the pair: Simms, Esiason line up for Investors Bank

Published in SportsBusiness Journal on 05 / 15 / 17

W hen Source Communications President Larry Rothstein called 16W Marketing partner Steve Rosner in mid-January and asked him to recommend someone from his talent stable to carry the ball for Investors Bank , Rosner had an alternative idea...

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Tags: Marketing and Sponsorship

More Stories by this Author

03/27/06
SportsBusiness Journal: Coke gets its foot into Rapids’ soccer complex

Coca-Cola has signed on as the first of 10 founding-level sponsors at the multipurpose soccer and youth sports complex and retail development being built in Commerce City, Colo., by Kroenke Sports Enterprises . The facility is s ...

Tags: Marketing and Sponsorship, PepsiCo

03/27/06
SportsBusiness Journal: Sponsor Direct acquires competitor SponsorAid

Sponsorship solutions company Sponsor Direct has acquired competitor SponsorAid in what was described as a cash and equity deal. SponsorAid competed with Sponsor Direct in selling automated systems to manage what can be an overwhelming volume of incoming sponsorship proposals that are presented ...

Tags: Marketing and Sponsorship

03/27/06
SportsBusiness Journal: Giants/Jets: $20M a year for naming rights

The early asking price for naming rights to the proposed stadium for both the New York Giants and Jets is $20 million a year, according to several sources with knowledge of the situation. The new home of the New York Giants and Jets is expected to win ...

03/20/06
SportsBusiness Journal: Ocean Spray to market Craisins through WNBA sponsorship

Targeting the WNBA’s young female fan base, Ocean Spray has signed its Craisins brand of dried sweetened cranberries to a one-year sponsorship of the women’s basketball league. Ocean Spray also will sponsor the league’s “Be Fit” tour of fitness workshops. ...

03/20/06
SportsBusiness Journal: MLS hires firm to conduct brand study

Entering its second decade with the season that starts April 1, Major League Soccer is taking a hard look at itself. The league has hired New York branding firm SME, along with several universities, to ask questions fundamental to the future of MLS, such as who its fans are and what ...

03/13/06
SportsBusiness Journal: Chasing airline sponsorship dollars? Good luck

For any team or venue seeking sponsorship dollars from airlines, the only good news is that the search needn’t be exhaustive — there’s only a handful of carriers spending on sports sponsorships. The bad news is that since airlines are still largely unprofitable and some of the largest c ...

Tags: In-Depth

03/13/06
SportsBusiness Journal: They’re with the brand: Hire continues trend

Sports properties talk a lot about branding, but over the years, sales have always been paramount. The care and feeding of their brands has largely resided in the corporate sponsorship sales department, or added to the long list of duties of the properties’ president or league CEO. N ...

03/13/06
SportsBusiness Journal: Brand expert gets marketing post at NBA

David Stern is inseparable from the marketing of the NBA. But now, as the business of pro basketball becomes increasingly complex, he’s shedding some of those responsibilities by adding a senior marketing executive. "Truth be told, I'm replacing myself." David S ...

02/27/06
SportsBusiness Journal: Big-name equipment makers show interest in lacrosse, but is there ...

Like so many niche sports, the equipment market for lacrosse is dominated by a fraternity of small companies staffed and often founded by former players. Lately, as the sport has been growing outside of its traditional Northeastern/Mid-Atlantic boundaries, it’s attracted attention from ...

Tags: In-Depth

02/27/06
SportsBusiness Journal: Las Vegas mayor takes case to NBA team owners, execs

The 2007 All-Star Game is set for Las Vegas, so Mayor Oscar Goodman hit Houston hard not only to promote next year’s event, but also to lure a franchise to Sin City. Vegas’ Mayor Goodman and Stern announced the ‘07 All-Star site last year. Goodman, wh ...

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