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Terry Lefton

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

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Stanley Cup will be everywhere, including doughnuts

04 / 14 / 14

The Stanley Cup playoffs begin this week, and activation plans from the league’s corporate sponsors range from a variety of new hockey-themed TV ads to a Stanley Cup-branded doughnut at the 3,200 Tim Hortons restaurants in Canada. In the ...

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Tags: Marketing and Sponsorship

More Stories by this Author

01/27/14
Sponsors: Go big or don't go

During Super Bowl week, the marketing world’s attention focuses on the TV ads crafted for the NFL’s championship. After all, the Super Bowl is TV advertising’s biggest and most expensive stage, hitting around $4 million per 30-second spot this year. Consequently, brands spend milli ...

Tags: In-Depth, Super Bowl

01/27/14
Bountiful harvest of Super Bowl products

To get an idea of the impact a Super Bowl in and around New York City has on sales of NFL-licensed products, all you have to do is look at the amount of merchandise NFL licensees are bringing to market. “We’ve doubled our [Super Bowl] SKU count and sales have already surpassed last ye ...

Tags: In-Depth, Super Bowl

01/20/14
Under Armour goes big in Grand Central

NFL licensee Under Armour is embarking on its most ambitious Super Bowl marketing effort to date, mounting a 12,000-square-foot “immersive brand experience” within New York’s Grand Central Terminal Thursday to Sunday of Super Bowl week. Grand Central Terminal management conten ...

Tags: Super Bowl

01/13/14
Harman plugs into Super Bowl

Harman Corp.’s stable of audio brands, which include JBL, Harman/Kardon and Infinity, are using Super Bowl XLVIII as a way to further push into music and entertainment marketing. With so many consumer brands adding layers of music and entertainment to their sports portfolios, new Harman CM ...

Tags: Super Bowl

01/13/14
Licensing show starts this week

The Sports Licensing and Tailgate Show, the industry’s sole remaining licensing exhibition, opens this week in Las Vegas with 50 new exhibitors out of about 350 total, which will be spread over 64,000 square feet in the Las Vegas Convention Center Thursday through Saturday. Emerald Expositi ...

Tags: Marketing and Sponsorship

01/13/14
If seats are tough, rooms aren't

Call it the NFL’s law of lodging: A hotel in the Super Bowl city is always tougher to find than a game ticket. It’s simple supply and demand. There are always more tickets than hotel rooms. Not so this year. With the Super Bowl being played in New Jersey, a mere dozen miles from ...

Tags: Super Bowl

01/13/14
Legends get Super Bowl launch

The NFL Alumni group of former NFL players, coaches and executives is using this month’s Super Bowl lead-up to launch a Pro Football Legends marketing platform. The move comes as the group, which boasts 29 chapters and 4,000 members, moves beyond its longtime “Caring for Kids” caus ...

Tags: Marketing and Sponsorship

01/13/14
Parties: Getting to 'wow'

For anyone involved in planning events and hospitality around Super Bowl XLVIII, it’s already been a long and arduous journey. DirecTV’s private Saturday night party, which usually has a guest list of around 6,000, takes a year of planning. Holding it in New York City required even mo ...

Tags: Super Bowl

12/16/13
DePaoli, Mets work for the weekend

The new head of business for the New York Mets thinks his fans want more weekend fun. Accordingly, a promotional calendar built around Friday, Saturday and Sunday games is one of the hallmarks of the new way Lou DePaoli, the Mets’ executive vice president and chief revenue officer, is marke ...

Tags: Franchises

12/02/13
In MLB's licensing spotlight

After a fiscal year in which licensed sales were flat, MLB is looking to niche areas for growth. MLB consumer products chief Howard Smith said sales of Red Sox championship gear were comparable to the team’s last championship in 2007, getting the fiscal year off to a nice start. ...

Tags: Marketing and Sponsorship

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