About The Author

Terry Lefton

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

Featured Story

ZipBlimp out to prove that it’s not just a bunch of hot air

Published in SportsBusiness Journal on 01 / 15 / 18

L ike many, Chris Beauchamp ’s quest for “new and improved” began when he realized that what he thought was state-of-the-art was actually archaic. At an Orlando Magic game a few years back, Beauchamp watched as the obligatory m...

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Tags: Marketing and Sponsorship

More Stories by this Author

SportsBusiness Daily: Brees' Foundation To Endorse Carnival

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 ...

Tags: Marketing and Sponsorship, Carnival

SportsBusiness Daily: Suns To Employ Reverse-Auction App This Season

The Suns this season will be the first team to employ Dropit, a reverse-auction app designed to increase fan engagement at venues. Fans downloading the app -- which will be encouraged by messages on Suns' social media feeds, ads on the Suns' home page and a pregame LED takeover inside Talking Stick ...

Tags: NBA Season Preview, Phoenix Suns

SportsBusiness Daily: SFF: Big Data Continues To Shape The Future

IBM VP/Competitive & Big Data Analytics Teams Paul Zikopoulos painted a picture for the '17 AXS Sports Facilities & Franchises conference of a future filled with “mass one-to-one marketing” -- all powered by AI, big data and analytics. Zikopoulos fronted a presentation titled&nbs ...

Tags: Events and Attractions

SportsBusiness Journal: Deal provided interesting sponsor twists

With as peculiar an original naming-rights deal as Monumental Sports inherited, naturally there were some odd twists along the way. Verizon bought what was left of a bankrupt MCI, which held the arena’s original rights, for $6.7 billion in 2005. Shortly thereafter, Monumental senior executi ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: D.C. arena: From ridiculous to sublime

Capital One took over naming rights of the former Verizon Center in August for a reported $10 million annually over 10 years. GETTY IMAGES From embarrassing to jaw-dropping, the Capital One Arena&rsq ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Lagardère Plus creates umbrella brand

Looking to put a consistent brand personality on what’s been a disparate set of consulting offerings around the world, Lagardère is consolidating them under a new Lagardère Plus brand. Additionally, Lagardère has acqui ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Lefton: Digital media has to grow up

T he tone at the recent ANA conference was decidedly mixed. CMOs from America’s top brands concurred that something was broken, but there wasn’t the same unanimity on what it was or how to fix it. For a conference with growt ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: League renews with Kia, AmEx

With the NBA season starting this week, the league has renewed many of its pending sponsorships. Back in the fold are longtime NBA sponsors Kia and American Express, Gatorade, autotrader.com, Kaiser Permanente and SAP. Taco Bell has not yet renewed, but a league spokeswoman said those negotiations a ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Patch deals average $9.3M annually

The Lakers signed e-commerce site Wish while the Kings went with Blue Diamond almonds. Photo by: GETTY IMAGES The NBA breaks new ground this season by putting advertising on game jerseys, with more ...

Tags: In-Depth, NBA Season Preview

SportsBusiness Journal: Nike only part of NBA licensing

This season teams are allowed to have as many as five jersey looks. Courtesy of: NIKE While Nike’s new eight-year on-court apparel deal is the biggest news among NBA licensees, it’s not ...

Tags: Marketing and Sponsorship

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