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Terry Lefton

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

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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

10/24/16
SportsBusiness Journal: BDA gets into NBA game

For years, Bensussen Deutsch & Associates took shots from beyond the three-point line at the NBA. While the Seattle-based premium powerhouse signed deals with others over the past decade or so, the NBA was adamant about running its own premium business, even as BDA affiliated with some of the bi ...

Tags: In-Depth, NBA Season Preview

10/24/16
SportsBusiness Journal: Licensees prep for campaigns

Since it’s the last of 11 seasons for Adidas as the NBA’s uniform rights holder, as the season starts, there’s not much news for on-court licensees. For marketers of other apparel, it’s another story. New Era has not yet convinced the league that its familiar 59Fifty fi ...

Tags: In-Depth, NBA Season Preview

10/24/16
SportsBusiness Journal: Fanatics-UA to field MLB jerseys in 2020

In what would mark a significant shake-up in Major League Baseball’s licensing business, Fanatics and Under Armour have completed a deal that will see them team-produce Under Armour-branded on-field jerseys starting with the 2020 baseball season. The deal would mean the end of MLB’s l ...

Tags: MLB, Baseball, ING, Under Armour, Nike, Majestic Athletic, New Era, GE, Ugg, CES, Media, Target, Super Bowl, NFL, NBA, NHL, NASCAR, PGA Tour, Ally, Adidas, Reebok, Los Angeles Dodgers, Washington Nationals, San Francisco Giants

10/24/16
SportsBusiness Journal: The Lefton Report: NBA sponsors tip off

Editor's note: This story is revised from the print edition.   A s the 2016-17 NBA season debuts this week, one of the league’s sponsors has recently renewed its deal, while others are close to renewals. Kumho Tire , a sponsor ...

Tags: Marketing and Sponsorship

10/17/16
SportsBusiness Daily: Fanatics, UA Team For MLB Jerseys Starting In '20

In what would mark a significant shake up in MLB’s licensing business, Fanatics and Under Armour have quietly completed a deal that will see them team to produce UA-branded on-field jerseys starting with the '20 season. The deal would mean the end of MLB’s longtime licensing relationship ...

Tags: Marketing and Sponsorship, Under Armour, MLB

10/17/16
SportsBusiness Journal: The Lefton Report: A-B raises a Khan

B y now, we’re used to Dallas Cowboys owner Jerry Jones appearing in TV ads. Over the years, he’s performed in front of the camera for Pepsi , New Era , Apex , ESPN “Monday Night Football,” NFL Network , Verizon Wi ...

Tags: Marketing and Sponsorship

10/17/16
SportsBusiness Journal: The value of recycled naming rights

The Denver Broncos have been meeting with the industry’s biggest sales agencies about the assignment of selling naming rights to the stadium of the Super Bowl champion. But as the talks take place, and with more venues looking to add a second or in some cases third naming-rights partner, a ...

Tags: Marketing and Sponsorship

10/17/16
SportsBusiness Journal: Leaving a lasting impression

M ost sponsors of the New England Patriots weren’t happy about Deflategate. The controversy raged over 18 months, tarnishing the championship brand, for which Pats corporate patrons were paying top dollar. Still, one of the Pats’ newer corporate sponsors found unexpected value in th ...

Tags: In-Depth

10/17/16
SportsBusiness Journal: Fanatics hires ticketing vet Gahagan

Fanatics has hired a veteran ticketing executive as its first chief commercial officer. Cole Gahagan, formerly Ticketmaster’s chief revenue officer, will head what Fanatics is calling a new and unnamed division focusing on growth across retail channels and in the company’s many pro a ...

Tags: People and Pop Culture

10/10/16
SportsBusiness Journal: Blue Diamond lands on Kings’ jersey

The Sacramento Kings are now the second NBA team to sell advertising on game jerseys, with locally based Blue Diamond Growers signing on. Team and company executives declined to comment on the value of the three-year deal, but a source familiar with the agreement said Sacramento-based Blue Diamon ...

Tags: Marketing and Sponsorship

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