About The Author

Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

06/05/14
SportsBusiness Daily: Lynch To Head Repucom's U.S. Consulting Practice

Former Visa sponsorship chief MICHAEL LYNCH has joined sports and media valuation researcher Repucom to head its U.S. consulting practice. Lynch said the consulting arm was a natural extension of Repucom’s expertise in research, sports media and sponsorship, as the company evolves from a dat ...

Tags: People and Pop Culture

06/04/14
SportsBusiness Daily: NHL Merch Sales Strong Heading Into Final

The Stanley Cup Final begins tonight, but the league’s licensees and retailers are already smiling. As would be expected, “if-win" orders for championship-licensed product heavily favor the Rangers. Still, the league has already seen sales more than double from last year during the playo ...

Tags: Marketing and Sponsorship, NHL

06/02/14
SportsBusiness Journal: Memories of '94 World Cup

Twenty years ago, David Sternberg never imagined he’d build a career around soccer. He knew next to nothing about the sport when he took a temporary job with the 1994 World Cup organizing committee. He just wanted to do some sports-related work before he enrolled in business school at UCLA. ...

Tags: In-Depth

05/29/14
SportsBusiness Daily: Cowboys Ink Memorabilia Deal With Panini

The Cowboys have signed Panini America as their exclusive game-worn memorabilia rights holder. Under the multiyear agreement, the Panini Authentic memorabilia division will sell game-used apparel and equipment, starting with the '14 season. The deal also allows the inclusion of game-worn memorabilia ...

05/29/14
SportsBusiness Daily: ACC Launches New Logo

The ACC is rebranding today with the launch of a new logo. While most fans will not see the new mark until the upcoming college football season, the ACC hopes to have it widely distributed by July 1, the date that Louisville officially joins the co ...

Tags: Colleges, ACC

05/26/14
SportsBusiness Journal: Allstate’s net gain

As Allstate approaches its first decade as a college football fixture, the origin of its field goal nets can finally be revealed. Turns out that some of the most indelible advertising in sports was inspired, when traced back to its origin, by a Wilson tennis racket. It was more than a dozen ye ...

Tags: In-Depth

05/26/14
SportsBusiness Journal: Ads creep closer to playing field

At a recent team partner summit, NBA Commissioner Adam Silver said that uniform ads were “highly likely” in the league. Moments later, an agency head asked Silver to explain how that would work, given the possible conflicts. A uniform ad, for example, could clash with an athlete endorsem ...

Tags: In-Depth

05/22/14
On The Ground: Sports Sponsor of the Year: Pepsi Beverages Co.

Pepsi is the first brand to win Sports Business Award Sponsor of the Year accolades for a second time, having also finished first in 2008. During the judging period, Pepsi reinvested in its core brand with seasonlong NFL marketing efforts, stretching from kickoff to a sponsorship of the Super Bowl h ...

Tags: On The Ground

05/21/14
On The Ground: Best in Property Consulting, Sales and Client Services: CAA Sport ...

CAA Sports won its fifth Sports Business Award, but first in property consulting. Its year of mammoth deals included the latest in a total $650 million of sponsorship contracts sold at the San Francisco 49ers new stadium, and sales agreements with the NCAA and the Los Angeles Dodgers, and the Inte ...

Tags: On The Ground

05/21/14
On The Ground: Best in Talent Representation and Management: Excel Sports Manage ...

After its third nomination, Excel Sports Management took home the honors in the Best in Talent Representation and Management category of the Sports Business Awards for the first time. After a year in which Excel represented 11 NBA draft picks, including seven in the first round, and negotiated a rec ...

Tags: On The Ground

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