About The Author

Terry Lefton

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

Upcoming Conferences and Events

Featured Story

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...

Read More

Tags: Marketing and Sponsorship

More Stories by this Author

10/10/16
SportsBusiness Journal: Continental finds traction in college basketball

T here’s a buzz of activity on the floor of an otherwise desolate Barclays Center on a recent September afternoon, a week before NBA training camps open. Other than the calendar, two things are telling us it’s not a basketball warmup, ...

Tags: Marketing and Sponsorship

10/10/16
SportsBusiness Journal: Plugged In: Chris Clawson, SFIA

Sports & Fitness Industry Association Chairman and Life Fitness President Chris Clawson is at the center of a rapidly changing industry. Sporting goods retail is shrinking, sports participation is changing and, of course, the internet is changing both sporting goods products and their sales and ...

Tags: People and Pop Culture

10/10/16
SportsBusiness Journal: Mobil 1 gets official status with NBA

ExxonMobil has signed a multiyear sponsorship deal with the NBA, making its Mobil 1 brand of synthetic motor oil the NBA, WNBA and D-League’s official motor oil, motor fuel and lubricant. The deal includes NBA rights in China, where activa ...

Tags: Marketing and Sponsorship

10/05/16
SportsBusiness Daily: ExxonMobil Signs Multiyear Deal With NBA

ExxonMobil has signed a multiyear sponsorship deal with the NBA, making its Mobil 1 brand of synthetic motor oil the NBA, WNBA, and the D-League’s official motor oil, motor fuel and lubricant. The deal includes NBA rights in China, where activation -- including in-arena promos and customer hos ...

Tags: Marketing and Sponsorship, NBA, ExxonMobil

10/03/16
SportsBusiness Journal: The Lefton Report: Clocking in

C AA Sports has won a three-month-long agency shootout to assist Tissot with marketing activation of its NBA rights deal, a major investment by the company approaching its second year. This season, Tissot’s brand will be on the 24-sec ...

Tags: Marketing and Sponsorship

09/26/16
SportsBusiness Journal: The Lefton Report: Shakeout cycle

A fter America’s largest sporting goods chain goes under, when you gather hundreds of sporting goods manufacturers and retailers, the main topic of discussion is obvious. The Sports Authority ’s bankruptcy means 20 million square feet ...

Tags: Marketing and Sponsorship

09/26/16
SportsBusiness Journal: NBA jersey ads not an easy sell

The idea of NBA jersey patches was met with great promise when it was finally approved after years of debate. Nearly six months later, the reality has been more problem than panacea. The NBA authorized a three-year test for teams to sell 2.5-by-2.5-inch advertising patches on jerseys in April. Ev ...

Tags: Marketing and Sponsorship

09/26/16
SportsBusiness Journal: Octagon rebrand: New logo, outlook

IPG’s Octagon sponsorship consulting and talent representation agency has completed a rebrand, yielding both a new logo and a new positioning. “We wanted to tell people that we are in the business of the future,” said Rick Dudley, Octagon Worldwide chairman and CEO. ...

Tags: Marketing and Sponsorship

09/26/16
SportsBusiness Journal: Octagon: What’s new, what’s growing

Since Octagon’s new positioning embraces the future , a room full of their best and brightest gathered at the agency’s Norwalk, Conn., headquarters to discuss what’s next. The group included CEO Rick Dudley; Chief Strategy Officer Simon Wardle; co-consulting heads Derek Aframe an ...

Tags: Marketing and Sponsorship

09/22/16
SportsBusiness Daily: Lady Gaga Set To Headline SB Halftime

Lady Gaga will indeed be the halftime show headliner at Super Bowl LI after reports first popped up last week that she would perform at the game in Houston. Sources said that Gaga will be confirmed by Fox on Sunday during its NFL programming, most likely during its pregame show. Fox will televi ...

Tags: Events and Attractions, NFL, PepsiCo

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug