About The Author

Terry Lefton

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

Featured Story

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

07/15/13
A story worth a million

Hollywood producer Mark Ciardi’s credits include inspirational sports films such as “Miracle,” “Invincible” and “The Rookie.’’ Ciardi’s career as a pitcher plateaued after four appearances with the Milwaukee Brewers in 1987, so he’s familia ...

Tags: In-Depth

07/15/13
New Era, Yankees sign marketing deal

MLB on-field headwear rights holder New Era has gone deep with the league’s top-selling team, quietly signing an eight-year marketing agreement with the New York Yankees. One well-placed MLB source pegged the deal’s value at $20 million over the term and said it includes a host of ma ...

Tags: Marketing and Sponsorship

07/01/13
Former NHL executive Horne joins IMG

IMG has hired former NHL Enterprises President Ed Horne to the new position of senior vice president of the Americas in its corporate consulting division. Horne Horne, a past SportsBusiness Journal ...

Tags: Marketing and Sponsorship

07/01/13
MLB sponsors go big at All-Star Game

Chevrolet and new MLB partner T-Mobile will be the most aggressive sponsor activators around the four days of MLB All-Star Game activities in New York City. Festivities begin July 13 with the All-Star 5K & Fun Run in Brooklyn’s Prospect Park, for which MLB is hoping for 10,000 runners. ...

Tags: Events and Attractions

06/17/13
ESPN near deal to keep Little League

ESPN is closing in on an eight-year extension with Little League Baseball that will continue a 50-year relationship that the youth sports organization began with ABC in 1963. The deal is not complete, but both sides have reached broad agreement on most terms that will see ESPN pick up all TV and ...

Tags: Media

06/17/13
USAA signs deal with RGIII

USAA, the insurance brand that serves military members and their families, has signed Washington Redskins quarterback Robert Griffin III to an endorsement deal. Griffin, whose parents were in the Army, is the first active NFL player signed by USAA, which is in its third year of a four-year NFL l ...

Tags: Marketing and Sponsorship

06/17/13
Fighting Irish fragrance? Makes scents

Putting a new twist to “Irish spring,” the Cloudbreak Group, New York, will roll out a Notre Dame-licensed fragrance for the next college football season. The firm, which made the New York Yankees scent a $10 million-plus retail brand since it was introduced last spring, will introduce t ...

Tags: Colleges

06/10/13
Networks cry foul at NFL-Verizon deal

NFL executives received an earful from their TV partners when the league informed them of the plan to sell Verizon the rights to stream all NFL games to their mobile phone users starting in 2014. Agitated media partners pushed them on how the league was further diluting the most popular programmi ...

Tags: Media

06/03/13
Knapple takes Van Wagner helm

A shake-up at Van Wagner Sports & Entertainment has resulted in the departure of Cliff Kaplan and the promotion of Jeff Knapple to president and CEO of the New York-based rotational sign, sales representation, venue services and corporate consulting company. In a written statement last week, ...

Tags: Marketing and Sponsorship

05/27/13
Collinsworth endorses financial firm

NFL TV analyst Cris Collinsworth has signed a rare endorsement deal, under which he will become the face of Western & Southern Financial Group later this year, as the 125-year-old financial services giant mounts a national ad campaign for the first time. ...

Tags: Leagues and Governing Bodies

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