About The Author

Terry Lefton

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

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Fanatics, Under Armour Team For MLB's On-Field Jerseys Beginning With '20 Season

Published in SportsBusiness Daily on 10 / 17 / 16

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...

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Tags: Marketing and Sponsorship, Under Armour, MLB

More Stories by this Author

SportsBusiness Journal: ASG a local hero, but profile slips

A giant flag and a military flyover were part of the All-Star Game pregame at Petco Park. Photo by: GETTY IMAGES Perhaps more than ...

Tags: Events and Attractions

SportsBusiness Journal: A-B pours it on with NFL team logo cans

After seeing dramatic sales increases last season in markets where it sold Bud Light in team-logoed cans, Anheuser-Busch is doubling down on its exclusive NFL rights. League marks will be the centerpiece of the brewer’s national marketing campaign and packaging this season. It will feature ...

Tags: Marketing and Sponsorship

SportsBusiness Daily: Record Sales At ASG FanFest Shop

The MLB All-Star Game produced record sales at the 35,000-square-foot merchandise shop within MLB FanFest at the San Diego Convention Center. The MLB.com Shop presented by MasterCard broke previous sales records from the '07 FanFest shop in S.F. an ...

SportsBusiness Daily: MLB Breaking World Baseball Classic Ads

The day before its All-Star Game, MLB is breaking a marketing campaign behind next year's World Baseball Classic. Spots running during tonight's Home Run Derby on ESPN and tomorrow's All-Star Game on Fox will be in English and Spanish, and they also will be available on digital and social ...

SportsBusiness Daily: New Era Opening Store At L.A. Live

New Era is opening a branded store at L.A. Live under a founding sponsorship agreement it has signed with AEG. The 3,160-square-foot New Era D-Lab store is scheduled to open in the Staples Center on Dec. 1, and it will include a variety of customization options for customers. Under the deal, N ...

SportsBusiness Journal: Company Watch: Outerstuff

Founder/CEO Sol Werdiger and executive vice president Stephen Werdiger operate Outerstuff from the Garment District. Photos by: TERRY LEFTON / STAFF (2) ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: The Lefton Report: Premier activation

A n agency of record assignment and a three-year contract to plan and execute global marketing activation for the English Premier League will be decided soon, as an agency beauty contest for the world’s top soccer league is in the final roun ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: ‘Something different’ in SNY campaign

Finger puppets are the headliners in SportsNet New York’s new ad campaign, breaking later this month. The New York RSN has won local Emmys for its TV commercials five times in the past seven years. Islanders, Rangers puppets ...

Tags: Marketing and Sponsorship

SportsBusiness Daily: MLB Licensees Prep For All-Star Game Festivities

MLB licensees preparing for All-Star Game festivities in San Diego report brisk sales of top shelf-items, including Majestic's Home Run Derby jersey and New Era caps. MLB Senior VP/Consumer Products Steve Armus said those licensees sold out of their initial shipments early and have been chasing incr ...

Tags: Marketing and Sponsorship, MLB

SportsBusiness Daily: Sponsors Activate Around MLB ASG Week

T-Mobile is using its sponsorship of Monday’s MLB Home Run Derby to build retail traffic and push sales of Samsung’s virtual reality hardware. T-Mobile beginning tomorrow is offering a VR version of the contest featuring White Sox 3B Todd Frazier, winner of last year’s Derby, on Sa ...

Tags: Marketing and Sponsorship, T Mobile, MLB, Anheuser Busch, PepsiCo, MasterCard

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