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Terry Lefton

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

Featured Story

Panini Launches Campaign Around NFL Rookies, Including Top Picks Goff, Wentz

Published in SportsBusiness Daily on 08 / 24 / 16

With the NFL regular season just over two weeks away, Panini is launching a marketing campaign to back its new exclusive trading-card license with the league. The ads, shot during the NFLPA Rookie Premiere at the L.A. Coliseum by agency Conscious Minds, focus on the top rookies’ preparatio...

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Tags: Marketing and Sponsorship, Panini

More Stories by this Author

05/09/16
SportsBusiness Journal: Creating WNBA's look

Given the NBA’s obsession with planning and detail, creating the most fundamental parts of the WNBA, including logos, uniforms and even team names, came quickly, if not easily. The initial eight teams — the Los Angeles Sparks, New York Liberty, Charlotte Sting, Cleveland Rockers, Hous ...

Tags: Leagues and Governing Bodies

05/09/16
SportsBusiness Journal: Two decades of the W

A few hours before the WNBA’s tipoff on June 21, 1997, then-WNBA President Val Ackerman and former NBA Chief Marketing Officer Rick Welts ran into Jerry Buss, the owner of the NBA Lakers and WNBA Sparks. The scene was the Forum Club at the Great Western Forum, where both Hollywood gl ...

Tags: Leagues and Governing Bodies

05/09/16
SportsBusiness Journal: Tourney is Pepsi’s first event with NBA

Call it Hoop-It-Up for millennials. An NBA three-on-three basketball tour underwritten by Pepsi as part of its new NBA official sponsorship tips off later this month. The Mountain Dew title-sponsored three-on-three hoops tour is reminiscent o ...

Tags: Marketing and Sponsorship

05/02/16
SportsBusiness Journal: The Lefton Report: Barça inks Van Wagner

V an Wagner Sports & Entertainment has won an agency shootout to sell naming rights for FC Barcelona’s refurbished Camp Nou stadium in what’s likely to be the world’s largest naming-rights deal. Since Barça is one of ...

Tags: Marketing and Sponsorship

04/25/16
SportsBusiness Journal: Will jersey ads bring big bucks?

The most talked about piece of sponsorship inventory to hit the NBA in years is smaller than a standard Post-it note. But as teams hit the market ready to cash-in on this new, long-awaited asset, the case of whether size matters becomes tricky, as the value and impact of the forthcoming 2.5-by-2. ...

Tags: Leagues and Governing Bodies

04/25/16
SportsBusiness Journal: Yogi Berra deal: Deja vu all over again

Although Yogi Berra died in September, sports memorabilia executive Brandon Steiner is convinced it’s not over even when it’s over, at least as far as the 13-time World Series champion’s commercial appeal. Steine ...

Tags: Marketing and Sponsorship

04/25/16
SportsBusiness Journal: Sponsors boost activation at Draft Town

The NFL is estimating more than 200,000 fans will move through its Draft Town in and around Grant Park this week as Chicago hosts the NFL draft for the second straight season, and the league’s business partners are finalizing their activation playbooks. Tracie Rodburg, NFL vice president of ...

Tags: Marketing and Sponsorship, Events and Attractions

04/25/16
SportsBusiness Journal: Next league for jersey ads?

With the NBA crossing the Rubicon by selling ad space on jerseys, the obvious question that follows is, Who will be next among the big stick-and-ball leagues? Certainly we know who’s not at the head of the line as far as selling ads on uniforms. “That’s NOT something that&rs ...

Tags: Leagues and Governing Bodies

04/18/16
SportsBusiness Journal: The Lefton Report: Colorful catchers

F inding a blank canvas on a field where pro sports are played is about as easy as finding someone with no opinion on Donald Trump’s candidacy. However, when the independent Atlantic League opens its baseball season April 21, that’s wh ...

Tags: Marketing and Sponsorship

04/11/16
SportsBusiness Journal: Building a culture

After six years as a former minority owner of the then New Jersey Nets and now approaching his third year as Florida Panthers owner, Vincent Viola insists that he knows only as much about sports as any “super fan.” But ask him about the lessons of team ownership and he answers with the t ...

Tags: In-Depth, World Congress of Sports

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