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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

04/11/16
SportsBusiness Journal: Mets’ big offseason follows winning year

Following their first World Series appearance in 15 years, the New York Mets are opening their 2016 season with a slate of results off the field that are just as impressive. As of last week, full-season and full-season-equivalent ticket sales have doubled, despite a price hike that averaged just ...

Tags: Franchises

04/11/16
SportsBusiness Journal: Big East: Title will draw interest

While the Big East Conference name is 37 years old, the “new” Big East, which acquired that name from what is now the American Athletic Conference, is only 3 years old. “Big East II” was founded in 2013 by non-football schools that broke off from the old Big East, so the p ...

Tags: Colleges

04/11/16
SportsBusiness Journal: For Parkes, time right to end MLB run

Jacqueline Parkes became MLB's CMO in 2008. Photo by: GETTY IMAGES Jacqueline Parkes, departing chief marketing officer for Major League Baseball, said last week she reached a career “inflect ...

Tags: Leagues and Governing Bodies

04/11/16
SportsBusiness Journal: The Lefton Report: College landscape

W e’ve witnessed some years of a roiling college sports landscape that’s included massive conference shifts and defections. At the same time, we’ve seen and noted acquisition and consolidation within the marketing agencies servin ...

Tags: Marketing and Sponsorship

04/06/16
SportsBusiness Daily: Longtime NFL Licensing Exec Leo Kane Leaving

NFL Senior VP/Consumer Products LEO KANE , one of the most powerful figures in sports licensing and one of the league’s most tenured execs, is leaving after approximately 23 years with the league. Kane’s impending departure was made official last week at the close of the NFL's fiscal ye ...

Tags: People and Pop Culture, NFL

04/05/16
SportsBusiness Daily: Villanova Gear Selling Briskly

Fanatics.com reports that as of 2:00pm ET, championship merchandise sales for Villanova’s men’s basketball team had exceeded sales of Duke for the same time period last year and were on track to surpass sales for the entire day after the NCAA final game. Top-selling items are two champio ...

04/04/16
SportsBusiness Journal: Forty Under 40: Dana Rosenberg

Among Forty Under 40 honorees, “electrical engineering degree” is not a frequently seen résumé line. Dana Rosenberg can make that claim — but, by her own admission, “I loved math and science, but I was a horrific EE,” she said. “[At Princeton], I would cross out the profess ...

Tags: Forty Under 40

04/04/16
SportsBusiness Journal: Majestic campaign seeks youthful ties

For the new baseball season, longtime MLB jersey rights holder Majestic is introducing its most aggressive marketing campaign in years behind its Cool Base jersey, which had a record sales increase of more than 50 percent last year. ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: Majestic sale could draw UA, Fanatics

In announcing recently that it would “seek strategic alternatives” for its licensed sports apparel, parent VF Corp. did everything but affix a “For Sale” sign to the front of Majestic Athletic headquarters. While few would comment on the record, the talk across the sports ...

Tags: Marketing and Sponsorship

04/04/16
SportsBusiness Journal: The Lefton Report: Big Papi farewell

D avid “Big Papi” Ortiz ’s final MLB season is being feted by a bevy of brands running both national and New England marketing campaigns. Ortiz, a prominent member of the 2004 team that won the Boston Red Sox’s first World ...

Tags: Marketing and Sponsorship

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