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Terry Lefton

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

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...

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Tags: Marketing and Sponsorship

More Stories by this Author

09/05/16
SportsBusiness Journal: NFL-themed ads reach new highs

On and off the field, numbers don’t lie. Stats outlining the activation for NFL corporate sponsors this season look healthier than ever. The season kicking off this week will see 26 NFL sponsors backing 50 brands, activating across all media. There will be a new high of 45 national NFL-them ...

Tags: Marketing and Sponsorship

09/05/16
SportsBusiness Journal: NFL-licensed gear forecast to grow

Top Sellers Fanatics.com’s top sellers in the NFL since April 1 Team 1. Denver Broncos 2. Seattle Seahawks 3. Dallas Cowboys 4. New England Patriots 5. Pittsburgh Steelers Player 1. Ezekiel Elliott 2. Odell Beckham Jr. 3. Tom Brady 4. Russell Wilson 5. Cam N ...

Tags: Marketing and Sponsorship

08/29/16
SportsBusiness Journal: Fitness, sports in flux

Editor’s note: This story is updated from the print edition. Walking, running and jogging remain America’s most popular fitness activities, but despite their popularity, all have been in decline over the past three years, according to the Sports & Fitness Industry As ...

Tags: Research and Ratings

08/24/16
SportsBusiness Daily: Panini Launches NFL Effort Around Rookies

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 ...

Tags: Marketing and Sponsorship, Panini

08/24/16
SportsBusiness Daily: Jets Unveiling New Products At MetLife Stadium

The Jets today are showcasing new interactive elements, along with new food and licensed products which will be available at home games this season. During what the team is calling a “Jets Gameday Upfront’’ at MetLife Stadium, team President Neil Glat will officiate, while MetLif ...

08/18/16
SportsBusiness Daily Global: NBA Teams, Emirates Talking Jersey Deals

Multiple NBA teams are in discussions with Emirates airline for sponsorship deals that would include jersey patch advertising, according to sources. While no deals are imminent, sources said that talks with Dubai-based Emirates began after the league in April allowed teams to sell corporate adv ...

Tags: Marketing and Sponsorship, Middle East, North America

08/17/16
SportsBusiness Daily: NBA Teams Talking Jersey Deal With Emirates

Multiple NBA teams are in discussions with Emirates airline for sponsorships deals that would include jersey patch advertising, according to sources. While no deals are imminent, sources said that talks with Dubai-based Emirates began after the league in April allowed teams to sell corporate a ...

Tags: Marketing and Sponsorship, Emirates, NBA

08/11/16
SportsBusiness Daily: Axalta Upgrades Sponsor Deal With Eagles

Fans attending tonight's Eagles preseason opener against the Buccaneers will see new branding on the passage through which the team enters and exits the field, as Axalta Coating Systems has upgraded to a six-year founding partner level sponsorship with the team. The deal includes title sponsorship ...

Tags: Marketing and Sponsorship, Philadelphia Eagles

07/27/16
SportsBusiness Daily Global: IHRA Expands Global Reach Into Australia

The Int'l Hot Rod Association is expanding globally with an agreement to sanction drag-racing events at four of Australia's largest quarter-mile tracks: Perth Motorplex, Sydney Dragway, Willowbank Raceway, located near Brisbane; and the recently opened Springmount Raceway, near Cairns, Queensland. I ...

Tags: Australia, Events and Attractions

07/26/16
SportsBusiness Daily: IHRA Expanding Global Reach Into Australia

IRG Sports + Entertainment Vice Chair & CEO Chris Lencheski said the IHRA will soon open a Sydney office, adding that the Australian expansion will help the IHRA in securing secure a media rights deal.

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