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Terry Lefton

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

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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

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X2 to sponsor Ironman series

Sports supplement producer X 2 Performance is flexing its marketing muscles for the first time, securing a sponsorship of the Ironman U.S. triathlon series and two individual events. The startup brand will be presenting sponsor of the May 4 Ironman event in St. George, Utah, and the Aug. 4 race ...

Tags: Marketing and Sponsorship

USA Today group hits marks

In a little more than a year, USA Today Sports Media Group says it’s achieving the reach, relevance and ad dollars envisioned at startup in late 2011. Through acquisition of sites like The Big Lead, and with accelerated traffic from last summer’s Olympic Games, USA Today Sports reache ...

Tags: Media

Champions: Donald Dell

I f not for an assassin’s bullet, pro tennis and sports marketing pioneer Donald Dell might have been a politician instead of a member of the tennis hall of fame. Photo: JOANNE LAWTON An ...

Tags: Champions

NFL Experience will bow out to Broadway

For the first time in two decades, there will not be an NFL Experience during Super Bowl XLVIII next year in New York/New Jersey, as organizers could not find a space suitable to hold the huge festival that allows sponsors to interact with fans. “There won’t be an NFL Experience,&rdqu ...

Tags: Events and Attractions

NFL makes cold-weather plans for NY

With more questions than answers surrounding the Super Bowl being played outdoors in a cold-weather climate next February, one thing is for certain: The NFL will have an extensive contingency plan in place to account for bad weather. The league is considering various options that include the pos ...

Tags: Leagues and Governing Bodies

Fanatics tries on licensee role

NFL licensing partners are stepping up their game for the Super Bowl. Established boundaries are crossed when a licensee becomes a retailer, or vice versa. For the first time, Fanatics.com, which administers e-commerce for nearly every sports pr ...

Tags: Events and Attractions, Super Bowl

Where’s the party in NOLA?

New Orleans may be a town famous for all-day carousing, but the Super Bowl party scene will have some noticeable absences this week. The NFL Commissioner’s Party, which started as a media gathering at the first Super Bowl and eventually ga ...

Tags: Events and Attractions, Super Bowl

Another shot for And1

Street basketball brand And1 is being relaunched by one of its original apparel licensees, which hopes to restore the reputation the brand once held as the definitive grassroots basketball trademark. New York-based High Life Apparel, which owns a stable of sports apparel brands, purchased And1 l ...

Tags: Marketing and Sponsorship

It's crunch time for sponsor activation

Activation plans for the NFL’s roster of corporate partners are nearing completion as the final day of the season approaches in New Orleans. NFL official brewer Anheuser-Busch will continue to be a top advertiser, running 4 1/2 minutes wor ...

Tags: Events and Attractions, Super Bowl

Restarting 'Starter jacket'

Starter’s satin jacket, which fueled the original licensed sports apparel boom of the 1980s, is being relaunched with the Super Bowl as a backdrop and licenses from the NFL, NBA and NCAA. Former New York Giants linebacker Carl Banks’ G-III Apparel Group is bringing back Starter’ ...

Tags: Marketing and Sponsorship

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