About The Author

Terry Lefton

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

Featured Story

Dodgers asking $12 million a year for naming rights to field

Published in SportsBusiness Journal on 07 / 17 / 17

C ommercialism has seeped into MLB’s historical ballparks with signage amid the ivy at Wrigley Field and ads splashed across the Green Monster at Fenway Park. Now, America’s third-oldest MLB venue is looking to defy MLB’s lega...

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Tags: Marketing and Sponsorship

More Stories by this Author

02/01/17
SportsBusiness Daily: Steiner Sports Signs Deal With Basketball HOF

The Basketball HOF has retained Steiner Sports as its first licensing agency of record. The HOF currently has a relatively small licensing program, with product available on site and online. Panini and Spalding are among the HOF's biggest licensees. Steiner will also assist in selling marketing and ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Daily: ESPN Signs Deal With IHRA Drag Racing

After losing the NHRA to Fox last year, ESPN signed a four-year revenue-sharing deal with a smaller drag racing outfit, the Int'l Hot Rod Association. The deal will put IHRA races and shoulder programming on ESPN’s digital platform, ESPN3, though IHRA execs say they hope some programming migra ...

Tags: Media, ESPN

01/30/17
SportsBusiness Journal: Aramark and New Era set the bar higher

Assisted by the hype around Super Bowl 50, Aramark set a merchandise sales record at last year’s NFL Experience flagship store. Can that ever be topped? “With the right teams, maybe,” said Carl Mittleman, Aramark president of sports and entertainment. “We may not set finan ...

Tags: Super Bowl

01/30/17
SportsBusiness Journal: Top Super Bowl 50? Brands ready to try

Editor’s note: This story is revised from the print edition. NFL corporate sponsors are completing activation plans in Houston for Super Bowl LI. After last year’s blowout for Super Bowl 50, there was “initially a feeling of ‘How can we top this?’” said ...

Tags: Super Bowl

01/30/17
SportsBusiness Journal: Lefton Report: Time will tell

T he winds of change buffeted the recent Sports Licensing Show so forcefully that just months after the Chicago Cubs World Series title yielded record sales, the most basic questions about the structure and dynamics of the business were a paramoun ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Journal: Lexus and MSG keep deal rolling

Toyota’s Lexus luxury brand has renewed its Madison Square Garden corporate sponsorship, adding arena displays and rights to Radio City Music Hall to a broad package that already included MSG along with the Knicks, Rangers, Liberty and MSG TV. Lexus has been an MSG sponsor since 2012, enter ...

Tags: Marketing and Sponsorship

01/30/17
SportsBusiness Journal: Super expensive: Do parties meet ROI test?

Staging or sponsoring a Super Bowl party is a rite of passage for many brands, akin to buying a Super Bowl ad, because it means they’ve arrived.

Tags: Super Bowl

01/26/17
SportsBusiness Daily: NBA Signs Multiyear Deal With Jack Daniel's

The NBA has signed a league-wide sponsorship deal with Brown-Forman’s Jack Daniel's brand. Activation will begin at next month's All-Star Game in New Orleans. The multiyear deal with Jack Daniel's replaces Diageo as the league’s spirits sponsor. Financial terms were not disclosed. This i ...

Tags: Marketing and Sponsorship, NBA

01/23/17
SportsBusiness Journal: Trophy moment

Behold, pro sports’ most famous trophy. That’s the Los Angeles Kings’ Dustin Brown doing the honors in 2014. Photo by: GETTY IMAGES Surely, there are Pro Footbal ...

Tags: NHL at 100

01/20/17
SportsBusiness Daily: Falcons, Pats Sponsors Make Final Activation Push

Sponsors of the Falcons and Patriots are making their last pushes this weekend before the teams host the NFC and AFC Championship games, respectively. In what will be the Falcons' last game after 25 years at the Georgia Dome, the Falcons' four presenting playoff sponsors -- American Family Insurance ...

Tags: Marketing and Sponsorship, Atlanta Falcons, New England Patriots

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