About The Author

Terry Lefton

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

Featured Story

Dr. Scholl’s uses NBA partnership to tout foot-care products, hopes to stroll into more stores

Published in SportsBusiness Journal on 05 / 04 / 15

While many brands have long used the power of the NBA to market sneakers, Bayer’s Dr. Scholl’s is linking up with the league to tout a decidedly different sort of footwear. Dr. Scholl’s signed a three-year deal to become an NBA promotional partner and will use league marks and d...

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Tags: Marketing and Sponsorship

More Stories by this Author

01/12/15
SportsBusiness Journal: Next merch call for NFL: Super Bowl 50

Having awarded merchandising rights to 2017’s Super Bowl LI in Houston, the NFL is now in the process of awarding stadium and hotel merchandising rights for Super Bowl 50 in Santa Clara, Calif., next February. Licensing industry sources said an RFP for merchandising rights around Super Bowl ...

Tags: NFL, Super Bowl, ING, CES, GE, Aramark

01/08/15
SportsBusiness Daily: Panini To Tackle College Trading-Card Market

Panini now has rights to legendary players in their college uniforms With the CFP National Championship just days away, Panini America is taking the wraps off a new venture aimed at the college tradi ...

Tags: Marketing and Sponsorship, Panini

01/08/15
SportsBusiness Daily: Sponsors Line Up For "Rivalry On Ice"

Turkish Air Lines, Celebrity Cruise Lines, Cross Pens, the Wall Street Journal and the Mead Brown Costa Rican resort are in as sponsors for the second annual "Rivalry on Ice" college hockey game Saturday, which pits Harvard against Yale at MSG and will be televised on NBCSN. Sponsors get dasherboard ...

Tags: Marketing and Sponsorship

01/06/15
SportsBusiness Daily: 76ers Sign Deal With StubHub

The 76ers have signed a five-year sponsorship deal with StubHub, a significant move since the league and most of its teams are aligned with Ticketmaster. 76ers CEO Scott O'Neil said the deal is at the top "Patriot Partner" sponsorship level, which includes radio, digital, courtside and LED signage ...

01/05/15
SportsBusiness Journal: IMG wins Visa shootout

IMG Consulting has triumphed in one of the largest and most scrutinized agency shootouts of 2014, winning a review to handle Visa’s sports marketing activities consolidated across its biggest properties. Those larger properties include Visa’s Olympic TOP sponsorship, the FIFA World Cu ...

Tags: Marketing and Sponsorship

01/05/15
SportsBusiness Journal: The Lefton Report: Team Epic prevails

W hile the NASCAR season won’t start until February at Daytona International Speedway, we’ve got an early winner. Team Epic has triumphed in an agency shootout that lasted about three months to handle activation of Sunoco ’s 1 ...

Tags: Marketing and Sponsorship

01/05/15
SportsBusiness Journal: CFP licensees hope for sales boost

While many are expecting NFL-like television ratings for the College Football Playoff, those on the licensing side are a bit more cautious. “We’re certainly anticipating higher [total] sales than last year’s BCS championship game, but because this is a blank sheet, it’s di ...

Tags: Colleges

01/05/15
SportsBusiness Journal: ESPN eyes getting into daily games

You can’t watch or listen to ESPN without being bombarded by ads for daily fantasy sites like DraftKings and FanDuel. Now, the all-sports media company is looking hard at leveraging the power of its own brand in the lucrative daily fantasy business that offers hundreds of millions of dollars i ...

Tags: Media

12/23/14
SportsBusiness Daily: IMG Consulting Wins Visa Business

IMG Consulting has triumphed in one of the largest and most-scrutinized agency shootouts of '14, winning a review to handle Visa’s sports marketing activities consolidated across its biggest properties. Those larger properties include Visa's IOC TOP sponsorship, the FIFA World Cup and NFL righ ...

Tags: Marketing and Sponsorship, Visa, IMG

12/23/14
SportsBusiness Daily: IMG Consulting Adds Visa Account

IMG Consulting has triumphed in one of the largest and most-scrutinized agency shootouts of '14, winning a review to handle Visa’s sports marketing activities consolidated across its biggest properties. Those larger properties include Visa's IOC TOP sponsorship, the FIFA World Cup and NFL righ ...

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