About The Author

Terry Lefton

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

Featured Story

Rebrand conveys MLS’s confidence

Published in SportsBusiness Journal on 09 / 22 / 14

Seeking inspiration during a rebranding process that lasted more than a year, Major League Soccer marketers found it in the stands before a July 2013 Gold Cup game in Portland. Before a match in which the U.S. team beat Belize 6-1, some of the most ardent supporters of the U.S. national team erec...

Read More

Tags: Leagues and Governing Bodies

More Stories by this Author

SportsBusiness Daily: Kobe, Luck In New Panini WC Sticker Campaign

Lakers G Kobe Bryant and Colts QB Andrew Luck reveal their soccer affinity in a series of viral videos from Panini America backing its FIFA World Cup sticker collection. The spots are dubbed "Who Do You Collect?" and were developed with agency Conscious-Minds, Pasadena, and shot at StubHub Cent ...

Tags: Marketing and Sponsorship, Panini

SportsBusiness Journal: Stanley Cup will be everywhere

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 ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Castrol renews deals with NFL, Peterson

BP’s Castrol motor oil brand has renewed its NFL corporate sponsorship and also its agreement with Minnesota Vikings running back Adrian Peterson, the brand’s top NFL endorser. Castrol, an NFL sponsor since 2011, renewed for an additional three years. ...

Tags: Marketing and Sponsorship

SportsBusiness Daily: Dante Exum Signs Deal With Panini

Consensus NBA lottery pick Dante Exum has signed an exclusive trading-card deal with Panini, the NBA's sole trading-card licensee. The 18-year-old Exum, a member of the Australian national team, will be featured on packaging, participate in social media and marketing initiatives and sign memorabilia ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Category making some noise

Large sports properties have cashed in for years from the ultra-competitive battle for market share in the soft drink, athletic footwear and fast-food markets. Well, get ready for the headphone wars. On top of Bose recently signing a four-year deal with the NFL that grants it sideline rights in ...

Tags: Marketing and Sponsorship

SportsBusiness Journal: Still tasty after 23 years

Amid the abundance of corporate parties at every Super Bowl, the annual Taste of the NFL benefit is like a safe harbor in a hurricane. Set against the backdrop of commercial excess, and Super Bowl-eve fetes from Playboy, Maxim and others not necessarily renowned for philanthropy, the “Party Wi ...

Tags: In-Depth

SportsBusiness Daily: Teddy Bridgewater Inks Deal With Panini

Projected first-round NFL Draft pick Teddy Bridgewater has signed a deal with Panini, which will sell autographed versions of his trading cards. Bridgewater’s first card will be in the '14 Score product, which will  be available in June for $1.99 per pack or $48 a box. Bridgewater also ...

SportsBusiness Journal: Samsung latest deal for Ortiz

In addition to a new playing contract, David Ortiz continues to collect endorsements to go with the World Series MVP award he won last year while leading the Boston Red Sox to their third MLB title in 10 years. Ortiz’s latest deal is with Samsung, which is starting to look hard at a variety ...

Tags: Marketing and Sponsorship

SportsBusiness Daily: Church & Dwight Signs Three-Year Deal With MLB

Packaged-goods marketer Church & Dwight has signed a three-year deal as MLB's newest corporate sponsor. C&D, which gets rights across the laundry, pet care and oral care categories, will use its MLB rights principally to market its various Arm & Hammer and OxiClean laundry products. New ...

Tags: Marketing and Sponsorship, MLB, Church and Dwight

SportsBusiness Daily: Church & Dwight To Sponsor MLB

Packaged-goods marketer Church & Dwight has signed on as MLB's newest corporate sponsor, in what sources said is a three-year deal. The league is expected to make an official announcement tomorrow. Church & Dwight will use its MLB rights to market its various Arm & Hammer products, along ...

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug