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Terry Lefton

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

Featured Story

Startup water brand uses NFL star power

Published in SportsBusiness Journal on 09 / 01 / 14

While PepsiCo’s Dasani water and Gatorade’s isotonic beverage have NFL marketing rights under the company’s massive league deal, startup bottled water brand Formula Four is hoping the star power of New Orleans Saints coach Sean Payton and other NFL players will help it gain retail...

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Tags: Marketing and Sponsorship

More Stories by this Author

02/10/14
SportsBusiness Journal: NBA tech partners take All-Star lead

Technology partners lead the activation around this week’s NBA All-Star Weekend in New Orleans. SAP is helping fans attending the league’s Jam Session event share their experiences across social media by giving them RFID when they enter the fan fest. First-year NBA sponsor Samsung ...

Tags: Marketing and Sponsorship

01/31/14
SportsBusiness Daily: Temporary NFL Shop Staying Open

The temporary 36,000-square-foot NFL Shop operated by Lids in Macy's flagship Herald Square store will be held over for another week. Lids Marketing VP John DeWaal said this afternoon that the pop-up licensed product emporium will not close until the weekend after Super Bowl. " It's been crazy her ...

01/31/14
SportsBusiness Daily: McLoughlin Talks Super Bowl XLVIII

Seahawks President PETER MCLOUGHLIN spent more than two decades at Anheuser-Busch before leaving to join the NFL franchise in '10. Slightly more than three years later, his team is one win away from a Super Bowl title. McLoughlin sat down with THE DAILY in advance of Sunday's game. Q : You m ...

Tags: Seattle Seahawks, People and Pop Culture

01/29/14
SportsBusiness Daily: New Video Boards Coming To The Linc

As part of a $125M renovation of Lincoln Financial Field, the Eagles have signed a deal under which Panasonic will replace the stadium's electronic signage, including the stadium's two massive end zone video boards, with state-of-the art HD boards totaling more than 9,400 square feet. Panasonic beat ...

Tags: Facilities, Philadelphia Eagles, Panasonic

01/29/14
SportsBusiness Daily: Eagles Sign Panasonic As Stadium Partner

As part of a $125M renovation of Lincoln Financial Field, the Eagles have signed a deal under which Panasonic will replace the stadium's electronic signage, including two massive end zone video boards, with state-of-the-art HD boards totaling over 9,400 square feet. Panasonic beat out Sony and ...

01/28/14
SportsBusiness Daily: Rick White To Become Atlantic League Prez

Former MLB Properties President RICK WHITE has been named President of the Atlantic League, a 16-year-old, eight-member circuit of unaffiliated pro baseball teams with franchises mostly based in the Northeast. White, who worked at MLB’s central offices from '83-'94 and at one point was consi ...

Tags: People and Pop Culture

01/28/14
SportsBusiness Daily: SB Program Sees Higher Circ Base Than '13

Like almost every licensed product for Super Bowl XLVIII, the game program is selling briskly. With a circulation base 25% higher than a year ago and two markets starved for a championship, more copies were shipped in the days after the conference championships than ever. "Denver and Seattle are sh ...

Tags: Marketing and Sponsorship

01/28/14
SportsBusiness Daily: Packers To Open Office At MillerCoors HQs

In what might be termed one of the more unusual benefits of a team sponsorship, the Packers today will announce they are opening a marketing field office in the Milwaukee HQs of MillerCoors, more than 100 miles from the Packers' home of Lambeau Field. Miller has been a Packers sponsor for more than ...

01/27/14
SportsBusiness Journal: Sponsors: Go big or don't go

During Super Bowl week, the marketing world’s attention focuses on the TV ads crafted for the NFL’s championship. After all, the Super Bowl is TV advertising’s biggest and most expensive stage, hitting around $4 million per 30-second spot this year. Consequently, brands spend milli ...

Tags: In-Depth, Super Bowl

01/27/14
SportsBusiness Journal: Bountiful harvest of Super Bowl products

To get an idea of the impact a Super Bowl in and around New York City has on sales of NFL-licensed products, all you have to do is look at the amount of merchandise NFL licensees are bringing to market. “We’ve doubled our [Super Bowl] SKU count and sales have already surpassed last ye ...

Tags: In-Depth, Super Bowl

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