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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

More Stories by this Author

12/10/12
WMG grows in Canada

Wasserman Media Group has expanded both its consulting business and its Canadian presence with the acquisition of Catalyst Sponsorship Consulting, a Toronto firm with golf expertise and relationships with large Canadian companies, including Royal Bank of Canada. Catalyst is an 18-person firm star ...

Tags: Marketing and Sponsorship

12/03/12
Revenue up 40 percent at Front Row

With NHL games canceled through mid-December, NHL revenue is absent at Philadelphia Flyers parent company Comcast-Spectacor. However, a year after installing new leadership at its Front Row Marketing sales, analytics and corporate consulting unit, things are going swimmingly. ...

Tags: Marketing and Sponsorship

11/26/12
NHL licensees circle wagons

The NHL’s consumer products business will have to be rebuilt after this year’s lockout. Even if a deal is reached immediately, licensees would still miss the vast majority of holiday sales and then be faced with the daunting task of having to reclaim shelf space at retail in January a ...

Tags: Leagues and Governing Bodies

11/26/12
Execs weigh impact on NHL’s sponsors

Kraft Foods’ decision last week to cancel its annual Hockeyville promotion, in which an NHL exhibition game has been staged in a small Canadian town since 2006, brings into sharp focus the league’s sponsorship business, likely the biggest casualty of a lockout moving into its third month ...

Tags: Leagues and Governing Bodies

11/12/12
Vikings hire Van Wagner

The Minnesota Vikings have hired Van Wagner Sports and Entertainment as the sales and marketing agency for the team’s new $975 million stadium in downtown Minneapolis, slated to open in 2016. The project is the first naming-rights assignment for Van Wagner, which launched a team and venue serv ...

Tags: Marketing and Sponsorship

11/12/12
Giants’ hot market proves solid

Despite an abrupt, four-game sweep and Hurricane Sandy-related supply chain disruptions, the hot market for San Francisco Giants World Series merchandise has drawn essentially even with the one following the club’s 2010 title. MLB executiv ...

Tags: Marketing and Sponsorship

11/05/12
USAA suits up NFL in camouflage

Camouflage is replacing pink on NFL fields over the next few weeks, as a military appreciation effort and a Veterans Day salute take center stage. Insurer USAA, the NFL’s official military appreciation sponsor, is activating heavily around ...

Tags: Marketing and Sponsorship

10/29/12
‘Undercover Boss’ brings changes

As a fixture seated behind home plate at Yankee Stadium and an indelible presence at most industry events, Mitchell Modell is one of the most familiar figures in the business of sports. So when “Undercover Boss” called in May to ask if the recognizable Modell, CEO of the sporting-goods c ...

Tags: People and Pop Culture

10/29/12
Panini renews NBA trading card deal

The NBA surprised the trading card industry in 2009 when it signed a virtual unknown brand in Panini while dropping two household names in Topps and Upper Deck. At the time, Panini had no U.S. offices nor staff. However, the deal has been successful enough that it’s been extended for another f ...

Tags: Marketing and Sponsorship

10/29/12
NBA licensing revenue climbs

Staring into the teeth of a lockout a year ago, NBA licensing executives were anticipating that their business would drop by more than 25 percent. Fast forward to today. In the NBA fiscal year that ended in September, licensing revenue was up in a season that was contracted by 16 games. T ...

Tags: Leagues and Governing Bodies

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