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Terry Lefton

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

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Candy Everybody Wants: Sports Sponsorships A Powerful Differentiator For Reese's

Published in SportsBusiness Daily on 05 / 28 / 15

In candy, the most impulse-driven consumer-products category, sports has been a powerful differentiator for Reese's. Beginning in '08, The Hershey Co. began with an NCAA rights deal. It has since multiplied that investment by adding sponsorships, including ESPN's "College GameDay" and the CFP. ...

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Tags: Brand Engagement Summit

More Stories by this Author

01/27/15
SportsBusiness Daily: Andrew Luck Endorsing TD Ameritrade

First-year NFL corporate sponsor TD Ameritrade has signed Colts QB Andrew Luck to a two-year endorsement pact. Under the deal, Luck will appear in national ad campaigns, do social media and make promotional appearances for the NFL's official brokerage house. The agreement with Luck is coterminous ...

01/26/15
SportsBusiness Journal: The Lefton Report: Licensees like repeat

S ince the Green Bay Packers have four Super Bowl titles and a national following, we went to the recent Sports Licensing and Tailgate Show in Las Vegas anticipating that the Cheese-heads would be the choice of the retailers and manufacturers who ...

Tags: Marketing and Sponsorship

01/26/15
SportsBusiness Journal: Sponsors vie for attention

The NFL’s largest corporate patrons are finalizing Super Bowl activation programs, with more in downtown Phoenix than in prior championship weeks in Arizona. “The downtown [Phoenix] infrastructure has expanded, so we’re taking advantage of that,” said Renie Anderson, NFL s ...

Tags: In-Depth, Super Bowl

01/26/15
SportsBusiness Journal: Russo forms boutique agency

Veteran sports and media marketer Chris Russo is looking to capitalize on the trends in media technology and finance in launching Fifth Generation Sports, a boutique agency with capabilities in marketing, research, digital and social media with access to investment capital. The name Fifth Genera ...

Tags: Marketing and Sponsorship

01/26/15
SportsBusiness Journal: Licensees expect more big numbers

Last year’s New York/New Jersey Super Bowl yielded the most sales ever for NFL licensees. The hot market for Seattle’s championship eclipsed everyone’s predictions. The NFL is hoping for something nearly as big for Super Bowl 50 in 2016. So what are the expectations for Super Bo ...

Tags: In-Depth, Super Bowl

01/26/15
SportsBusiness Journal: What makes a great Super Bowl party?

Just as the Super Bowl decides the championship of the NFL, so too does it separate winners and losers in the hospitality industry. Valuable corporate relationships of long standing can be enhanced or ruined by a bad party, hotel trouble or a transportation snafu. So when Engine Shop was creating ...

Tags: Events and Attractions

01/26/15
SportsBusiness Journal: Jets, FanDuel deal starts at Super Bowl

FanDuel has signed its second NFL team sponsorship deal in three months, agreeing to a marketing pact with the New York Jets. Team President Neil Glat said the deal will begin this week with FanDuel’s support of the “Jets House” Super Bowl Week hospitality venue in New York City. ...

Tags: Marketing and Sponsorship

01/23/15
SportsBusiness Daily Global: WTA's Tseng Headed Back To IMG

WTA Global Head of Sponsorship Sales STEVE TSENG  is leaving to return to IMG, where he worked for 20 years before joining the women's tennis circuit in July '13. Tseng will head IMG’s consulting team on the Visa account. He will be based in S.F., where he previously worked for IMG.  ...

Tags: People and Pop Culture, North America

01/22/15
SportsBusiness Daily: WTA's Tseng Headed Back To IMG

WTA Global Head of Sponsorship Sales STEVE TSENG  is leaving to return to IMG, where he worked for 20 years before joining the women's tennis circuit in July '13. Tseng will head IMG’s consulting team on the Visa account. He will be based in S.F., where he previously worked for IMG.  ...

Tags: People and Pop Culture, IMG, WTA, Visa

01/21/15
SportsBusiness Daily: NBA Signs Up Kaiser Permanente, H&R Block

Kaiser Permanente has signed on as the NBA’s first Official Healthcare Partner in a multiyear deal that also includes WNBA and D-League rights. A player component sees Warriors G Stephen Curry and Clippers G Chris Paul serving as ambassadors. The Oakland-based health care firm has a team deal ...

Tags: Marketing and Sponsorship, NBA

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