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Volume 26 No. 27

Terry Lefton

Veteran sports business reporter Terry Lefton has worked for years building high-level industry contacts and sources, which pays off when it comes to breaking exclusive news on sponsorship, licensing, advertising and marketing deals. Before joining SportsBusiness Journal, Lefton covered the sports marketing and media segment for Brandweek and the Industry Standard. BEATS: Sports sponsorship, sports marketing/advertising

Feature Story

Naming rights: Balancing art and science

Emotional factors, backed up by analytics and measurement, often drive a brand’s decision to pay millions to put its name on a sports venue.

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