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Terry Lefton

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 Sports Business Journal, Lefton covered the sports marketing and media segment for Brandweek and the Industry Standard. BEATS: Sports sponsorship, sports marketing/advertising

MLB’s ‘Beyond Baseball’ back with more spots

Journal - 04/05/2010
MLB’s “Beyond Baseball” institutional campaign from McCann Erickson will expand to include as many as 20 ads this season. The 2010 season will start with one focused on Boston Red Sox second baseman Dustin Pedroia, to be followed by one celebrating Jackie Robinson’s heritage, in...

NBA strikes sponsor gold with Bacardi

Journal - 04/05/2010
The NBA has signed a sponsorship deal with Bacardi, making it the first of the big four professional stick and ball sports to sign a spirits marketer as a corporate patron, and likely serving as a catalyst for other leagues. The...

Disney steps to the plate with MLB

Journal - 03/29/2010
Disney and Major League Baseball are combining for a cross-licensing deal that will mix the marks of two of the biggest names in sports and entertainment merchandising. The retail licensing program is one MLB has pursued for a decade and expands the business relationship...

ESPN to land more NFL rights

Journal - 03/29/2010
ESPN and the NFL are close to an agreement to give the media company a much larger bundle of the league’s broadband, mobile and international rights, including the ability to stream “Monday Night Football” games on broadband and wireless platforms. The...

McDonald’s signs Wie to two-year deal

Journal - 03/22/2010
Editor's note: This story is revised from the print edition. Making a rare foray into golf, McDonald’s has signed wunderkind Michelle Wie to a two-year endorsement deal. The 20-year-old LPGA player shot a commercial for the quick-service restaurant...

Networks plan for All-Star experience in 3-D

Journal - 03/22/2010
Cramped in a dark 3-D production truck on a brilliantly sunny Southern California afternoon last week in Anaheim, executives with DirecTV , Fox and MLB were planning for what some consider the future of sports TV. It didn’t matter that it was high...

Tony Ponturo

Journal - 03/22/2010
It was early in the first quarter of Super Bowl XXVI in Minneapolis. The Anheuser-Busch corporate contingent at midfield watched a team of executive minions scurry up the aisle, running as fast as possible with 1992 cell phones that were the size of dumbbells. Sitting...
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