Terry Lefton

‘It’s our Super Bowl’: SI builds events; advertisers activate around swimsuit issue

Journal - 02/08/2010

Advertisers are ramping up creative and promotions around Sports Illustrated’s annual swimsuit issue. With the ad slump, SI’s presence at the Super Bowl has taken a hit in recent years. Now it is holding events and building promotions in and around...

Energy firm buys naming rights to Philly MLS venue

Journal - 02/01/2010

Energy company PPL Corp. is finalizing a 10-year, $20 million naming-rights deal with MLS expansion team Philadelphia Union, some five months before the first match at what will be PPL Park, a new $120 million soccer stadium just outside of Philadelphia in...

The NFL rocks on

Journal - 02/01/2010

In an unprompted bit of machismo last week, John Bogusz declared that more people will watch Sunday’s Super Bowl broadcast than ever before. “Our game is going to do a record number,” he said. Well, who can blame him? The CBS...

Wrapping up dollar figures, other suitors in Sun Life Stadium deal

Journal - 02/01/2010

Since it’s the site of the Super Bowl, we felt it necessary to revisit the deal that last month turned what was once known as Joe Robbie Stadium into Sun Life Stadium. Addendum one: Since originally reporting $7.5 million a year for the...

View from Vegas: Licensing out of ‘deep freeze’

Journal - 02/01/2010

While the economy hasn’t fully recovered from the beating it took over the past 18 months, the mood at the recent Sports Licensing & Tailgate Show in Las Vegas was decidedly upbeat, perhaps because retailers were suffering long before other sectors. Since show...

NFL: CBS to use Sun Life Stadium name for Super Bowl, Pro Bowl

Journal - 01/25/2010

Sun Life Financial’s naming-rights deal with the Miami Dolphins will get immediate prime exposure as the NFL descends on South Florida over the coming two weeks. An NFL spokesperson said last week the league’s broadcast rights holders will use the new...

For advertisers, Super Bowl can make campaigns, careers

Journal - 01/25/2010

Just as the intensity level on the field multiplies geometrically as the NFL’s postseason tournament narrows, so too does the pressure amplify among brands competing on advertising’s biggest stage, the Super Bowl. Sure, there is pressure among the remaining coaches, athletes and...

Licensing/Tailgate show opening in Vegas

Journal - 01/18/2010

The Sports Licensing & Tailgate Show, the nation’s last dedicated sports licensing trade exposition, opens in Las Vegas this week with what organizers say is a slight uptick in business. Noting the synergy between tailgating and sports licensed products, ShowProCo, organizers combined the two ...

Licensing/Tailgate show opening in Vegas

Journal - 01/18/2010

The Sports Licensing & Tailgate Show, the nation’s last dedicated sports licensing trade exposition, opens in Las Vegas this week with what organizers say is a slight uptick in business. Noting the synergy between tailgating and sports licensed products, ShowProCo, organizers combined the two ...

Naming-rights metric gives the edge to Cowboys Stadium

Journal - 01/18/2010

Even though it’s the most expensive single ticket in a sports marketer’s arsenal, like so many things in marketing, naming rights are bought on faith. Faith that brand recognition purchases will escalate. Faith in the facility and the team or teams within. Quantifying...