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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

A-B’s deal with NHL pegged at $75M

Journal - 06/09/2008
Anheuser-Busch has renewed its 10-year-old status as the NHL’s official beer sponsor. Sources value the three-year pact at around $75 million, including rights fees, spending commitments with clubs, broadcast rights holders NBC and Versus, and league-controlled media like NHL.com and the NHL Network. ...

Emirates extends deal with Breeders’ Cup

Journal - 06/09/2008
Emirates Airline has renewed its top-level sponsorship of The Breeders’ Cup for an additional year plus multiple options. The Dubai-based luxury airline has been a sponsor of The Breeders’ Cup since 2005, will continue as title sponsor of the Filly and Mare...

USA Basketball signs J&J and 24 Hour Fitness

Journal - 06/02/2008
With the Summer Olympics two months off and basketball likely one of the biggest stories at the Beijing Games, Johnson & Johnson and 24 Hour Fitness have signed as new sponsors of USA Basketball. The deal complements other Olympic sponsorship rights held by...

Miller goes big with Cowboys

Journal - 05/26/2008
Miller Brewing is renewing its longtime marketing relationship with the most potent team brand in the NFL, the Dallas Cowboys, in a deal that NFL sources say is likely the largest sponsorship ever for an individual U.S. team outside of naming rights. The 10-year sponsorship deal,...

NFL exec Hawkins leaving to open consulting firm

Journal - 05/26/2008
NFL senior vice president of business affairs Frank Hawkins, a top league adviser who heads strategic planning for its media group, is leaving the league in June after almost 15 years to form a media consultancy. Hawkins is opening Scalar Media Partners, based in New York City,...

Nike to end rival’s run with Yanks

Journal - 05/19/2008
Nike and the New York Yankees have agreed in principle to a five-year sponsorship agreement that will begin in 2009, the team’s first in the new Yankee Stadium. The cash and product deal ends a historic 11-year relationship between Adidas and the Yankees...

Can NBC sell a $6M minute?

Journal - 05/19/2008
NBC Universal Sports and Olympics Chairman Dick Ebersol was hosting a small dinner for ad buyers and agency executives at New York’s 21 Club after NBC’s upfront presentation last week. At one point during the meal, Ebersol referred to one of his...
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