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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

Nike to keep Federer with 10-year deal

Journal - 01/28/2008
Nike is poised to sign Roger Federer to a new deal that stands to be the most lucrative tennisendorsement ever, sources said. The 10-year extension could be worth as much as $13 million a year. Sources close to the deal differed on whether...

Hits and misses in Super Bowl advertising

Journal - 01/28/2008
Is a great Super Bowl ad any different than a great ad per se? Asking this question to marketers elicits a variety of answers. Still, those who have practiced their craft on advertising’s biggest stage know there’s a different standard for Super Bowl ads,...

Trade show looks for bigger numbers

Journal - 01/14/2008
With the sporting goods industry still struggling over whether trade shows have outlived their usefulness, the Sports Licensing & Entertainment Marketplace show will go on in Las Vegas Wednesday through Friday. This trade show that serves the industry has shrunk to a tenth...

Can pharmaceutical marketing be cured? Prognosis is dim

Journal - 01/14/2008
We don’t pretend to understand the byzantine complexities surrounding pharmaceutical marketing. In recent years, however, when pharmaceuticals have been intersecting with sports, we’ve learned two lessons. One is that anyone who claims to have an updated knowledge of pharma advertising law is lying,...

HD heats up

Journal - 01/07/2008
Consumer electronics have been a relatively mundane sponsorship category over the years, without enough margins to justify national sports sponsorships and the large media commitments that accompany them. More recently, though, the explosion of high-definition TV sales has created a sports marketing stampede. ...
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