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

PBR taps Leaf as first card licensee in 15 years

Morning Buzz - 05/09/2024

Leaf has signed on as the Professional Bull Riders first trading-card-licensee in around 15 years. Initial card sets, which will include autographs and memorabilia, should be available at hobby retail and online distribution by late summer. The PBR draft is May 29. “This is something we’ve been...

NFL makes organizational tweak with eye on international sponsorships

Marketing Newsletter - 05/08/2024

With a goal of increasing global sponsorship and licensing revenue, the NFL has affected an organizational tweak which sees offshore personnel responsible for those international businesses more closely integrated with league HQ in Manhattan. Under the shift, SVP/Sponsorship Management Tracie Rodburg adds global sponsorships to her responsibilities. In...

Tigris Sponsorship & Marketing helps Broncos fill banking category

Marketing Newsletter - 05/08/2024

An incumbent sponsor of nearly 25 years departing, and a new sponsor with no previous pro sports sponsorship experience taking its spot? Sounds like a tough position to be in, especially in the banking category, which generally has meaning to ownership well beyond the sponsorship revenues it generates. ...

3ICE adds Tony Ponturo to board ahead of third season

Marketing Newsletter - 05/08/2024

Former Anheuser-Busch sports and media czar Tony Ponturo recently joked with me that he will keep resurfacing in sports "like a bad penny." Frankly, I value his sense (and cents) far more. So, apparently, does 3ICE, the eight-team 3-on-3 pro hockey league, which has brought Ponturo onto...

Lexus extends deal with World Surf League, adds title sponsorship of two events

Marketing Newsletter - 05/08/2024

Just four months after rolling out an inaugural sponsorship with the World Surf League, Lexus has expanded the agreement, adding another year to take Toyota's luxury brand through the 2025 WSL season, along with additional title sponsorships to the U.S. Open of Surfing and the WSL Finals....

SBJ Marketing: Lexus extends deal with World Surf League

Marketing Newsletter - 05/08/2024

FICO to sponsor three jockeys at Kentucky Derby

Morning Buzz - 05/03/2024

Data/financial analytics brand FICO will have its brand on three of the jockeys riding in Saturday’s Kentucky Derby. Bold, black FICO branding will be on the pants of jockey Jose Ortiz on Catalytic; Ben Curtis riding Honor Marie; and Keith Asmussen ,...

Diamond Baseball Holdings brings on Genifer Grey as COO

Marketing Newsletter - 05/01/2024

Genifer Gray has joined Diamond Baseball Holdings as COO, with a charter to oversee operations and fan experience at the minor league rollup's 33 MLB-affiliated teams. She’ll be supervising fan experience and operations at 33 venues (and for around 700 employees). Gray, who will be based in Dallas...

Rothenberg, Bernstein re-up with Playfly through 2026, but move into advisory roles

Marketing Newsletter - 05/01/2024

More than two years after Playfly Sports acquired Premier Partnerships, founders Alan Rothenberg and Randy Bernstein have moved into more advisory roles, with each having their title changed to co-chair of the Premier Group. Rothenberg and Bernstein will be senior advisers to Playfly's executive and commercial teams, focusing...

Rob McQueen lands at Cisco Systems, will manage global sponsorships

Marketing Newsletter - 05/01/2024

Industry vet Rob McQueen is the new global sponsorship VP at Cisco Systems. He’ll manage an impressive B2B sponsorship portfolio, which includes: McLaren F1; NFL league rights; Premier League and MLS team deals; the USGA; Riot Games; and rights with the Paris Olympics as the local organizing committee's official...

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