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

Cubs sign Motorola as jersey patch sponsor

Morning Buzz - 08/01/2024

Motorola, the first brand to buy an MLB ad patch, is now also the latest to do so, having signed as the Cubs initial patch sponsor. The Cubs will take the field tonight versus their arch-rival Cardinals wearing a patch with Moto’s familiar “batwing” logo. The...

Phillies make Independence Blue Cross first patch sponsor

Daily - 07/30/2024 | Daily - 07/30/2024

Independence Blue Cross, one of the Phillies’ most-tenured corporate sponsors, is now the team’s first patch sponsor. The Phillies will take the field tomorrow against the Yankees wearing jerseys adorned with an IBX ad patch. Independence Blue Cross (IBX) has been a Phillies sponsor for 36 years...

SBJ Marketing: 'Ohtani Effect' is in full bloom

Marketing Newsletter - 07/24/2024

With first half in the books, MLB turns attention to continuing RSN crisis and possible DTC options

Journal - 07/22/2024

While there was some discussion and rumors in Texas about the likelihood of a work stoppage two years hence, when you asked MLB execs about their biggest current concern, there was a unified response: transitioning to a new RSN model as the Diamond Sports...

Marketing and Sponsorship: The Dodgers’ Shohei Ohtani is a powerhouse on the field and in driving business across MLB

Marketing Newsletter - 07/24/2024 | Journal - 07/22/2024

MLB is not known for changing with the velocity of a Paul Skenes fastball. Still, the rehabilitation of Shohei Ohtani, from just before the start of the season when his translator was fingered for bank and tax fraud tied...

T-Mobile to account for most ads during ESPN's MLB Home Run Derby telecast

Unpacks Newsletter - 07/15/2024

MLB corporate sponsors account for 25% of the commercial inventory on tonight’s Home Run Derby on ESPN, reports SBJ's Terry Lefton. Title sponsor T-Mobile has the most ads, while Google Cloud is sponsoring the alternate StatCast telecast on ESPN2. Sony bought a spot in Derby tomorrow night to...

Marketing and Sponsorship: Licensed jerseys, Ts, sneakers sold across sports? Thank Bill Marshall and his innovative insight

Marketing Newsletter - 07/17/2024 | Journal - 07/15/2024

T he most enduring and endearing quality about longtime sports licensing exec Bill Marshall — and there are so many — is the infinite number of personal connections he made during...

Canada Basketball, Aires Tech ink multiyear deal

Morning Buzz - 07/11/2024

Just a few weeks before the Summer Olympics, Toronto-based Aires Tech is sponsoring NGB Canada Basketball in a category you’ve probably never heard of: electromagnetic frequency protection. With the sponsorship comes designation as Canada Basketball’s “official EMF Protection Technology sponsor,” along with IP rights and hospitality....

MLB expecting 'record' number of corporate clients attending All-Star events

Marketing Newsletter - 07/10/2024

Even with incendiary temperatures expected for All-Star festivities, Bill Morningstar, MLB's EVP/sponsorship sales and president of MLB Network, said the league will have over 300 clients in attendance in Arlington. "That’s a record for us," he said. "It shows some momentum, and the location is centrally located so people are motivated...

BlueTriton water will be in demand, on display during Texas heat at MLB All-Star festivities

Unpacks Newsletter - 07/11/2024 | Marketing Newsletter - 07/10/2024

With temperatures as high as 99 degrees predicted for the days surrounding next week’s MLB All-Star Game and Home Run Derby in the Dallas suburbs, BlueTriton Brands -- the league’s new water sponsor -- seem the logical focus when talking about sponsor activation for the Midsummer Classic....

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