IEG has shaped and defined sponsorship for over three decades and continues to lead the way in sponsorship insights, trends, training and events.

Checking In On Marriott’s Buzz Marketing Strategy

Jennifer Utz, vice president of buzz marketing and partnerships, discusses Marriott’s sponsorship strategy at IEG 2016 more

Inside The Evolving Hotel Category

Hotels increase use of sponsorship to reach millennial travelers and access one-of-a-kind experiences for loyalty program members more

US Lacrosse Posts Double-Digit Increase In Sponsorship Revenue

National governing body sees success replacing one-off sponsorships with year-round partnerships more

Using New Technologies to Maximize Partnership Engagement

Explore the myriad ways technology is changing—and improving—the game for rightsholders and sponsors. more

Ensuring Sponsorship Activation Drives Results

Learn the latest successful promotional tactics and strategies that sponsors and their property partners should implement. more

Anticipating Rio 2016: Out of the Rut or More of the Same from Sponsors?

For marketers, the Olympic Games and FIFA World Cup tournaments typically represent milestones marking new developments and innovations in sponsorship. more

Sponsorship Insights from Copa America Centenario & UEFA Euro 2016

Similar to the content we publish on a more comprehensive scale around FIFA World Cup and the Olympic Games, IEG here takes a quick look at how one Copa America event sponsor, one Copa America team sponsor and two Euro 2016 sponsors are bringing their associations to life. more

Sponsorship Spending On The NBA Totals $799 Million In 2015-2016 Season

Sponsorship spending on the National Basketball Association and its 30 teams totaled $799 million in the 2015-2016 season, an 8.1 percent increase from the previous year, according to IEG research more