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

How Zappos Has Found Sponsorship To Be A Good Fit

A look at the retailer’s nontraditional approach to sponsorship including the Zappos Porta-Party and Friends with Benefits Road Show more

Quick Hits: Sponsorship Results

Executives from Dow Chemical, ING and Toyota share sponsorship success at IEG 2017 more

How Allied Irish Bank Used Sponsorship To Restore Brand Reputation

Financial services company leverages Gaelic Athletic Association to win back consumers following the global financial crisis more

Strategic Servicing: The Secrets of Sponsor Retention

Learn the critical areas where sponsors say they need assistance and discover how to provide that help in ways that benefit both your partners and your property. more

Know Your Priorities: The Intel You Need to Find and Keep Sponsors

Make the most of the time you dedicate to securing corporate partners by identifying and prioritizing your best sponsorship prospects. more

No More Growth By Default: Ad Guru’s Advice Also Rings True For Sponsorship Marketers

When Irwin Gotlieb talks, the ad industry listens. The global chairman of WPP’s GroupM, the world’s largest media investment group, yields considerable buying power and influence, as the company he oversees is responsible for placing roughly a third of all media advertising. more

NFL Sponsorship Revenue Totals $1.25 Billion In 2016 Season

Sponsorship spending on the NFL and its 32 teams rose 4.3 percent to $1.25 billion in the 2016-2017 season, according to IEG research. more

The Three Factors To A Successful Direct-To-Consumer Streaming Business

It has been well documented that media consumption has and will continue to change considerably over the coming years.