We are part consultancy and part analytics house. We have shaped and defined sponsorship for over three decades and continue to lead the way in sponsorship insights, trends, training and events.

IEG 2018 Event Recap

IEG 2018 is a wrap! Check out videos of keynote sessions, see who was there and what they had to say, and dig into some takeaways and insights from the conference. more

How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals

League partners capitalize on the 2018 NBA Finals with a mix of exclusive merchandise, digital content and other marketing initiatives more

The Rebirth Of Alternative Deal Structures

Anheuser-Busch’s new incentive-based sponsorship model opens the door to pay-for-performance and other nontraditional payment structures more

PGA European Tour Finds A Match With Innovation

Golf organizer uses new event formats, digital content and strategic partnerships to broaden fanbase and deepen engagement more

Sponsorship Spending on the NBA Totals $1.12 Billion in 2017-2018 Season

Jersey patch agreements have combined with significant deals at the team and league levels to push estimated NBA sponsorship spending over $1 billion for the first time, according to IEG/ESP research. more

The State of Sponsorship Part 2: Weaknesses and Strengths

My previous unconventional SWOT analysis post examined the current threats and opportunities facing sponsorships and partnerships. We turn now to the other half of the exercise. more

The State of Sponsorship: An Unconventional SWOT Analysis in Two Parts

This post takes a look at the current threats and opportunities facing sponsorships and partnerships. A second post will examine the weaknesses and strengths. more

Our Partners

TicketManager makes it easy for companies to take clients to live events and measure the impact. more

KORE Software is the global leader in sports and entertainment business management solutions. more