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

Category Update: Smoking Prevention Programs

With British American Tobacco’s $49 billion takeover of Reynolds American Inc. as a backdrop, IEG SR looks at sponsorship activity on behalf of smoking prevention campaigns more

ZTrip Calls Up New Sponsorships

On-demand car service explores deals with three NFL teams following partnership with Kansas City Chiefs more

Crystal Ball: Trends To Watch In 2017

Sponsorship executives from AT&T, U.S. Bank and other companies share what they’re watching in 2017 and beyond 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

Awards Show Sponsorship To Total $139.2 Million In 2016

Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $139.2 million in 2016, up 4.3 percent from $133.5 million in 2015, according to IEG research. more

Sponsorship Spending on Endurance Sports to Total $125 Million in 2016

Sponsorship spending on marathons, cycling competitions and other endurance sports events is expected to total $124.6 million in 2016, a 4.9 percent increase from 2015, according to IEG research more

Top Sponsors Report

In addition to ranking the 122 U.S.-based companies that spent more than $15 million in 2015, our latest report includes an analysis of the top 20 categories by sponsorship spend. more