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

Sponsor Profiles: The Five Biggest Spenders In The Airline Category

United is the biggest spender, while American has the most diverse portfolio more

Inside the Evolving Airline Category

Airlines increase sponsorship activity amid rising profits and growing competition more

Sponsorship Trend: Major Carriers Move Away From Charter Service

Major airlines move away from charter service, but smaller carriers fill the void more

Sponsorship Measurement Essentials

Without verification that a sponsorship has accomplished its goals, programs are in danger of being cut and deals will not be renewed. more

Going Beyond the Event: Content Creation Case Study

Learn how properties and brands can create greater scale and engagement with consumers by partnering to create custom content. more

Fair And Festival Sponsorship Spending To Total $878 Million In 2016

Sponsorship spending on fairs, festivals and annual events is expected to total $878 million in 2016, a 2.1 percent increase over the previous year, according to IEG research. 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