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

Coors Light Uses NHL To Promote Sustainability Message

Beer giant uses NHL Stadium Series to talk up sustainability efforts more

How Subaru Is Using Sponsorship To Support Love Promise

Automaker doubles down on philanthropic ties in support of Love Promise marketing campaign more

Need To Know: Five Tips On Selling Sponsorship For Zoos And Aquariums

Sales reps from the Columbus Zoo, National Aquarium and other nonprofits share tips on selling sponsorship for conservation organizations 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

Advanced Sponsorship ROI: Meaningful Metrics

Sponsorship is not advertising and cannot be evaluated using media-centric constructs like reach, frequency and efficiency. more

Global Motorsports Spending To Total $5.75 Billion In 2017

Global spending on motorsports sanctioning bodies, teams and tracks is expected to total $5.75 billion in 2017, up 3.1 percent from 2016, according to IEG research more

Solving Brand Partnership Challenges by Turning to Frenemies

In the 1980s—IEG’s early years—we identified a “sponsorship industry” primarily comprising sports rightsholders, event producers and the brands that sponsored them. more

What Sponsors Want and Where their Dollars Will Go in 2017

Results of the IEG/ESP Properties Sponsorship Decision-Makers Survey and our annual sponsorship spending review and forecast provide guidance on 2017 priorities for rightsholders and brands. more