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

Activation Rundown: 2017 Verizon WNBA All-Star Game

Branded experiences, consumer promotions and other activations around the best of the best competition more

How Sutter Health Is Using Sponsorship As The Rx For Success

Not-for-profit hospital network uses San Jose Earthquakes, Oakland A’s and other properties to lean into the Northern California community more

Farmers Insurance Tees Up New Marketing Campaign

Insurer leverages Rickie Fowler, Butch Harmon and Golf Digest to drive home the importance of a trusted advisor 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

Sustainable Brands Conference: Some Big and Not-So-Big Ideas for Sponsors and Rightsholders

As a conference producer, it was a nice treat to join about 2,000 other participants in Detroit for last week’s Sustainable Brands conference and attend an event with no responsibilities other than to listen, learn and share some takeaways. 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