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

How NBA Marketing Partners Are Activating The 2017 Draft

Product integration, social activation and surprise-and-delight consumer experiences take center stage at the 2017 NBA Draft more

Inside U.S. Bank’s New Sponsorship Strategy

U.S. Bank rolls out new sponsorship strategy, with a focus on leveraging local deals in support of national marketing initiatives more

How Tecate Uses Sponsorship To Take A Jab At Competitors

Gustavo Guerra, Tecate brand director, discusses how the Mexican beer brand uses boxing and soccer to engage bi-cultural Hispanics more

Re-Writing the Rules: What Sponsors Need Now

Partnership’s role in today’s marketing mix, key brand objectives, questions every sponsor should ask and answers every property must have. more

Using New Technologies to Maximize Partnership Engagement

Explore the myriad ways technology is changing—and improving—the game for rightsholders and sponsors. 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