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IEG In The News

Target Focuses Sponsorship Spend

, May 15, 2015
CHICAGO: Target, the retailer, is using a consistent formula to inform its sponsorship expenditure – allocating 35% of its outlay to a property, another 55% to activation and 10% to measurement... More


Authenticity Key For Carhartt
Warc, May 06, 2015
CHICAGO: Carhartt, the workwear manufacturer, believes only featuring real "hard-working people" in its marketing is as important for its brand as sports companies using actual athletes as their official ambassadors... More


AT&T ‘Mobilizes' Sponsorship
Warc, May 05, 2015
CHICAGO: AT&T, the telecoms group, is connecting its sponsorship efforts more deeply than ever to its core brand proposition – a trend assisted by the fact mobile phones are now an "endemic" part of live events... More


Brand Purpose Drives Mizuno
Warc, May 04, 2015
CHICAGO: Mizuno USA, the sporting goods group, has seen considerable benefits from effectively tapping into its brand purpose - something it had previously found difficult to achieve... More


Coke Outlines Sponsorship Challenges
Warc, May 01, 2015
CHICAGO: Sponsorship rights holders need to help their brand partners unlock creativity and embrace real-time marketing to maximise the value of these investments, an executive from The Coca-Cola Company has argued... More


As NFL Draft Kicks Off, Chicago's Ready For Its Close-up
Crain’s Chicago Business, April 30, 2015
Tonight's NFL Draft coverage will be a major commercial for the city of Chicago... More


Influencer Vision Pays Off For GoPro
Warc, April 23, 2015
CHICAGO – GoPro, the camera brand, has driven marketing success by working with a highly diverse group of influencers – from athletes in extreme sports to popular mommy bloggers... More


'Below Average' Is Plenty Good For Carolina Panthers
Business Journals, April 21, 2015
Sports consultant IEG Research ranks the Carolina Panthers among 14 teams below the league average in sponsorship revenue in an annual analysis released this month. The ranking says more about the size of Charlotte, among the smallest of the 31 NFL cities, than the interest of companies in advertising with the NFL team... More


For NASCAR Drivers, Rounding Up Sponsors A Big Part Of The Job
Richmond Times-Dispatch, April 21, 2015
When one of the NASCAR Sprint Cup Series drivers wins Saturday’s Toyota Owners 400, he or she will head to Gatorade Victory Lane at Richmond International Raceway and begin the celebration by thanking his or her sponsors... More


Shell Lubricants Taps Media Flexibility
Warc, April 21, 2015
CHICAGO – Shell Lubricants has boosted its marketing flexibility via corporate trade – an approach that converts pre-planned media buys, products or other assets into cash and credits to spend on brand programs... More

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