In The News

Anheuser-Busch, Uber Top Music Sponsors
MediaPost, August 14, 2017
Anheuser-Busch InBev continues as the most active sponsor of music, while Uber replaces Pepsi in the number two spot... More

As Arts Funding Shifts, Twin Cities Groups Get Creative To Woo Sponsors
Star Tribune, July 24, 2017
Yo-Yo Ma was available for just one night... More

Salesforce Buys Naming Rights To Transbay Transit Center
San Francisco Chronicle, July 07, 2017
San Francisco’s new downtown transit center will have something in common with AT&T Park and Oracle Arena — a corporate name... More

Serena Williams Pregnancy Likely To Boost Sponsorship
Reuters, April 19, 2017
A pregnant Serena Williams makes the tennis superstar even more attractive to corporate sponsors, allowing her to extend her reach into maternity wear and motherhood products, sponsorship industry executives said... More

Northwestern Could Cash in on First NCAA Tournament Bid, 'Reawaken' Alumni
Chicago Tribune, March 16, 2017
The first appearance by Northwestern University's men's basketball team in the NCAA Tournament could mean a boost for everything from enrollment applications to sponsorships, sports industry experts say... More

What the NBA's G-League Deal Means for Sports Marketing
Ad Age, February 15, 2017
With the National Basketball Association on Tuesday officially announcing it will rename its minor D-League the G-League after Gatorade, could the "Nike NBA" or "State Farm NBA" be next? Don't count on it, say sports marketing experts... More

Global Sponsorship Spending To Total $62.8B In '17, IEG's Annual Study Predicts
SportsBusiness Daily, January 31, 2017
Chicago-based research firm IEG's 32nd annual year-end industry review and forecast sees steady sponsorship spending growth in '17, with the caveat that caution on the part of brand and corporate marketers could grow into concern as the year progresses... More

Why College Bowl Sponsorships Are a Touchdown for Chick-fil-A and Allstate
Adweek, January 16, 2017
As marketers suit up for Super Bowl LI, some brands were already busy capitalizing on another rabid football audience: college bowl fans... More

Awards Shows Sponsorship Up 4.3% to $139M
Broadcasting & Cable, November 16, 2016
Sponsorship spending on awards shows is expected to rise 4.3% to $139.2 million in 2016, according to new figures from IEG research... More

DePaul Strikes Arena Naming Rights Deal With Wintrust
Crain's Chicago Business, November 16, 2016
The new home of DePaul University men's and women's basketball on the McCormick Place convention center campus has a new name... More

Trump Campaign Gets a Race Car Courtesy of Nascar Owners
Bloomberg Politics, November 04, 2016
Donald Trump is entered in a different race this weekend... More

Cubs World Series Makes Team’s Stars A Hit With Marketers
Chicago Tribune, October 25, 2016
Winning the World Series could do more than end a centurylong drought for the Chicago Cubs and their long-suffering fans. A victory on baseball's ultimate stage could launch the team's charismatic young stars, and its grizzled manager, into the sports marketing elite... More

Michael Phelps Garners Marketing Opportunities Following Rio Games
Wall Street Journal, October 12, 2016
Millions of Americans watched as Michael Phelps solidified his legacy as the most decorated Olympic athlete in history after finishing the Rio Games with six more medals... More

Hyundai Rises to 15th in Ranking of Largest U.S. Corporate Sponsors
Automotive News, October 11, 2016
Hyundai Motor America’s NFL sponsorship helped the automaker make a major gain in U.S. sponsorship rankings for 2015, jumping from No. 58 to No. 15 on consultant IEG’s annual report of top spenders... More

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns
Portada, September 21, 2016
At #Portada16 Sports marketing experts and brand marketers spoke about how they can make the best use of homemade video content generated by sports fans... More

Is Kaepernick's Brand Benefiting From National Anthem Protests?
Fox Business, September 13, 2016
San Francisco 49ers quarterback Colin Kaepernick has endured plenty of criticism in recent weeks due to his decision to kneel in protest during the National Anthem, but there’s evidence that the ongoing debate over his actions has boosted his personal brand... More

Lowdown: NFL Splits Auto Sponsors as Ford Joins Hyundai in Three-Year Deal
Advertising Age, September 07, 2016
Hyundai's reign as the NFL's only automotive sponsor ended today when Ford announced a three-year deal as the official truck of the NFL... More

Will This Megaconcert With the Stones, Dylan and The Who Really Pass Up Sponsors?
Adweek, September 06, 2016
The nasty jokes started shortly after the Rolling Stones, The Who, Paul McCartney, Neil Young, Roger Waters and Bob Dylan announced they'd be performing on the same bill for the first time at an epic two-weekend rock show dubbed Desert Trip... More

White Sox Get No New Money from Naming Rights Deal with Guaranteed Rate
Chicago Tribune, September 02, 2016
The new naming rights deal for the publicly owned stadium where the White Sox play baseball is worth $25.1 million but will deliver no additional money to the team, documents associated with the agreement show... More

Here's What Sox Get in Ballpark Naming Deal
Crain's Chicago Business, September 01, 2016
The White Sox's new stadium naming rights deal with Chicago-based mortgage lender Guaranteed Rate is worth a fraction of the team's previous contract with U.S. Cellular... More

So You Sponsor Colin Kaepernick, Now What?
Ad Age, August 31, 2016
NFL quarterback Colin Kaepernick has effectively put his sponsors in a quagmire with his controversial decision to remain seated as the national anthem played during last Friday's preseason game against the Green Bay Packers... More

Fore! Golf Sponsorships To Surpass $1.8 Billion This Year
MediaPost, August 29, 2016
If golf’s return to the Olympics after more than a century wasn’t enough, golf properties have even more to cheer about: a solid increase in sponsorship spending... More

MasterCard’s Priceless Sponsorship
Warc, August 24, 2016
MasterCard, the payments firm, is shifting its sponsorship strategy away from being a "dumb buyer" and towards co-creating unique partnerships and experiences – a move based in part on meeting the needs of millennials... More

U.S. Cellular Field, Home of the White Sox, to Become Guaranteed Rate Field
Chicago Tribune, August 24, 2016
Out with the Cell, in with … well, fans aren’t quite sure what to call it yet... More

Rio Incident Cuts Short Ryan Lochte's Commercial Victory Lap
Reuters, August 18, 2016
The week after winning his sixth career Olympic gold in Rio, U.S. swimmer Ryan Lochte should have been doing a victory lap, cashing in on his performance with fresh sponsorship deals... More

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