Advisory & Measurement

IEG leads the way in sponsorship solutions. With more than 30 years’ experience providing independent insights, evaluation and guidance, our consultants and analysts bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above their competitors, meaningfully engage audiences and achieve lasting impact.

Our core services, tailored to the individual needs of each client engagement, are:

Sponsorship Consulting

IEG engages with brand and property clients to develop cutting-edge solutions to their sponsorship challenges. Sponsors come to us for bulletproof measurement tools and strategic selection models, while properties look to us for revenue-generating sales strategies and organizational management recommendations.

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Sponsorship Valuation

The IEG Valuation Service provides third-party objectivity and a globally accepted methodology that allows brands and properties to understand the actual worth of their partnerships.

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Sponsorship Research

IEG’s industry-leading database of sponsorship information—the most comprehensive compilation of deal points, fees paid, and more—is just the starting point for our research clients. We turn data into actionable insights and recommendations, whether through competitive analysis or prospective partner targeting.

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Latest Thinking

Lesa Ukman May 21
What We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.More >

Jim Andrews Apr 29
In the Wake of Boston Tragedy, Sponsors and Properties Discuss What’s Next
Although the twin bombings at the Boston Marathon have already had a significant impact on marathons and other types of events—namely increased security—most sponsorship veterans expect the incident to have little impact on sponsorship spending in the endurance sports spaceMore >

Sponsorship Intelligence

IEG’s strategy papers are forward-looking and thought-provoking points of view from IEG’s strategists, consultants, researchers and analysts. These compelling pieces illuminate the most important challenges and trends impacting sponsorship and offer novel, proven and practical solutions available nowhere else.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships Read Now >

A Sponsorship Measurement Solution: Applying Marketing Science to Evaluating Performance Read Now >

Growing Up: The Evolution of Association Sponsorships Read Now >

Invest, Don’t Buy: A Smarter Way to Sponsor Read Now >

See How We Help

American College of Healthcare Executives
Sponsorship Consulting

See how we helped the ACHE increase revenue by offering year-round opportunities for corporate partners, capping the maximum number of partners and shifting from two year-round partnership levels to one. Read >