Leading the way in sponsorship insights, trends, training and events
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Consulting & 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 clients 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 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 clients to understand the actual worth of their partnerships.

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Sponsorship Measurement

IEG provides best-in-class sponsorship measurement solutions. The saying is true: You can’t manage what you don’t measure. Measurement helps you answer critical questions, such as: “How is our sponsorship performing?” and “What is sponsorship’s impact on our brand and business metrics?”

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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

What I Learned Reviewing 40 Hours of IEG Conference Video
Jim Andrews Apr 29

What I Learned Reviewing 40 Hours of IEG Conference Video

I know that in today’s world event takeaways are expected to be shared during and immediately after conferences, seminars, etc. In fact, I did my share of tweeting highlights on site at last month’s IEG conference, and my colleague Diane Knoepke published a great blog post recapping the social chatter just after Sponsorship Makers concluded. more

 
How Sponsors and Rightsholders Are Increasing Audience Engagement
Lesa Ukman Apr 10

How Sponsors and Rightsholders Are Increasing Audience Engagement

At IEG 2015, Jed Pearsall of Performance Research (@SponsorEye) and I conducted a workshop on how technologies are transforming the ways sponsors and rightsholders build deeper bonds with audiences via more meaningful, more personalized and/or more frequent engagement opportunities. more

 

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Sponsorship Insights

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.