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:
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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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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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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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 >
As Cities Turn Away Mega Events, What Will Sponsors Do?
Following news last week that residents of Vienna resoundingly rejected the city’s plan to bid for the 2028 Olympic Games, I had an interesting discussion with my colleague John Kristick, global CEO of GroupM ESP. John is well qualified to discuss this issue, having been the managing director of the U.S. bid to host the 2022 FIFA World Cup.More >
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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.