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

Cultural Institution Partnerships: Do Labels Matter?
Diane Knoepke Nov 12

Cultural Institution Partnerships: Do Labels Matter?

Do you ever play the “if you were a celebrity, who would you want to be your first big sponsor?” game? (It’s kind of like the “who would you want to play you in a movie about your life?” game.) My answer to the former is Sharpie markers. It is incredibly satisfying to draw a crisp, bright line to separate concepts. Boxes? Even better.  more

If You Build It, Will They Really Come? The Stadium Conundrum
Sam Yardley, Two Circles, A Part of ESP Properties Nov 5

If You Build It, Will They Really Come? The Stadium Conundrum

The stadium is the lifeblood of sport—it’s where the magic happens. Rarely a month goes by without new stadium plans being drawn up. The prospect of having an NFL team (or two) back in Los Angeles has kept architects busy at their drawing boards. One L.A. candidate—the City of Champions project in Inglewood—is due to break ground next month. The total cost? Nearly $2 billion. 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.