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Information & Resources

IEG’s information services encompass a wide range of offerings, including the oldest, largest and most prestigious sponsorship conference in the world; the “industry Bible” IEG Sponsorship Report; sponsorship fundamentals and advanced tools taught in online training webinars; and the invaluable IEG Marketplace, an online guide to sponsors, properties and industry services.

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In-Depth Sponsorship Analysis


The Big Bang Theory: How Coke Uses Collisions To Drive Growth
Beverage giant combines traditional and nontraditional partnerships to reach new audiences and bring meaning to its brands More >


Soft Drink Brands Use Sponsorship to Create Shared Value
Soft drink marketers maximize value by connecting properties and consumers in nontraditional ways More >

More from IEG Sponsorship Report on IEGSR.com

Sponsorship Events & Training


Masters Series: Advanced Sponsorship ROI: Meaningful Metrics
Meaningful sponsorship measurement begins by understanding that sponsorship is not advertising and cannot be evaluated using media-centric constructs like reach, frequency and efficiency. More >


Maximizing the True Worth of Sponsorships
Sponsorship’s real value lies in passion and engagement. And that is where properties and their sponsors should focus their efforts to obtain maximum value. More >

More sponsorship events & training

Sponsorship Publications & Resources

Books & Digital Products

Strategy Briefings

Articles and Guides