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Latest Thinking

Sponsorship Thought Leadership

From blog posts on current topics and important sponsorship issues to strategy papers that deliver unmatched thought leadership, IEG shares its provocative insights, analysis and results.

 

Sponsorship Blogs

After Sochi: What Other Properties Can Learn from the Olympic Games
Julie Minnick Mar 14

After Sochi: What Other Properties Can Learn from the Olympic Games

The Olympics and sponsorship are synonymous. Every two years we get to see the heavy hitters of the brand world showcase their Olympic sponsorships and deliver some great marketing campaigns, e.g., P&G’s Thank You Moms Campaign. But is there any relevance in that activity for smaller properties? more

 
Olympic Sponsor Results Reveal Big Research Gaps
Kristen Pelachyk Mar 5

Olympic Sponsor Results Reveal Big Research Gaps

As agencies and consultancies across the globe (IEG included) continue the important process of analyzing data to determine if their activation strategies were a success and quantify their Olympic sponsor clients’ returns on investment, reports have hit the media regarding “who won” in Sochi. more

 

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Sponsorship Strategy Briefings

 Business Technology: A Sponsorship Category Update

Business Technology: A Sponsorship Category Update

This IEG special report—examining sponsorship activity, spending, trends and activation elements—reveals why and how companies such as IBM, HP, Cisco and SAP are formulating entirely new sponsorship strategies and what that means for their current and prospective partners, competitors and fellow sponsors as they look to secure additional and more valuable rights and benefits from properties. Read Now

 

Sponsorship Infographics

 Music Sponsorship Spending To Total $1.34 Billion In 2014 [INFOGRAPHIC]

Music Sponsorship Spending To Total $1.34 Billion In 2014

Music provides an unparalleled platform to engage consumers through a key passion point. View Infographic

 
 NFL Sponsorship Revenue Totals $1.07 Billion in 2013 Season [INFOGRAPHIC]

NFL Sponsorship Revenue Totals $1.07 Billion in 2013 Season

A fervent fan base, broad reach and year-round marketing platforms continue to make the NFL a go-to platform for corporate marketers. View Infographic

 

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Sponsorship Point of View

Compilations of a variety of insights, viewpoints and data related to the hottest sponsorship topics.
 

See How We Help

Minnesota Twins
Sponsorship Consulting Sponsorship Valuation

 

See how we helped the Minnesota Twins to forge a successful naming-rights sales strategy for the team’s new stadium. Read >

Orange Bowl Committee
Sponsorship Consulting

 

See how we expanded the scope of the Orange Bowl Committee’s sponsorship potential by demonstrating the value of its non-game events and assets, as well as packaging benefits for maximum revenue generation. Read >

 

More client results

Sponsorship Articles and Guides