Latest Thinking

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 Strategy Blogs

Lesa Ukman May 21
What We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.More >

Jim Andrews Apr 29
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 >

Sponsorship Intelligence

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.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships Read Now >

A Sponsorship Measurement Solution: Applying Marketing Science to Evaluating Performance Read Now >

Growing Up: The Evolution of Association Sponsorships Read Now >

Invest, Don’t Buy: A Smarter Way to Sponsor Read Now >

See How We Help

Grupo Modelo – Corona
Sponsorship Consulting

See how we helped Grupo Modelo, the brewer of Corona, tap into the true value of its sponsorship portfolio. Read >

Professional Convention Management Association
Sponsorship Consulting

See how we helped the PCMA align its sponsorship program with the needs of corporate partners, streamline internal resources and realize an astounding increase in partner revenue. Read >

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