For more than 30 years, IEG has provided a unique and unparalleled perspective on sponsorships and partnerships. As the thought-leadership partner of ESP Properties, we continue to shape the industry—defining what’s next, identifying trends and discovering new paths to success through our website, our annual conference, online publications, webinars, trend reports and surveys.
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
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
Five Ways Causes Can Compete in a Digital-First Environment
Last week, YouTube personality and author Hannah Hart launched a new 10-video series sponsored by Subaru. This series is tied to Have a Hart Day (HAHD), a volunteer movement started by the star to bring her motto—“Practice Reckless Optimism”—to life through the good deeds of her subscribers and fans. While Hannah Hart’s original content is largely food-related, she also regularly brings in issue- and cause-related content, ranging from gender and LGBT rights to mental health to animal welfare. more
IEG's latest special report examines the changes roiling the beer category and the new opportunities and challenges created for rightsholders. more
Rugby World Cup 2015 Sponsorship Insights
IEG has created this special section to compile and curate how the six Rugby World Cup Worldwide Partners are bringing their association to life. Each has a robust activation plan, with some including traditional media buys while others stick to digital content extensions and tried-and-true platforms such as trophy tours and ticket promotions. more