Whitepapers

 Auto Category Update

Auto Category Update

ESP’s latest report examines major changes in the auto industry and their impact on automakers’ sponsorship activity. More

 
 Insurance Category Update

Insurance Category Update

ESP’s latest in-depth look at one of the most active sponsorship categories examines trends, objectives and spending by the major players in property and casualty insurance. More

 
 What Sponsors Want and Where Dollars Will Go in 2017

What Sponsors Want and Where their Dollars Will Go in 2017

Results of the IEG/ESP Properties Sponsorship Decision-Makers Survey and our annual sponsorship spending review and forecast provide guidance on 2017 priorities for rightsholders and brands. More

 
 Top Sponsors Report

Top Sponsors Report

ESP’s annual look at who spends the most on sponsorship identifies the most active companies and categories and how much they allocate to partnerships. More

 
 Hotels & Sponsorship

Hotels & Sponsorship

IEG’s latest special report looks at how sharing-economy competitors and merger activity are influencing the category. More

 
 Healthcare Sponsorship

Healthcare Sponsorship

IEG’s latest special report examines how changes in the marketplace are impacting partnerships on behalf of health insurers, hospitals, pharmaceutical companies and others. More

 
 Telecommunications Sponsorship

Telecommunications Sponsorship

IEG’s latest special report examines how the need for content has surpassed all other objectives for wireless service providers. The report looks at the sponsorship portfolios of the four largest U.S. wireless companies, while also offering detailed information on noteworthy deals and activations. More

 
 What Sponsors Want and Where Dollars Will Go in 2016

What Sponsors Want and Where their Dollars Will Go in 2016

IEG’s latest briefing not only breaks down spending figures among different sectors and global regions, but provides actionable recommendations for taking advantage of technology and other measures to deliver powerful sponsorships that offer real value to partners. More

 
 Beer Sponsorship

Beer Sponsorship

IEG's latest special report examines the changes roiling the beer category and the new opportunities and challenges created for rightsholders. More

 
 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. More

 
 Supermarkets: A Sponsorship Category Update

Supermarkets: A Sponsorship Category Update

The time is right for partnerships between supermarket chains and properties, particularly those with a local focus. The way consumers shop for food has changed and traditional grocers have felt the squeeze. They are turning to sponsorships—and the exclusive benefits and promotional platforms they offer to provide an important differentiator from the competition. More

 
 Sponsorship Spending Report: Where The Dollars Are Going And Trends For 2015

Sponsorship Spending Report: Where The Dollars Are Going And Trends For 2015

IEG’s latest briefing not only breaks down spending figures among different sectors and global regions, but provides actionable recommendations for taking advantage of technology and other measures to deliver powerful sponsorships that offer real value to partners. More

 
 Property Sector Spending Report

Property Sector Spending Report

This report compiles our 2014 intelligence on golf, NFL, MLB, NBA, tennis, NHL, music, music festivals and the arts. The report provides brands and rightsholders with a snapshot of how much sponsors are spending in each segment, annual growth rates and who the most active categories and companies are. More

 
 Telecom: A Sponsorship Category Update

Telecom: A Sponsorship Category Update

This report contains a summary of the latest trends in telecom sponsorship and overviews of the portfolios and strategies of the big four U.S. telecommunications brands: AT&T, Verizon, Sprint and T-Mobile. More

 
 Soft Drinks: A Sponsorship Category Update

Soft Drinks: A Sponsorship Category Update

As the category that is home to sponsorship’s two biggest spenders, soft drinks have long been looked to by other industries for innovations in partnership activation, selection and measurement. More

 
 Retail Banks: A Sponsorship Category Update

Retail Banks: A Sponsorship Category Update

Although it took until 2012 for bank sponsorship spending to reach and surpass pre-recession levels, both large and small financial institutions have been steadily increasing investments in sponsorship to acquire new customers, reward existing clients and demonstrate community involvement. More

 
 IEG’s Long-range Weather Forecast for Causes

IEG’s Long-range Weather Forecast for Causes

IEG recently conducted in-depth interviews with many leading health-related nonprofits to assess the state of cause sponsorship--including progress that has been made, challenges that remain and what needs to be done to keep moving forward. More

 
 IEG Survey Results: The State of Association Sponsorship

IEG Survey Results: The State of Association Sponsorship

IEG’s most recent survey of associations reveals many positive developments related to sponsorship, most dramatically that 75 percent of respondents reported an increase in partnership revenue last year. The survey also examines how associations approach sponsorship. More

 
 Auto Manufacturers: A Sponsorship Category Update

Auto Manufacturers: A Sponsorship Category Update

Our latest special report explores sponsorship activity, spending, trends and activation elements in the auto category, including how the top ten spenders - from GM at $266 million to Honda at $36 million - are partnering with rightsholders to accomplish multiple objectives such as reaching new audiences and gaining consideration. More

 
 Sponsorship Decision-makers Study Highlights What Sponsors Want

Sponsorship Decision-makers Study Highlights What Sponsors Want

The 14th annual IEG/Performance Research Sponsorship Decision-makers Survey yields actionable insight into what corporate marketers expect from their sports, entertainment, cause, event and association partnerships. More

 
 Updating The Menu: Sponsorship's New Benefits

Updating The Menu: Sponsorship’s New Benefits

This briefing spotlights the seven critical sponsorship benefits that sponsors should require and rightsholders must provide if they want to find success in today’s marketplace by connecting with audiences, consumers and customers. More

 
 Winning With Sports

Winning with Sports

Successfully transforming sports assets into value-enhancing, consumer-focused innovations that build communities and unlock the human spirit, requires a deeper understanding of customers, increased agility, new analytics and the ability to harvest ideas from a more global and diverse network. More

 
 Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win

Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win

The latest strategy paper from IEG identifies an important shift in the way smart marketers perceive sponsorship’s role in building brands. Specifically, the paper explores two critical questions sponsors must ask: What will our partnerships produce? and What can our sponsorships spotlight? And it concludes with five steps that will lead to sponsorship success in today’s new marketing landscape. More

 
 Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

This sponsorship strategy white paper from IEG Consulting introduces the concept of Meaningful Marketing, a new approach to building more significant, long-term and sustainable partnerships between the business and not-for-profit sectors. More

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

Invest, Don't Buy: A Smarter Way to Sponsor

Stop Buying Sponsorships — Start Investing in Partnerships. In our new sponsorship strategy paper, IEG Consulting Group demonstrates why it is time to change your approach to sponsorship. More

 

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