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Sponsorship News

Fresh industry information is crucial to your decision-making and priority setting. Count on IEG for the latest sponsorship news to stay current on brands and properties—their new partnerships, activations, renewals and more.

In addition to keeping you updated with breaking news, our cumulative News database gives you a searchable resource of sponsorship activity for quick research into brands or properties.

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Tudor, Tequila Patrón Teaming With Toyota Grand Prix Of Long Beach To Maximize Fan Enjoyment
LONG BEACH, Calif. – The Tequila Patrón Sports Car Showcase will again be a fan-favorite race at the 41st Toyota Grand Prix of Long Beach, April 17-19. More >


Athletics: BellStores Partners With Pro Football Hall Of Fame Marathon As Presenting Sponsor
CANTON, Ohio – BellStores has partnered with the Pro Football Hall of Fame Marathon as the Presenting Sponsor in a multi-year agreement beginning with the 2015 marathon, half marathon, and team relay scheduled for Sunday April 26th, 2015. More >


Colorado Rapids Sign New Jersey Sponsorship Deal With Financial Services Company Transamerica
The Colorado Rapids will look a little bit different when they hit the field against New York City FC on Saturday, with the club announcing on Wednesday that it has signed a jersey sponsorship agreement with Transamerica that will see the financial services company’s logo placed on the front of the Rapids’ uniforms. More >


Skechers Performance Signs As Official Shoe Sponsor For Six Race 13.1 Events In 2015
RALEIGH, N.C. – Race 13.1 is pleased to announce that Skechers Performance is the Official Shoe Sponsor for six Race 13.1 events, which will take place throughout North Carolina in 2015. As the official sponsor, Skechers Performance will have representatives at each race allowing runners to try on Skechers Performance footwear and will offer discounts on select styles for Race 13.1 runners. Additionally, Skechers Performance footwear will be awarded to the overall male and female winners of each of the six Race 13.1 events. More >


Toyo Tires Teams Up With Tough Mudder
CYPRESS, Calif. – Known for toughness and durability on the road, on the track and in the dirt, Toyo Tires is now the Official Tire of Tough Mudder. Probably the Toughest Event on the Planet, Tough Mudder is a team-oriented 10-12 mile obstacle course designed to test physical strength and mental grit. An emphasis is placed on team building and camaraderie rather than individual prowess. Each event allows participants to experience exhilarating, yet safe, world-class obstacles they won't find anywhere else. More >


Garmin Announces Sponsorship Of Red Bull X-Alps Adventure Race
OLATHE, Kan. – Garmin International Inc., a unit of Garmin Ltd., today announced a sponsorship of the Red Bull X-Alps adventure race as the official partner, providing action cameras, GPS watches and GPS handhelds. Beginning July 5, 2015, athletes from across the globe, including Garmin-sponsored athletes Paul Guschlbauer and Tom De Dorlodot, will use fēnix 3 multisport watches, GPSMAP 64 handhelds and VIRB action cams as they take on the 1,000km route through the Alps from Salzburg, Austria to Monaco by foot and paraglider. More >


Singapore Airlines becomes Official Airline Partner Of The Sauber F1 Team
HINWIL – The Sauber F1 Team is pleased to announce Singapore Airlines as Official Airline Partner. Singapore Airlines is the most awarded airline worldwide, and was the first carrier worldwide to fly the Airbus A380 in 2007. More >


Kaenon Joins USA Water Polo As Official Sunglass Sponsor Through 2016 Olympic Games
Huntington Beach, Calif. – Kaenon, the Southern California-based maker of lifestyle and performance polarized sunglasses, announces its partnership with the National Governing Body for water polo in America, USA Water Polo, Inc (USAWP). Effective immediately, Kaenon is USAWP's exclusive sunglass sponsor and the joint partnership will run through the 2016 Olympic Games. More >


Rolex & PGA TOUR Extend Multifaceted Sponsorship 11 Years
PONTE VEDRA BEACH, Fla. – The PGA TOUR and Rolex today announced an 11-year extension of Rolex’s broad sponsorship involvement with the TOUR that includes Official Marketing Partner designation and significant support of high-profile international events, including the World Golf Championships, The Presidents Cup, and World Cup of Golf. More >


Music To My Ears: Chip Ganassi Racing To Expand Sound Garage
Motorsports team gains 41.1 million Twitter impressions and 1.02 million Instagram impressions as a result of social media-based concert More (subscription or free trial required) >

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