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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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Thorntons Is Teaming Up With KDF For The 2015 Great Bed Races
January 27, 2015 Louisville, KY. This year’s Great Bed Races moves into high gear with Thorntons as the new title sponsor. Set for Monday, April 27, at Broadbent Arena, more than 40 teams are expected to race their decorated beds on wheels around the figure-eight course. Team registration is now open online at www.kdf.org. More >


Wakeham & Associates Marketing, Inc. Secures Official Vehicle Sponsorship Agreement For Shaw Centre, Ottawa
TORONTO, ON – Wakeham & Associates Marketing, Inc. today announced that Mark Motors of Ottawa will become the “Official Vehicle” sponsor of the Shaw Centre for a five-year term. As part of this exciting new business relationship, Mark Motors will have the right to display up to four of the latest Audi and Porsche vehicles in the Shaw Centre. More >


Digital Trends To Watch In 2015
Mobile and social engagement to take center stage in the New Year, with WhatsApp, Snapchat and other apps playing a starring role More (subscription or free trial required) >


Discover Doubles Down On NHL Activation In The Wake Of Orange Bowl Departure
Credit card company places more focus on unique experiences, such as the opportunity to work with an equipment manager at the NHL All-Star Skills Competition More (subscription or free trial required) >


How ANZ Banks On Sponsorship To Build Recognition And Drive Preference
Louise Eyres, ANZ Group GM marketing, talks about the bank’s holistic approach to sponsorship, Australian Open activation and other topics More (subscription or free trial required) >


Kaiser Permanente Partners With The NBA To Promote Health Message
Health care provider builds on ties with the Golden State Warriors and Sacramento Kings, with additional team deals expected More (subscription or free trial required) >


MasterCard Brings Contactless Payment To The PGA Tour
Payment processor to debut Apple Pay at the Waste Management Phoenix Open, with additional tournaments to follow More (subscription or free trial required) >


Hewlett-Packard Becomes Partner Of The Sauber F1 Team
HINWIL, Switzerland – The Sauber F1 Team is pleased to announce Hewlett-Packard as Promotional Partner. Hewlett-Packard is one of the largest technology companies worldwide. More >


Ford Trucks Signs Multi-year Agreement With The PBR Leading 10 Other Partnership Renewals In 2015
PUEBLO, Colorado – After enjoying 12 years as the title sponsor of the Professional Bull Riders (PBR) elite Built Ford Tough Series (BFTS), Ford Trucks has signed a new, multi-year agreement with the world’s premier bull riding circuit. More >


Kelley Kronenberg Announces Partnership With Professional Triathlete And South Beach Resident Leanda Cave
FORT LAUDERDALE, Fla. – Kelley Kronenberg, a national full-service law firm, announced a new partnership with triathlete Leanda Cave, the 2012 World Champion in the full and half Ironman distance. More >

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