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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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Inside The Evolving Pharmaceutical Category
Pharmaceutical companies increase sponsorship activity, but calls to ban direct-to-consumer advertising could impact future spending More (subscription or free trial required) >


Selfeo Launches Sponsorship Push
Smart phone app partners with Roush Fenway Racing and Boston Red Sox to build visibility and drive usage More (subscription or free trial required) >


Champion Power Equipment Continues Partnership with GMS Racing
STATESVILLE, N.C. – Champion Power Equipment will expand their partnership with GMS Racing in 2016, as the primary sponsor of driver Grant Enfinger for select NASCAR Camping World Truck Series events. Champion, a leading supplier of durable engine products, will kick off the season with Enfinger at the historic Daytona (Fla.) International Speedway later this month. More >


Bridgestone Continues As The “Official Tire Of The National Football League” With New Five-Year Extension
Bridgestone Americas, Inc. and the National Football League (NFL) announced today that they have entered into a new five-year sponsorship agreement, reaffirming the world’s leading tire and rubber company as the Official Tire of the NFL. More >


Liverpool FC Launches Partnership With DraftKings
Liverpool FC has signed a global partnership deal with fantasy sports platform, DraftKings, making the brand Liverpool’s Official Daily Fantasy Sports Partner. More >


LPGA Announces Acer’s Renewal as Official Marketing Partner
DAYTONA BEACH, Fla. — The Ladies Professional Golf Association (LPGA) announced today that Acer, a global leader in computers, software and technology services, has renewed as Official Marketing Partner in the LPGA family and will continue as the Official Tablet of the LPGA this tournament season. More >


USA Luge and Dlyte.com Announce February 16, 2016 "Virtual Coffee Drink-Off"
LAKE PLACID, N.Y. — USA Luge and Dlyte set a goal, starting February 16, to get 10,000 fans and supporters to purchase coffee from one of the three national coffee brands carried by Dlyte while simultaneously raising the funds to propel USA Luge's rise as a medal-winning force. The three national retail coffee brands offered by Dlyte are Starbucks, Caribou Coffee and Coffee Bean. More >


NFL Sponsorship Revenue Grows 4.4 Percent In 2015 Season
League and team sponsorship revenue totals $1.2 billion in 2015-2016 season, with the insurance category leading the charge More (subscription or free trial required) >


The Growing Popularity Of B2B Networking Councils
Rightsholders add value by offering access to new sales channels More (subscription or free trial required) >


Eversource to Continue Title Sponsorship of Hartford Marathon and Half Marathon Through 2019
BERLIN & GLASTONBURY, Conn. — The Hartford Marathon Foundation and Eversource announce the extension of the title sponsorship of the Eversource Hartford Marathon and Half Marathon through 2019. The 23rd running of the race takes place October 8, 2016, and is the third year of Eversource’s commitment to the premier Connecticut event, which provided $13.6 million in economic value to the region in 2015. More >

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IEG 2016 Agenda Announced!

See who is speaking and what you will learn in April in Chicago. View the speakers and agenda.