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Sponsorship News

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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Douglas Elliman And New York Knicks Partner To Present The Next Evolution Of Celebrity Row At Madison Square Garden
NEW YORK – Douglas Elliman Real Estate and the New York Knickerbockers today announced a multiyear marketing partnership that makes New York’s largest residential brokerage the exclusive title partner of Madison Square Garden’s famed Celebrity Row. More >


Team Penske Extends Partnership With The Wurth Group As Sponsor Of The No. 2 Ford In The NASCAR Sprint Cup Series
MOORESVILLE, N.C. – Team Penske has reached a multi-year extension agreement with the Wurth Group to continue as a key partner in the NASCAR Sprint Cup Series (NSCS). Under the terms of the new agreement, Wurth will be a primary sponsor of the No. 2 Team Penske Ford Fusion for three 2015 NSCS races and Wurth will once again serve as an associate sponsor for the balance of the season on the No. 2 Ford. More >


McGladrey Extends Sponsorship Of The McGladrey Classic Through 2020
SEA ISLAND, Ga. – McGladrey LLP, the leading U.S. provider of assurance, tax and consulting services focused on the middle market, which has sponsored The McGladrey Classic since its inception in 2010, has extended its sponsor commitment by five years, through 2020. More >


New Balance Partners With Bareburger In NYC Marathon Promotion
New Balance is teaming up with select Bareburger locations throughout Manhattan, Brooklyn and Queens to celebrate runners flocking to the city. For a limited time only, Bareburger will offer a special “Balance Burger” which is loaded with nutrient packed ingredients to satisfy any runner or spectator. More >


MLB Sponsorship Revenue Totals $695 Million In 2014 Season
Fueled by new deals with Target and Church & Dwight, league and team spending grows 4.8 percent over the 2013 season More (subscription or free trial required) >


Wearable Technology Brands Try On New Sponsorships
Fitbit, Garmin and others use sponsorship to promote new products, demonstrate relevancy and access new sales channels More (subscription or free trial required) >


Autotrader.com Extends Partnership With NBA And Turner Sports
NEW YORK and ATLANTA – AutoTrader.com today announced a multiyear renewal of its partnership with Turner Sports and the National Basketball Association (NBA). As part of the extended agreement, AutoTrader.com will continue its role as the presenting sponsor of “NBA on TNT Premiere Week presented by AutoTrader.com,” “TNT NBA Tip-Off presented by AutoTrader.com,” and all NBA TV pregame shows. More >


Sportlobster Announced As An Official Sponsor Of NFL International Series
The National Football League (NFL) and Sportlobster have today announced the sports social network is an official sponsor of the International Series, as well as the NFL UK and NFL UK Fan Forums, in London. More >


UL Named Title Sponsor For 2016 And 2018 UL International Crown; 2018 Event To Be Held In The Republic Of Korea
SEOUL, Republic of Korea – The Ladies Professional Golf Association (LPGA) announced today that UL (Underwriters Laboratories) will serve as the title sponsor for the UL International Crown in 2016 and 2018. Rich Harvest Farms in Sugar Grove, Ill., will host the 2016 competition from July 18-24, while the 2018 event will be held in the Republic of Korea. More >


Minnesota Wild Announces New Multi-Year Partnership With Bremer Bank
SAINT PAUL, Minn. – The Minnesota Wild has announced a new multi-year partnership with Bremer Bank, which includes entitlement of the Suite Level at Xcel Energy Center. More >

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