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.

Learn more about IEG > Work with IEG >

The Start of a Supercalifragilistic Partnership Between Tangerine and the Festival Juste Pour Rire
MONTREAL – The Just For Laughs Group is proud to announce the launch of a new 3-year partnership with Tangerine as the official bank of Montreal’s Festival Juste pour rire. More >


Checking In On Marriott’s Buzz Marketing Strategy
Jennifer Utz, vice president of buzz marketing and partnerships, discusses Marriott’s sponsorship strategy at IEG 2016 More (subscription or free trial required) >


Inside The Evolving Hotel Category
Hotels increase use of sponsorship to reach millennial travelers and access one-of-a-kind experiences for loyalty program members More (subscription or free trial required) >


Toyota Signs Multi-Year Extension with Sonoma Raceway
SONOMA, Calif. – Toyota Motor Sales, U.S.A. and the Northern California Toyota Dealers have signed a multi-year agreement to continue as co-title sponsor of the annual NASCAR Sprint Cup Series race at Sonoma Raceway, officials announced today. More >


New York Jets Announce Porsche As The Team’s Official Sports Car And Luxury Vehicle
NEW YORK – The New York Jets today announced a new multi-year partnership with Porsche Cars North America, Inc. The agreement marks Porsche’s first NFL partnership and first exclusive sports sponsorship in major U.S. sports. Porsche is the official sports car and luxury vehicle of the New York Jets. More >


Tokyo 2020 Welcomes Nissin Foods Holdings Co., Ltd. as an Official Partner
The Tokyo 2020 Organising Committee today welcomed Nissin Foods Holdings Co., Ltd. as a Tokyo 2020 Official Partner, the second domestic tier of the Tokyo 2020 Sponsorship Programme. More >


NHTSA Returns as Title Sponsor of NASCAR Pole Day in Sonoma
SONOMA, Calif. — Sonoma Raceway and the National Highway Traffic Safety Administration (NHTSA) will highlight the importance of tire safety during the wine country facility’s NASCAR Sprint Cup Series weekend, June 24-26. More >


Fair And Festival Sponsorship Spending To Total $878 Million In 2016
Spending is expected to rise just 2.1 percent in 2016, trailing sports, causes and every other property segment More (subscription or free trial required) >


US Lacrosse Posts Double-Digit Increase In Sponsorship Revenue
National governing body sees success replacing one-off sponsorships with year-round partnerships More (subscription or free trial required) >


adidas and German Football Association Extend Partnership Until 2022
PARIS/FRANKFURT/HERZOGENAURACH – One of the longest and most successful partnerships in sport continues: Today, the German Football Association (DFB) and adidas officially announced the extension of their long-term partnership. More >

 |<  < 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10  >  >| 

NEW Sponsorship Webinar

How technology is changing and improving the game for rightsholders & sponsors. Register now