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.

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Palm Springs Art Museum Announces Sponsorship Marketing Initiative and Four New Sponsors
PALM SPRINGS, Calif. – Palm Springs Art Museum recently launched a new institution-wide corporate sponsorship marketing initiative and is pleased to announce its new sponsors for the 2017 season: Eisenhower Medical Center, Provident Bank, Rapport International Furniture and Renova Solar. More >


Drink It Up: Three Sponsorship Trends In The Beer Category
Nonexclusive deals, unique experiences and proprietary events rise to the fore in the beer category More (subscription or free trial required) >


How Heineken Uses Sponsorship To Drive Global Growth
Heineken’s Hans Erik Tuijt discusses the beer giant’s foray into Formula 1, the company’s evolving activation strategy and other topics More (subscription or free trial required) >


How Sun Life Is Using Sponsorship To Shine A Light On Good Deeds
Financial services company finds success using sports to promote philanthropic initiatives More (subscription or free trial required) >


Where Beer Companies Spend Money
Sponsorship spending and key deals in the beer category More (subscription or free trial required) >


Total Energy in BWF Major Events until 2021
ZUG, Switzerland — The Badminton World Federation (BWF) and the energy giant have agreed a partnership extension, confirming Total’s title sponsorship of BWF’s flagship tournaments beyond the initial three-year deal which concludes next year. More >


MasterCard Extends Sponsorship of Arnold Palmer Invitational
PONTE VEDRA BEACH, Fla. and PURCHASE, N.Y. – MasterCard, the PGA TOUR and Arnie’s Army Charitable Foundation today announced an extension of MasterCard’s sponsorship of the Arnold Palmer Invitational presented by MasterCard through 2020. MasterCard has been the presenting sponsor of the tournament since 2004. More >


Skechers Performance Los Angeles Marathon Welcomes Hyundai Motor America as Official Automotive Partner
LOS ANGELES – The Skechers Performance Los Angeles Marathon today announced a new partnership with Hyundai Motor America, with the car brand becoming the Official Automotive Partner of the March 19th race. The deal includes a wide range of race week activations through which runners and spectators will have the opportunity to experience Hyundai’s newest model, the Ioniq. More >


Sahara Force India Signs Partnership Agreement with BWT
Sahara Force India takes on a brand new look this year following the signing of a partnership agreement with Europe’s No. 1 water technology specialists, BWT. More >


Toyota Moves Toward PyeongChang
TORRANCE, Calif. – Toyota is strengthening its lineup of Team USA relationships as the company moves toward the Olympic Winter Games PyeongChang 2018, its first as an International Olympic Committee The Olympic Partner (TOP) sponsor. More >

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