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 >

May 20 – IEG SR PREMIUM CONTENT

Best Practices: Selling New Events
Sellers share tips, tactics and strategies on how inaugural events can capture the attention of prospects and close new deals More (subscription or free trial required) >

May 20 – IEG SR PREMIUM CONTENT

Inside Roush Fenway Racing’s New Sponsorship Strategy
NASCAR team gains traction by offering turnkey activation programs that move the marketing needle More (subscription or free trial required) >

May 20 – IEG SR PREMIUM CONTENT

Pennzoil Sees Success From Tim McGraw Partnership
Motor oil brand extends partnership into year two after seeing a lift in product preference and brand affinity More (subscription or free trial required) >

May 20

Porland Trail Blazers Receive 2013 NBA Team Sponsorship Activation Of The Year Award
NEW YORK – The Portland Trail Blazers were presented the 2013 NBA Team Sponsorship Activation of the Year Award by the National Basketball Association (NBA) at its annual Sponsorship Workshop in Los Angeles last week. More >

May 15

D.C. United And DC Brau Collaborate To Create DC’s Only Team-Specific Beer
WASHINGTON D.C. – D.C. United, in collaboration with DC Brau Brewing Company, LLC, today announced that DC Brau will brew a limited edition D.C. United specific beer – the only one of its kind in the DC sports world. More >

May 15

Pillow Pets To Partner With Bayne; “Welcome Home Troops”
CONCORD, N.C. – Roush Fenway Racing has announced a multi-race partnership with Pillow Pets. The leader in plush toys will serve as the primary sponsor on Trevor Bayne’s No. 6 Ford Mustang in the May 25th Nationwide Series race at Charlotte Motor Speedway. More >

May 14

Michigan National Guard Sponsors NCWTS Race At MIS
BROOKLYN, Mich. – The Michigan National Guard is proud to announce the continuation of its partnership with Michigan International Speedway to include the sponsorship of the August 2013 truck race, the Michigan National Guard 200. More >

May 13

Brick Brewing Co. Limited: Seagram Coolers Sponsor Canada's Premiere Country Music Festival
KITCHENER, Ontario – Seagram Coolers today proudly announced its exclusive malt cooler sponsorship of Boots and Hearts, Canada's premiere country music festival, taking place at Canadian Tire Motorsport Park in Bowmanville from August 1- 4th 2013. More >

May 13 – IEG SR PREMIUM CONTENT

Continental Tire Scores With Soccer
Tire manufacturer builds awareness and preference as a result of Major League Soccer sponsorship, prompting new tie with U.S. Soccer More (subscription or free trial required) >

May 13

Fuzzy's Ultra Premium Vodka Celebrates Indy 500 With 'Checkered Flag' Limited Edition Bottle
INDIANAPOLIS – Fuzzy’s Ultra Premium Vodka has unveiled the Checkered Flag Limited Edition bottle for its award-winning spirit to commemorate its involvement with the Indianapolis Motor Speedway, the Indianapolis 500 Mile Race and INDYCAR. More >