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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Fiat Professional Becomes The Title Sponsor Of The MXGP Of Belgium
MONACO — After a successful collaboration with Fiat Professional as the title sponsor of the FULLBACK MXGP of Great Britain and the FULLBACK MXGP of Lombardia-Italy, Fiat Professional will serve the same role for the MXGP of Belgium. More >


Roush Fenway Announces ‘Mega Gnarly’ Multi-Year Extension with SunnyD
INDIANAPOLIS — You will find no ‘purple stuff’ in the No. 17 team’s cooler at Roush Fenway Racing, as the team has announced a multi-year extension with SunnyD as a primary partner on the No. 17 NASCAR Sprint Cup Series Ford with driver Ricky Stenhouse Jr. More >


RBC Extends Commitment to RBC Canadian Open and RBC Heritage
OAKVILLE, Ontario — The PGA TOUR, RBC, Golf Canada and the Heritage Classic Foundation jointly announced today that RBC has signed six-year extensions as title sponsor of both the RBC Canadian Open and RBC Heritage. The new agreements take effect in 2018 and run through 2023. More >


The Columbia Bank to Serve as Official Bank of Baltimore Running Festival
ELKRIDGE, Md. — Corrigan Sports Enterprises announced today The Columbia Bank will serve as the official bank of the Baltimore Running Festival and as CSE’s new corporate banking partner. More >


USA Basketball Announces Full Slate Of Partnership Activities For This Summer
COLORADO SPRINGS, Colo. – USA Basketball will join various partners during an eventful summer schedule to provide fans unique experiences, content, and offerings throughout the USA Basketball Men’s and Women’s National Team training camps and USA Basketball Showcase presented by Verizon. More >


Checking In On Southwest’s Sponsorship Strategy
Carrier doubles down on surprise and delight experiences, moves away from in-kind deals More (subscription or free trial required) >


How Sponsorship Fits The Bill For New Era
Headwear maker signs multiyear deal with the L.A. Live entertainment district, the latest tie in the company’s growing sponsorship portfolio More (subscription or free trial required) >


How The Arizona Diamondbacks Are Benefiting From The Dog Days Of Summer
Diamondbacks find success with PetSmart Patio, prompting the team to consider a larger program in 2017 More (subscription or free trial required) >


Alfa-Bank Unveiled as First-ever Regional Supporter for the FIFA World Cup
Russia’s Alfa-Bank was announced today as the first FIFA World Cup Regional Supporter during an event in Moscow, marking an important milestone in FIFA’s commercial strategy More >


Manchester United Announces Partnership With Virgin Money
Virgin Money is Manchester United's new financial services partner in the UK, in an alliance that brings together two innovative industry leaders. More >

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