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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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Category Overview: Soft Drinks
Sponsorship spending, objectives and top deals in the soft drink category More (subscription or free trial required) >


Soft Drink Brands Use Sponsorship to Create Shared Value
Soft drink marketers maximize value by connecting properties and consumers in nontraditional ways More (subscription or free trial required) >


The Big Bang Theory: How Coke Uses Collisions To Drive Growth
Beverage giant combines traditional and nontraditional partnerships to reach new audiences and bring meaning to its brands More (subscription or free trial required) >


Hero MotoCorp, World’s Largest Manufacturer Of Two-wheelers, Becomes Title Sponsor Of The Hero World Challenge
ORLANDO, Fla. – The Tiger Woods Foundation and Tavistock Group today announced India-based Hero MotoCorp, the world’s largest manufacturer of two-wheelers, will become the title sponsor of the Hero World Challenge, beginning this year. More >


Penn Mutual, United World Sports And NBC Sports Group Announce Title Sponsorship Of Collegiate Rugby Championship And Varsity Cup Rugby Championship
HORSHAM, Pa. – The Penn Mutual Life Insurance Company, United World Sports and NBC Sports Group have announced a three-year title sponsorship for the Collegiate Rugby Championship, the largest Rugby 7s (7 players a side) collegiate rugby championship in the United States. More >


Rheem Announces CWTS Sponsorship Of Ron Hornaday
ATLANTA – Rheem announced today the sponsorship of Ron Hornaday for two NASCAR Camping World Truck Series races in 2014. Rheem will be the primary sponsor for the four-time NASCAR champion for the Sept. 27 race in Las Vegas and Oct. 31 race in Texas. More >


Demi Lovato Is Back On The Road with The Radiant Collection For Her World Tour
CINCINNATI – When it comes to owning a distinct style, nobody does it better than multi-talented, platinum-selling recording artist and fashionista Demi Lovato. That’s why The Radiant Collection, from Procter & Gamble’s (P&G) leading feminine protection brands Always and Tampax, has hit the road with Demi as a sponsor of the Demi World Tour. More >


Gatorade Endurance And IRONMAN Announce Multi-Year Partnership For U.S. Series
TAMPA, Fla./CHICAGO, Ill. — Gatorade Endurance, an elite line of sports fueling products from Gatorade for endurance athletes, and IRONMAN, the largest participation sports platform in the world, today announced a multi-year partnership that will provide IRONMAN and IRONMAN 70.3 triathlon competitors Gatorade Endurance Formula on U.S. race courses beginning in 2015. More >


Checking In On The Hotel Category
Hotels double down on sponsorship to gain a point of differentiation as occupancy rates return to pre-recession levels More (subscription or free trial required) >


Cirque du Soleil Breaks New Ground With Avatar Production
Theatrical producer sells sponsorship to individual show for the first time due to the worldwide popularity of the 2009 science fiction film More (subscription or free trial required) >

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