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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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KitchenAid Expands its Relationship with the PGA of America through 2024, becomes Title Sponsor of the Senior PGA Championship
BENTON HARBOR, Mich. – KitchenAid, a premium brand of Whirlpool Corporation, has expanded its partnership with the PGA of America to become the title sponsor of the Senior PGA Championship, the most historic and prestigious event in senior golf. More >


Roush Fenway Racing Announces Multi-Year Extension with Fastenal
CONCORD, N.C. – Roush Fenway Racing has secured a multi-year partnership extension with primary partner the Fastenal Company that will continue Fastenal’s position as the anchor partner of the No. 17 NASCAR Sprint Cup Series team and driver Ricky Stenhouse Jr. As part of the extension, Fastenal will also increase the number of its primary races in 2017 and beyond. More >


Transperfect Named Official Translation and Interpretation Provider of the LPGA
DAYTONA BEACH, Fla. – The Ladies Professional Golf Association (LPGA) announced today that it has selected TransPerfect as its official provider of translation and interpretation services. TransPerfect will provide document translation and interpretation services to facilitate the tour’s communications with its members, partners, players as well as to help promote the tour and its players in markets abroad. More >


Alliance Health is a Proud Premier Sponsor of the American Diabetes Association's Tour de Cure
SOUTH JORDAN, Utah – On Saturday, June 11, 2016, Alliance Health and its corporate team of over thirty riders will be participating as the Premier Red Rider sponsor for the Tour de Cure Utah bike ride and 5K in Brigham City. More >


Heineken Continues To Build Global Soccer Presence As Presenting Sponsor Of International Champions Cup
WHITE PLAINS, N.Y. – Today, Heineken announced it will become the presenting sponsor and official beer of the International Champions Cup (ICC), the premier pre-season soccer tournament that brings the world's best clubs to the United States. More >


Association of Zoos And Aquariums Secures New Partners By Promoting Animal Conservation
Association secures more than $300,000 in revenue by bundling local assets into a national sponsorship platform More (subscription or free trial required) >


NHL Sponsorship Revenue Climbs 6.7 Percent In 2015-2016 Season
Anheuser-Busch overtakes Enterprise as most active non-endemic, while quick-service restaurants maintain status as most active category More (subscription or free trial required) >


The Most Active Companies And Categories Sponsoring European Soccer
Coca-Cola is the most active sponsor of European soccer, while beer is the most active non-endemic category More (subscription or free trial required) >


PwC Announce Sponsorship Renewal With IRFU
PwC is delighted to announce that, following 10 years of support, they will renew their sponsorship of the IRFU for another four years. As part of the partnership, PwC continue as the official sponsors of the Ireland Under-20, Under-19 and Under-18 teams. More >


Barça And NIKE Extend Their Agreement
FC Barcelona and NIKE, Inc. have extended their current sponsorship deal, which was due to end on 30 June 2018. The long-term agreement is a landmark in global football and builds upon a highly successful partnership. The details of the agreement will be reported and will have to be ratified at the next Club General Assembly. More >

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