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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.

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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Manchester City FC Join Forces With Vivo Energy In Botswana Following Successful Ivory Coast Collaboration
Barclays Premier League Champions, Manchester City FC, have welcomed Vivo Energy, the company that distributes and markets Shell branded fuels and lubricants across Africa, as the Club’s Official Fuels and Lubricants partner in Botswana. This follows an already successful association between Manchester City FC and Vivo Energy in the Ivory Coast, unveiled at the end of 2014. More >


Athletics: Boston Athletic Association And Abbott Announce Multiple-Year Sponsorship Of The Boston Marathon
BOSTON – The Boston Athletic Association (B.A.A.) today proudly announced the beginning of a robust sponsorship agreement with global healthcare company Abbott to become an Official Sponsor of the Boston Marathon. More >


Pepsico And NBA Announce Landmark Marketing Partnership
NEW YORK – PepsiCo and the National Basketball Association (NBA) today announced a new multiyear marketing partnership, making the food and beverage company an official marketing partner of the NBA, Women’s National Basketball Association (WNBA), NBA Development League (NBA D-League), and USA Basketball beginning next season. More >


Puerto Vallarta Named An HRC’s National Travel Partner For 2015
NEW YORK – The Puerto Vallarta Tourism Board has partnered with the Human Rights Campaign (HRC), America’s largest lesbian, gay, bisexual, and transgender (LGBT) civil rights organization, as the organization’s first national travel partner. More >


Yokohama Tire Corporation Goes Drifting For Fourth Consecutive Season
SANTA ANA, Calif. – Formula Drift is back and so is Yokohama Tire Corporation (YTC). The tire maker is returning for the fourth consecutive season, which starts April 10-11 in Long Beach, California. YTC is partnering with three drivers this year, including 2013 Formula Drift champion Michael Essa, along with Masashi Yokoi and Matt Field. All three drivers will compete on YTC’s ADVAN Neova AD08R tires. More >


How Mizuno Uses Social Media To Promote Brand Purpose
Ahmet Abaci, vice president of brand marketing and management, discusses the sporting goods company’s “What If Everybody Ran” campaign at IEG 2015 More (subscription or free trial required) >


NFL Sponsorship Revenue Totals $1.15 Billion In 2014 Season
Spending on the NFL and its 32 teams rises 7.8 percent, nearly double the 4.2 percent increase in the overall sponsorship industry More (subscription or free trial required) >


Ziploc Brand Launches its Latest Innovation – Easy Open Tab Bags
RACINE, Wis. – There’s no question about it; being a mom is tough work. Ziploc brand knows that occasionally even the toughest moms could use a little help, so they created new Ziploc brand bags with Easy Open Tabs – the same quality bags consumers have come to expect from Ziploc brand with an ergonomic tab, making them easy to grip and open. More >


Cosmos Team Up With Skinnypizza
NEW YORK – The New York Cosmos announced today that the team has partnered with SkinnyPizza. SkinnyPizza will become the Cosmos’ Official Pizza and an Official Restaurant Partner. As per club policy, terms of the deal were not disclosed. More >

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