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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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Annexus Becomes Suns Apron Courtside Signage Partner
PHOENIX – The Phoenix Suns and Annexus have agreed to a multi-year partnership extension with the addition of Annexus as the team’s apron signage partner. As such, the Annexus logo now appears in front of both the home and away team benches, on the Suns main court. More >


Bit-O-Honey To Appear On Chris Buescher’s No. 60 Mustang At Texas Motor Speedway
CONCORD, N.C. – Just in time for Halloween, Chris Buescher’s No. 60 Roush Fenway Racing Ford Mustang will carry the Bit-O-Honey colors this weekend in Saturday’s NASCAR Nationwide Series (NNS) race at Texas Motor Speedway. More >


Northrop Grumman Announced As Presenting Sponsor Of The American Veterans Center Honors Broadcast
WASHINGTON – The American Veterans Center (AVC) is proud to announce that the Northrop Grumman Corporation will serve as the presenting sponsor of the AVC Honors program on Nov. 8 at the Mayflower Hotel in Washington, D.C. This event honors military heroes from conflicts ranging from WWII to Afghanistan, where all demonstrated valor, honor and sacrifice above and beyond the call of duty. More >


Kia Motors And NBA Expand Partnership With New Multiyear Agreement
NEW YORK – The National Basketball Association (NBA) and Kia Motors America, Inc. (KMA) today announced a new multiyear extension of their marketing partnership, which began in 2008. In addition to continuing to serve as the league’s Official Automotive Partner, Kia also now is recognized as the Official Luxury Vehicle of the NBA, following the recent introduction of the brand’s modern and elegant K900 rear-drive luxury sedan. More >


The Charmed Life: Jewelry Companies Set New Sponsorships
Pandora and Alex and Ani double down on sponsorship to promote licensed product and access new sales channels More (subscription or free trial required) >


Where Your New Sponsors Will Come From In 2015
Consumer audio products, cable TV networks and other categories that represent prime prospects for the upcoming year More (subscription or free trial required) >


BBVA Teams Up With NBA On New Multiyear Agreement
NEW YORK and MADRID – The NBA and BBVA today announced a multiyear extension of their marketing partnership, cementing the global financial services group’s role as Official Bank of the NBA, the Women’s National Basketball Association (WNBA), and the NBA Development League (NBA D-League). More >


NIVEA MEN Signs Deal As Presenting Sponsor Of The FXFL
WILTON, Conn. – NIVEA MEN, and the Fall Experimental Football League (FXFL), the new developmental football league, entered into a sponsorship agreement today. As Presenting Sponsor of the inaugural league, NIVEA MEN enters the professional football arena for the first time in the US. More >


Douglas Elliman And New York Knicks Partner To Present The Next Evolution Of Celebrity Row At Madison Square Garden
NEW YORK – Douglas Elliman Real Estate and the New York Knickerbockers today announced a multiyear marketing partnership that makes New York’s largest residential brokerage the exclusive title partner of Madison Square Garden’s famed Celebrity Row. More >


Huawei Announces First Major U.S. Sports Sponsorship And Technology Partnership With The Washington Redskins
CUPERTINO, Calif. – Huawei, a leading global information and communications technology (ICT) solutions provider, and the Washington Redskins today announced Huawei Enterprise USA as a multi-year team sponsor and "Official Technology Partner" for the historic American football club. More >

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