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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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How The San Francisco 49ers Approach The Technology Category
NFL team uses “creative counsel” to ensure activation programs are authentic and relevant to fans; Intel, Esurance and SAP gear up new initiatives More (subscription or free trial required) >


John Hancock Takes Running On The Road
John Hancock leverages Boston Marathon with proprietary running events; helps Manulife Financial activate new sponsorship of Angkor Wat Marathon More (subscription or free trial required) >


Who Does What: Life Insurance
Sponsorship activity among the top ten companies in the life insurance category More (subscription or free trial required) >


NCR Small Business to Sponsor 2015 Atlanta Street Food Festival
DULUTH, Ga. — NCR Small Business will serve as the title sponsor for the Atlanta Street Food Festival — the largest gathering of food trucks in the Southeast. More >


Snap-on Tools To Sponsor Wood Brothers’ No. 21 Ford Fusion At Kentucky and Darlington
Two icons in their respective fields are teaming up to go Sprint Cup racing this weekend in the Quaker State 400 at Kentucky Speedway and in the Bojangles Southern 500 at Darlington Raceway on Labor Day weekend. More >


MasterCard renews sponsorship of UEFA Champions League
LONDON – MasterCard has announced today that it has extended its long-standing UEFA Champions League sponsorship for the next three seasons through to 2018. More >


NBA’s First Game In Africa Attracts World-Class Partners
JOHANNESBURG, South Africa – The National Basketball Association (NBA) and the National Basketball Players Association (NBPA) today named Econet Global Limited, Ford Motor Company of Southern Africa, NIKE Inc., South African Airways (SAA), SuperSport, and 947 as partners for NBA Africa Game 2015. The first NBA game in Africa will take place Aug. 1 at Ellis Park Arena in Johannesburg, South Africa. More >


Street Fighter V Coming To Six Flags Theme Parks Across The Country Beginning This Summer
SAN MATEO, Calif. – Capcom, a leading worldwide developer and publisher of video games, today announced a partnership with Six Flags Entertainment Corporation, the world’s largest regional theme park operator, to bring unique Street Fighter attractions to participating Six Flags theme park locations in the U.S. beginning this summer. More >


Humana Amps Up Partnership With Rock ‘n’ Roll Marathon Series
SAN DIEGO – The Rock ‘n’ Roll Marathon Series today announced Humana Inc., a leading health and well-being company, as a series-wide partner and title sponsor of four running events – in Chicago (July 18-19, 2015), Virginia Beach, Va. (Sept. 5-6, 2015), San Antonio (Dec. 5-6, 2015) and New Orleans (Feb. 28, 2016) – as well as four new “Tune-Up for Rock ‘n’ Roll” 5K races this fall. More >


Cash Versus In-Kind: Payment Habits Of The Top Ten Sponsorship Categories
Financial services is the most likely category to pay cash, while media is the most likely category to pay in-kind, according to IEG’s Property/Sponsorship Benchmarking Survey More (subscription or free trial required) >

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