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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FedEx Renews National Football League Partnership
Delivery giant to continue FedEx Air & Ground NFL Players of the Week and Players of the Year awards platform More (subscription or free trial required) >


Hawks Announce Verizon As Club’s Official Wireless Provider
ATLANTA – The Atlanta Hawks today named Verizon as the club’s official wireless provider and a partner for the team as it continues to connect with communities across the city. The partnership is on full display during the NBA Playoffs, as Verizon presents “High Voltage Fridays,” a weekly series of multi-location postseason pep rallies featuring appearances from Hawks Cheerleaders, Harry the Hawk and other team representatives. More >


NHL Corporate Partners Leverage Excitement of Stanley Cup Playoffs with Branded Products, Hockey-Themed TV Spots and Digital Campaigns
NEW YORK / TORONTO — National Hockey League (NHL) corporate partners are leveraging the 2017 Stanley Cup Playoffs – the most exciting postseason in professional sports – to introduce new TV creative, digital and social media campaigns, and in-store and on premise POS that showcase new product offerings and once-in-a-lifetime experiences to hockey fans in the U.S. and Canada. The result is Stanley Cup branding across a broader myriad of channels, engaging millions of hockey fans in more ways than ever before. More >


Synchrony Financial Announced as Title Partner of Rock ‘n’ Roll San Diego
SAN DIEGO – Competitor Group, Inc. (CGI), operators of the Rock ‘n’ Roll Marathon Series, today announced that Synchrony Financial, a premier consumer financial services company, will become the new title partner for the Rock ‘n’ Roll San Diego Marathon & 1/2 Marathon. The event, which returns June 3-4, will celebrate its 20th year running in 2017. More >


How Allied Irish Bank Used Sponsorship To Restore Brand Reputation
Financial services company leverages Gaelic Athletic Association to win back consumers following the global financial crisis More (subscription or free trial required) >


How Zappos Has Found Sponsorship To Be A Good Fit
A look at the retailer’s nontraditional approach to sponsorship including the Zappos Porta-Party and Friends with Benefits Road Show More (subscription or free trial required) >


Quick Hits: Sponsorship Results
Executives from Dow Chemical, ING and Toyota share sponsorship success at IEG 2017 More (subscription or free trial required) >


PGA TOUR Champions and Bass Pro Shops Announce Four-Year Extension of Legends of Golf
PONTE VEDRA BEACH, Fla. — PGA TOUR Champions and Bass Pro Shops announced today a four-year title sponsorship extension of the Bass Pro Shops Legends of Golf at Big Cedar Lodge through 2021. More >


Wintrust Renews Sponsorship of Illinois State Road Race Championships
WILLOW SPRINGS, Ill. – Wintrust Bank has renewed its title sponsorship of the Illinois Cycling Association’s state road race championships, hosted again as part of the Intelligentsia Cup powered by SRAM racing series in the village of Willow Springs. The event will take place on Sunday, July 16, the third day of the 10-day race series. More >


AEG and HotelTonight Announce Exclusive Partnership at Live Event Locations in the Los Angeles Metro Area
SAN FRANCISCO — HotelTonight, the leading mobile app for last-minute hotel bookings, has announced a partnership with AEG, the world’s leading sports and live entertainment company, making HotelTonight the official hotel-booking partner of L.A. LIVE and the LA Galaxy (MLS). More >

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