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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Campus-Wide Sponsorship Programs Move To The Head Of The Class
Schools extend sponsorship programs beyond athletics to offset declining government support and enhance student programming More (subscription or free trial required) >


How TE Connectivity Connects With Sponsorship
B2B electronics company sponsors Formula E team and other properties to drive revenue and recruit talent More (subscription or free trial required) >


William Hill Announced As New Sponsor Of The St Leger
Today, William Hill announces it is the new sponsor of the St Leger Stakes, the world’s oldest Classic horserace. More >


Spartan Race Announces New Gatorz Eyewear Sponsorship
CARLSBAD, Calif. – Gatorz, the creators of patented aluminum eyewear worn by extreme athletes and members of our armed forces has teamed up with Spartan, the world’s largest obstacle race, and endurance brand, as an official partner of the 2017 Reebok Spartan Race World Championship taking place September 30 through October 1 in North Lake Tahoe, CA. More >


Tough Mudder Names Guinness Blonde American Lager New Beer Sponsor
NORWALK, Conn. – Guinness Blonde American lager – a crisp, light beer with a refreshing taste that complements any outdoor activity – and Tough Mudder, the leading active lifestyle brand and media company, have partnered to introduce the Irish Brewer’s Guinness Blonde American lager as the “Official Beer Partner” for the Tough Mudder 2017 event season in the United States. More >


How NBA Marketing Partners Are Activating The 2017 Draft
Product integration, social activation and surprise-and-delight consumer experiences take center stage at the 2017 NBA Draft More (subscription or free trial required) >


Jerry Kelly and Exact Sciences Team Up to Promote Colon Cancer Screening
MADISON, Wis. – Exact Sciences today announced it is teaming up with Madison professional golfer Jerry Kelly to help drive home the importance of colorectal cancer screening. More >


TYR Sport Extends Agreement With USA Water Polo
SEAL BEACH, Calif. – TYR Sport, the leading manufacturer of competitive swim and triathlon gear, is proud to announce its extended partnership with USA Water Polo (USAWP), the National Governing Body for the sport of water polo in the United States. More >


IOC and Intel Announce Worldwide TOP Partnership Through 2024
NEW YORK – The International Olympic Committee (IOC) and Intel today announced a long-term technology partnership at an official signing ceremony in New York with IOC President Thomas Bach and Brian Krzanich, Intel’s chief executive officer. More >


Massage Envy Becomes Official Marketing Partner of PGA TOUR
PONTE VEDRA BEACH, Fla., and SCOTTSDALE, Ariz. – The PGA TOUR and Massage Envy have announced a four-year partnership designating Massage Envy as an Official Sponsor of the PGA TOUR and PGA TOUR Champions along with being the Official Total Body Care Sponsor of the Player Performance Centers, the TOUR’s mobile training and wellness trailers. More >

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IEG Sponsorship Report

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