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.

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Spread the Good News! Hellmann’s Brand Joins Talladega Superspeedway Family for Sunday's Anticipated Hellmann’s 500
TALLADEGA, Ala. – Hellmann’s mayonnaise, which has been a staple in American kitchens for generations, and NASCAR’s Most Competitive Track – Talladega Superspeedway - announced today that Sunday’s (Oct. 23) much anticipated elimination race in the 2016 Chase for the NASCAR Sprint Cup will now be known as the Hellmann’s 500. More >


The Madison Square Garden Company And Anheuser-Busch Announce Renewed And Expanded Signature Sponsorship Including Intimate Concert Series
NEW YORK – Today, the Madison Square Garden Company and Anheuser-Busch, which has a 160-year legacy of brewing America’s most-popular beers, announced a renewed and expanded multi-year marketing sponsorship, continuing the brewing company’s role as one of Madison Square Garden’s signature sponsors. More >


The Madison Square Garden Company and Northwell Health Announce Renewed and Expanded Multi-year Marketing Partnership
NEW YORK – The Madison Square Garden Company and Northwell Health, announced today a renewed and expanded multi-year marketing partnership designating Lenox Hill Hospital as the Official Hospital Partner of the New York Rangers and an Official Partner of Madison Square Garden. More >


Event Recap: Pabst Brewing Co. and Project Pabst
Matt Slessler, PBR national brand ambassador, discusses the expanded Project Pabst music festival and the pros and cons of event ownership More (subscription or free trial required) >


PNC Places More Focus On Experiential Marketing
Bank doubles down on one-of-a-kind experiences to engage wealth management and commercial banking customers More (subscription or free trial required) >


Why Dow Chemical Is Bonding With Sponsorship
Material sciences giant sees success with NASCAR, golf and the Olympics, prompting potential deals with additional global properties More (subscription or free trial required) >


Bank of Hope Becomes Title Sponsor of Founders Cup
DAYTONA BEACH, Fla. - Bank of Hope, the largest Korean-American bank in the United States, will serve as the title sponsor for the newly renamed Bank of Hope Founders Cup the LPGA announced today. The event will continue to be held at Wildfire Golf Club at JW Marriott Desert Ridge Resort & Spa in Phoenix. More >


Viscos, LLC Announces Official Sponsorship of PBR World Finals
PUEBLO, Colo. – Clinically-proven daily recovery drink for body aches and pains Play Again Now has announced a sponsorship deal with Professional Bull Riders (PBR) for this year’s Built Ford Tough World Finals at the T-Mobile Arena in Las Vegas from November 2-6. More >


2017 Dynamo Season to be Fueled by 76
The 2017 Houston Dynamo season will be presented by 76 brand gasoline, the club announced today. The sponsorship makes the 76 brand the exclusive retail gas sponsor of the Houston Dynamo and is the club’s fourth official premier partner. More >


LPGA Announces Leaders Cosmetics as Newest Official Marketing Partner
DAYTONA BEACH, Fla. – The Ladies Professional Golf Association (LPGA) announced today that Leaders Cosmetics Co., LTD., a global leader in facial masks and skincare products, has joined the LPGA family as an Official Marketing Partner with the designation as Official Sun Care Product of the LPGA. More >

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