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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 Quicken Loans Is Using Sponsorship To Connect With Consumers
Online mortgage lender adds music to sponsorship portfolio; gears up new activation at Quicken Loans National More (subscription or free trial required) >


How the Golden State Warriors Have Embraced Digital Content
NBA champion doubles down on content to give sponsors extended reach and enhanced engagement More (subscription or free trial required) >


Quick Hit: How Much Properties Spend On Sponsor Fulfillment
Eighteen percent of properties spend 30 percent to 79 percent of sponsorship revenue on fulfillment, according to IEG research More (subscription or free trial required) >


Coco Joy and City Football Group Clubs Announce Global Partnership
MELBOURNE, Australia — City Football Group (CFG) today announced a global partnership between coconut brand, Coco Joy, part of the FAL Food & Beverages range and three of CFG’s clubs. The partnership will extend Coco Joy’s successful partnership with 2015 A-League semi-finalists Melbourne City FC, who have worked with the brand since 2014, to CFG sister clubs, Manchester City FC and New York City FC. More >


Starwood Preferred Guest Members Gain The Advantage With Exclusive Access To The US Open Through SPG Moments
STAMFORD, Conn. – As a leader in loyalty, Starwood Preferred Guest (SPG), is serving up premier tennis experiences with the launch of its 2015 US Open SPG Moments. SPG members get access like no other to the US Open with experiences including SPG Luxury Suites, courtside seats to exciting matches, behind-the-scenes tours of Arthur Ashe Stadium, and much more. Starting today, members will have the chance to bid their coveted Starpoints for once-in-a-lifetime opportunities every tennis fan would love. More >


TOTO Becomes Title Sponsor Of LPGA Japan Classic
DAYTONA BEACH, Fla. – The LPGA announced today that TOTO will serve as the title sponsor for the Tour’s oldest Asian event, the newly renamed TOTO JAPAN CLASSIC. An event on the LPGA schedule since 1973, the TOTO JAPAN CLASSIC is co-sanctioned with the Ladies Professional Golfers’ Association of Japan. The 37th edition of the tournament is set to be played November 6-8, 2015, at Kintetsu Kashikojima Country Club in Shima-Shi, Mie, Japan with the purse increasing to $1.5 million this year. More >


How The Tennis Hall Of Fame Is Using Content To Sell Sponsorship
Tennis organization creates mock-up campaign to show prospect how a partnership can be activated in the social sphere More (subscription or free trial required) >


How To: Using Technology To Improve The Sales Process
How rightsholders are using virtual reality and other technology-based platforms to speed up the sales cycle More (subscription or free trial required) >


The Most Likely Categories To Purchase Exclusivity
Non-alcoholic beverages are the most likely products to purchase exclusivity, while restaurants are the least likely More (subscription or free trial required) >


“Furious 7” To Sponsor Chicagoland Speedway Xfinity Series Race
JOLIET, Ill. – Chicagoland Speedway today announced Furious 7, the $1.5 billion worldwide box- office blockbuster and most successful installment of the Fast & Furious franchise, as the title sponsor for its NASCAR XFINITY Series race on Saturday, Sept. 19. The Furious 7 300 will feature cast member Chris “Ludacris” Bridges will serve as the Grand Marshal of the Furious 7 300 as NASCAR’s stars of tomorrow set the stage for the first race in the Chase for the NASCAR Sprint Cup. More >

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