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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 Drones Are Reshaping The Sponsorship Landscape
From improving team performance to enhancing the fan experience, drones are making a major impact in sports and entertainment More (subscription or free trial required) >


How the Minnesota Wild Are Monetizing Social Content
NHL team posts 15 percent to 20 percent increase in revenue by connecting sponsors with fans outside the walls of the Xcel Energy Center More (subscription or free trial required) >


More On Tap: Pabst To Expand Project Pabst
Pabst Brewing Co. to expand Portland music festival into a national marketing platform after seeing success with inaugural event More (subscription or free trial required) >


Quick Hits: Five Alternative Payment Structures
The pros and cons of revised payment schedules, pay for performance and other nontraditional payment structures More (subscription or free trial required) >


MetLife Backs UK Sports With Badminton Sponsorship
MetLife is to sponsor the first event of the 2015 Badminton World Federation (BWF) Superseries, at the All England Open at the National Indoor Arena in Birmingham. More >


Bit-O-Honey To Ride With Buescher At Talladega Superspeedway In May
CONCORD, N.C. – Fresh off last weekend’s stellar second-place performance at Daytona International Speedway, Roush Fenway Racing has announced that Bit-O-Honey will partner with Chris Buescher at Talladega Superspeedway for the NASCAR XFINITY Series Winn Dixie 300 on May 2. Buescher raced in the front of the pack all day at Daytona, leading 12 laps and finishing just .089-seconds outside of first place. Buescher has finished second in two of his last three restrictor-plate races, including a runner-up finish last season in his first race at Talladega. More >


McDonald’s Restaurants Of Kentuckiana Announces New Thunder Promotion
LOUISVILLE, Ky. – Starting next month, Thunder fans will have a chance for an exclusive “inside” look at the show thanks to McDonald’s Restaurants of Kentuckiana and their new Thunder Insider program. Local McDonald’s Owner/Operators and the Kentucky Derby Festival made the announcement this morning. The new promotion runs from March 6 through April 2, at all 100 McDonald’s Restaurants throughout Kentuckiana. (Photo attached: Ira Salls, McDonald’s Owner/Operator; Mike Berry, KDF President & CEO; Steve Stratton, McDonald’s Owner/Operator.) More >


Manchester City FC Announce Ground-Breaking Youth Development Partnership With Surf Soccer Club
Manchester City FC are delighted to announce a ground-breaking five-year partnership with Surf Soccer Club. The deal is the first of its kind for a Barclays Premier League Club in the US and will see the Manchester City FC Americas Cup presented by Surf Cup Sports hosted in San Diego California during May of 2015. The tournament, aimed at 10 to 17 year olds, will be the key activation of the partnership. More >


Yokohama Rubber To Become Official Shirt Partner
This partnership with one of the world’s leading tyre manufacturers is for an initial term of five years and begins at the start of the 2015/16 season. It will see the Yokohama brand appearing on all of our shirts from our first team to our youth teams. More >


Red Fox Wireless Renews With Destination Races As The Official Headphone Sponsor For The 2015 And 2016 Wine Country Half Marathon Series
NIXA, Mo. – Red Fox Wireless, an emerging company in the sports and outdoor market that makes Bluetooth wireless headphones and accessories, has renewed their partnership with Destination Races as the exclusive Wireless Headphone Sponsor for the Wine Country Half Marathon Series in 2015 and 2016. More >

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