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Sponsorship News

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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Real Madrid C.F. And Microsoft Join Forces To Accelerate The Digital Transformation Of The Club
MADRID – Real Madrid C.F. and Microsoft have signed a landmark agreement accelerating the digital transformation of the club through technology. This alliance, through which Microsoft becomes the strategic technological partner of Real Madrid, will revolutionize the experience enjoyed by members and supporters of the club by providing digital services that are accessible anywhere, anytime and on a host of devices (such as PCs, tablets, smartphones and wearables). More >


Five Tips On Creating Post-Event Recap Reports
Tips, tactics and strategies on getting the most out of post-event fulfillment reports More (subscription or free trial required) >


Mizuno USA Partners With Atlanta Track Club
Sporting goods manufacturer signs backyard deal to demonstrate corporate values and gain insights for product development More (subscription or free trial required) >


Worldwide Spending On Golf To Total $1.65 Billion In 2014
Spending climbs 3.1 percent as sluggish economies in Europe and Asia weigh on growth More (subscription or free trial required) >


Brooklyn Nets Form Alliance With Leading China-Based Footwear Company Anta
BROOKLYN – The Brooklyn Nets are expanding their globalization efforts by forming sponsorship alliances with ANTA, the China-based athletic footwear company, and Lava Tech, a digital product distribution company that also has its headquarters in China. More >


SuisseGas Unveiled As Manchester City’s Naming Partner For New Community Bridge
Suisse Power&Gas SA (Suisse Gas) has been unveiled as Barclays Premier League Champions Manchester City’s newest commercial partner. As part of that partnership, SuisseGas has secured the naming rights for the new community bridge linking the Etihad Stadium with the soon-to-be-opened City Football Academy and significantly extending the Etihad Campus. More >


Houston's 12K of Christmas Announces Ascend Performance Materials As Title Sponsor
HOUSTON – RA Sports Management is proud to announce Ascend Performance Materials will be the title sponsor of Houston's 12K of Christmas benefitting Yellowstone Academy. The 7.45-mile road race scheduled for December 20, 2014 will start and finish at Fish Plaza at 500 Texas Ave., located in front of the Wortham Theater in downtown Houston. More >


Audi Partners With Universal Pictures For Film Adaptation Of “Fifty Shades Of Grey”
HERNDON, Va. – Audi of America today announced that the brand will be featured in Universal Pictures and Focus Features’ upcoming film adaptation of the bestselling book from E L James, “Fifty Shades of Grey,” which will be released on February 13, 2015. More >


Honda To Sponsor NHL All-Star Weekend As Part Of Expanded Relationship
NEW YORK / TORONTO ─ The National Hockey League (NHL) today announced it has expanded its relationship with Honda. As part of a multi-year agreement, American Honda Motor Co. will include Honda Canada Inc. as League sponsor in the automotive category in North America. More >


LPGA And Life Fitness Work Out Partnership
DAYTONA BEACH, Fla. –The Ladies Professional Golf Association announced Monday that the global leader in fitness, Life Fitness, will be partnering with the global leader in golf to become the LPGA’s newest Official Marketing Partner. Life Fitness will serve as the “Preferred Cardiovascular and Strength Training Equipment Supplier of the LPGA” More >

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