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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Jun 17 – IEG SR PREMIUM CONTENT

East Meets West: Hi-Chew To Expand Sponsorship Portfolio
Japanese candy import uses action sports and music festivals to sample product and Americanize its brand More (subscription or free trial required) >

Jun 17 – IEG SR PREMIUM CONTENT

Sparkling ICE Turns On The Sponsorship Spigot
Carbonated beverage uses sponsorship to rejuvenate brand and support national expansion; plans to triple portfolio in 2013 More (subscription or free trial required) >

Jun 17 – IEG SR PREMIUM CONTENT

Volkswagen Fine-tunes Sponsorship Strategy
Automaker drops NHL teams and other ties in favor of three marketing platforms: soccer, cycling and running More (subscription or free trial required) >

Jun 11

KitchenAid Expands Sponsorship Of Food & Wine Classic In Aspen
ASPEN, Colo. – Building on its longstanding sponsorship of the Food & Wine Classic in Aspen, KitchenAid is partnering with Food & Wine to share culinary content from the event far beyond the 5,000 or so fortunate foodies and cooks expected to attend. More >

Jun 11

Patriot Pumps To sponsor June ARCA Race At MIS
BROOKLYN, Mich. – Michigan International Speedway is pleased to announce Patriot Pumps as the official race sponsor for the ARCA Racing Series presented by Menards race on Friday, June 14. More >

Jun 11

Tencent Announces Partnership With LeBron James In China
Today Tencent, a leading provider of comprehensive Internet services in China, announces an overseas partnership with four-time NBA MVP LeBron James. As part of the partnership, James will serve as spokesperson for NBA2K Online in China. Co-developed by Tencent Games, 2K and Visual Concepts China, the game is based on the popular NBA2K video game series. More >

Jun 11

VBT Bicycling And Walking Vacations Announces Title Sponsorship of 8th Annual Kelly Brush Century Ride
BRISTOL, Vt. – VBT Bicycling and Walking Vacations is the title sponsor of the 8th Annual Kelly Brush Century Ride, in Middlebury, Vermont, the state’s largest charity bike ride and the largest hand cycling event in the Northeast. More >

Jun 10 – IEG SR PREMIUM CONTENT

How Allianz Uses Alliances To Build Its Brand On the Global Stage
Insurer doubles down on sponsorship to gain visibility and engage employees, brokers and other stakeholders More (subscription or free trial required) >

Jun 10 – IEG SR PREMIUM CONTENT

Inside Mondelez’s New Sponsorship Strategy
Snack food maker hones strategy following breakup with Kraft; partnership with One Direction highlights new direction More (subscription or free trial required) >

Jun 10 – IEG SR PREMIUM CONTENT

Jack Link’s Beefs Up Sponsorship Portfolio
Meat snack partners with GoPro Mountain Games and MLB Seattle Mariners to sample product and support its Sasquatch-themed ad campaign More (subscription or free trial required) >

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