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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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HARMAN And NBA Announce Groundbreaking Marketing And Merchandising Partnership
NEW YORK – HARMAN International and the National Basketball Association (NBA) today announced a comprehensive multiyear marketing and merchandising partnership that will make the company the official headphone, speaker, and audio partner of the NBA, Women’s National Basketball Association (WNBA), NBA Development League (NBA D-League), and USA Basketball. More >


SWBC Partners With Humana Rock ‘n’ Roll San Antonio To Launch Executive Challenge
AN ANTONIO – Competitor Group, Inc. (CGI), organizers of the Rock ‘n’ Roll Marathon Series, today announced SWBC as the Official Financial Partner of the 7th annual Humana Rock ‘n’ Roll San Antonio Marathon & 1/2 Marathon on December 5-7, 2014. More >


Category Overview: Soft Drinks
Sponsorship spending, objectives and top deals in the soft drink category More (subscription or free trial required) >


Soft Drink Brands Use Sponsorship to Create Shared Value
Soft drink marketers maximize value by connecting properties and consumers in nontraditional ways More (subscription or free trial required) >


The Big Bang Theory: How Coke Uses Collisions To Drive Growth
Beverage giant combines traditional and nontraditional partnerships to reach new audiences and bring meaning to its brands More (subscription or free trial required) >


Hero MotoCorp, World’s Largest Manufacturer Of Two-wheelers, Becomes Title Sponsor Of The Hero World Challenge
ORLANDO, Fla. – The Tiger Woods Foundation and Tavistock Group today announced India-based Hero MotoCorp, the world’s largest manufacturer of two-wheelers, will become the title sponsor of the Hero World Challenge, beginning this year. More >


Penn Mutual, United World Sports And NBC Sports Group Announce Title Sponsorship Of Collegiate Rugby Championship And Varsity Cup Rugby Championship
HORSHAM, Pa. – The Penn Mutual Life Insurance Company, United World Sports and NBC Sports Group have announced a three-year title sponsorship for the Collegiate Rugby Championship, the largest Rugby 7s (7 players a side) collegiate rugby championship in the United States. More >


Rheem Announces CWTS Sponsorship Of Ron Hornaday
ATLANTA – Rheem announced today the sponsorship of Ron Hornaday for two NASCAR Camping World Truck Series races in 2014. Rheem will be the primary sponsor for the four-time NASCAR champion for the Sept. 27 race in Las Vegas and Oct. 31 race in Texas. More >


Demi Lovato Is Back On The Road with The Radiant Collection For Her World Tour
CINCINNATI – When it comes to owning a distinct style, nobody does it better than multi-talented, platinum-selling recording artist and fashionista Demi Lovato. That’s why The Radiant Collection, from Procter & Gamble’s (P&G) leading feminine protection brands Always and Tampax, has hit the road with Demi as a sponsor of the Demi World Tour. More >


Gatorade Endurance And IRONMAN Announce Multi-Year Partnership For U.S. Series
TAMPA, Fla./CHICAGO, Ill. — Gatorade Endurance, an elite line of sports fueling products from Gatorade for endurance athletes, and IRONMAN, the largest participation sports platform in the world, today announced a multi-year partnership that will provide IRONMAN and IRONMAN 70.3 triathlon competitors Gatorade Endurance Formula on U.S. race courses beginning in 2015. More >

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