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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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Manchester City Suited & Booted With T.M.Lewin Partnership
Barclays Premier League Champions, Manchester City are delighted to announce T.M. Lewin as the Club’s new Official Formal Wear Partner. More >


3M To Partner With Hendrick Motorsports
CONCORD, N.C. & ST. PAUL, Minn. – 3M will join 11-time Sprint Cup Series champions Hendrick Motorsports beginning with the 2015 NASCAR season when it will become a primary sponsor of driver Jeff Gordon and his No. 24 Chevrolet SS team. More >


Chevrolet Hits The Strip At Woodward Dream Cruise
DETROIT – For the fourth year in a row, Chevrolet will be the presenting sponsor of the Woodward Dream Cruise, the world’s largest single-day car enthusiast event, drawing more than 1.5 million enthusiasts annually from all over the world. More >


Intersport Brings On Coyote Logistics As Hockey City Classic Title Sponsor Through 2017
CHICAGO – Intersport today introduced Chicago-based Coyote Logistics as the new Hockey City Classic title sponsor through 2017. Along with the new partnership, the newly named Coyote Logistics Hockey City Classic brings top-tier collegiate hockey back to Soldier Field February 7, 2015. More >


NBA Sponsorship Revenue Totals $679 Million In 2013-2014 Season
Spending exceeds the 4.9 percent projected increase in the sports category and 4.3 percent increase in the overall sponsorship industry More (subscription or free trial required) >


Sponsorship Roundup: The Most Active Sponsors Of Rodeos
MillerCoors leads the herd as most active sponsor while banks are the most active category More (subscription or free trial required) >


Yogurt Makers Stir Up New Sponsorships
Dannon and Chobani use the NFL and college athletics to drive consumption beyond breakfast More (subscription or free trial required) >


Manchester City Expands Asia Presence With QNet Partnership
Barclays Premier League Champions, Manchester City, are delighted to announce a new club partnership with QNet. More >


Drive To End Hunger, Hendrick Motorsports Extend Relationship By HendrickMotorsports.com
CONCORD, N.C. – AARP and AARP Foundation’s nationwide campaign to address the problem of older adult hunger through the Drive to End Hunger program will return with 11-time NASCAR Sprint Cup Series champions Hendrick Motorsports in 2015 as a primary sponsor of driver Jeff Gordon and his No. 24 Chevrolet SS team. More >


JTG Daugherty Racing Announces Kimberly-Clark Corporation Extends Partnership To 2017
WATKINS GLEN, N.Y. – Today JTG Daugherty Racing announced Kimberly-Clark Corporation extended their sponsorship of the No. 47 Chevrolet SS with driver AJ Allmendinger through the 2017 NASCAR Sprint Cup Series season with their SCOTT, Viva, Kleenex, Cottonelle and Huggies brands. More >

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