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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DirecTV Finds The Time Is Now For Sponsorship
Pay TV provider sponsors New York Comic Con on behalf of soon-to-be-launched streaming video service More (subscription or free trial required) >


One-On-One: Marc Ecko, Founder And Chief Branding Officer, Complex Media
Fashion designer/media entrepreneur discusses the thinking behind next month’s inaugural ComplexCon pop culture confab More (subscription or free trial required) >


The Kind Puts Out A Call For Sponsorship
Digital publisher sponsors Life is Beautiful music festival to mainstream cannabis culture More (subscription or free trial required) >


Humana to Sponsor the 2016 South Florida Senior Games
MIAMI – As a reflection of its commitment to help people achieve their best health, Humana has announced its official sponsorship of the 2016 South Florida Senior Games, a series of sporting events held for adults 50 and older from the Miami-Ft. Lauderdale region. The events will be held Oct. 28 to Nov. 6 in various venues throughout Miami-Dade and Broward counties. More >


Kumho Tire And NBA Announce Multiyear Partnership Renewal
NEW YORK – The National Basketball Association (NBA) and Kumho Tire, one of the world’s leading tire manufacturers, today announced a multiyear extension of their marketing partnership in the U.S., Canada and Korea. More >


New Era To Become The Official Headwear Partner Of The NBA, WNBA And NBA D-League
NEW YORK – New Era and the National Basketball Association (NBA) announced today an expanded global licensing partnership that makes the brand the official authentic headwear provider of the NBA, Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League). More >


Russell Westbrook and Kyrie Irving to Headline Mountain Dew NBA Partnership
PURCHASE, N.Y. – Today, MOUNTAIN DEW announced that NBA All-Star and DEW front man Russell Westbrook, who signed on with the brand last year, renewed his partnership through the 2018-19 NBA season. More >


Roush Fenway Racing, Driver Ryan Reed Ink Multi-Year Renewal with Lilly Diabetes
TALLADEGA, Ala. – Roush Fenway Racing has signed a multi-year renewal agreement for driver Ryan Reed to continue to pilot the No. 16 Lilly Diabetes Ford Mustang in the NASCAR XFINITY Series. More >


United Airlines Scores as New Official Airline of the Golden State Warriors
SAN FRANCISCO – Today, United Airlines, GSW Arena LLC, and the Golden State Warriors announce a new multi-year relationship, naming the carrier the official airline for the Warriors and a Founding Partner for Chase Center, the state-of-the-art sports and entertainment complex to be built in San Francisco's Mission Bay neighborhood. United will begin its partnership with the Warriors for the 2016-17 season at Oracle Arena and continue the relationship when the team relocates to Chase Center. More >


Spread the Good News! Hellmann’s Brand Joins Talladega Superspeedway Family for Sunday's Anticipated Hellmann’s 500
TALLADEGA, Ala. – Hellmann’s mayonnaise, which has been a staple in American kitchens for generations, and NASCAR’s Most Competitive Track – Talladega Superspeedway - announced today that Sunday’s (Oct. 23) much anticipated elimination race in the 2016 Chase for the NASCAR Sprint Cup will now be known as the Hellmann’s 500. More >

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