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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Tokyo 2020 Welcomes Nissin Foods Holdings Co., Ltd. as an Official Partner
The Tokyo 2020 Organising Committee today welcomed Nissin Foods Holdings Co., Ltd. as a Tokyo 2020 Official Partner, the second domestic tier of the Tokyo 2020 Sponsorship Programme. More >


NHTSA Returns as Title Sponsor of NASCAR Pole Day in Sonoma
SONOMA, Calif. — Sonoma Raceway and the National Highway Traffic Safety Administration (NHTSA) will highlight the importance of tire safety during the wine country facility’s NASCAR Sprint Cup Series weekend, June 24-26. More >


Fair And Festival Sponsorship Spending To Total $878 Million In 2016
Spending is expected to rise just 2.1 percent in 2016, trailing sports, causes and every other property segment More (subscription or free trial required) >


US Lacrosse Posts Double-Digit Increase In Sponsorship Revenue
National governing body sees success replacing one-off sponsorships with year-round partnerships More (subscription or free trial required) >


adidas and German Football Association Extend Partnership Until 2022
PARIS/FRANKFURT/HERZOGENAURACH – One of the longest and most successful partnerships in sport continues: Today, the German Football Association (DFB) and adidas officially announced the extension of their long-term partnership. More >


Celtic Sign Up Eze Group
Celtic have signed up Eze Group, the UK’s leading concierge, lifestyle and leisure company. Under a major new sponsorship agreement Eze Group, which has offices in Stirling, will become an Official Club Partner. More >


Orangetheory Fitness Becomes Official Fitness Center Sponsor Of The New York Yankees
FORT LAUDERDALE, Fla. – Orangetheory Fitness, the scientifically backed and fast-growing fitness franchise, announced today that they have become the Official Fitness Center Sponsor of the New York Yankees. More >


Capital BlueCross Named All-Star Sponsor
SPRINGFIELD, Mass. – The American Hockey League and the Lehigh Valley Phantoms announced today that Capital BlueCross has been named the title sponsor of the 2017 AHL All-Star Classic. More >


Fiat Professional Becomes the Title Sponsor of the MXGP of Lombardia-Italy
MONACO - After serving as the title sponsor of the FULLBACK MXGP of Great Britain, Fiat Professional will serve the same role for the MXGP of Lombardia-Italy. More >


Monumental Announcement: Indianapolis Monumental Marathon and CNO Financial Group Announce Title Sponsorship
Indianapolis Monumental Marathon, one of the largest marathons in the U.S., and CNO Financial Group, Inc., a holding company that provides health and life insurance through Bankers Life, Colonial Penn and Washington National, today announced a multi-year title sponsorship of the Indianapolis Monumental Marathon. More >

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