Sponsorship News

Fresh information is crucial to your decision-making and priority setting. Count on us for the latest industry news to stay current on brands and rightsholders—their new partnerships, platforms, 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.


FC Bayern – Suited by BOSS
METZINGEN – Two major German players in the worlds of football and fashion unite to set out on a journey of success. FC Bayern partners with HUGO BOSS, as they embark on the International Champions Cup wearing specially designed styles from the BOSS collection. More


Goya Foods Named Title Sponsor Of The 2017 New York International Salsa Congress
NEW YORK – The New York International Salsa Congress (#goyaNYISC2017), a multi-day Latin music and dance festival, announces the title sponsorship of Goya Foods, the largest Hispanic-owned food company in the United States, along with sponsorships by Spanish media giants Telemundo 47 and La Mega radio, T-Mobile and Burju Shoes. More


Dairy Alternatives Take Root In Sponsorship
Califia Farms, White Wave and others sign new sponsorships on behalf of plant-based beverages More (subscription or free trial required)


Milk Companies Increase Sponsorship Activity
Properties extract new sponsorship dollars from the dairy industry as milk sales extend decades-long decline More (subscription or free trial required)


3M and U of M Announce Gopher Athletics Sponsorship
The University of Minnesota and 3M announced a new sponsorship on Monday, the latest in a 90-year relationship between two of the state’s largest institutions. More


Air France To Cheer On Runners As The Official Airline Partner Of The San Francisco Marathon
NEW YORK – Air France invites everyone to join in the spirited 40th anniversary weekend of The San Francisco Marathon July 21-23, 2017. More


MGM Resorts NBA Summer League Tips Off Today in Las Vegas
The NBA today announced that Las Vegas-based MGM Resorts International will become the title partner of MGM Resorts NBA Summer League. More


Toronto Raptors and Sun Life Financial Announce Ground-Breaking, Expanded Partnership
TORONTO – The Toronto Raptors and Sun Life Assurance Company of Canada (“Sun Life”) have proudly expanded their long-standing partnership to feature a prominent program in support of diabetes awareness and prevention, and beginning in the 2017-18 season, include the first jersey patch partnership in the team’s history. More


Euroleague Basketball Names DraftKings its Official Fantasy Partner
In another step towards giving fans more exciting ways to enjoy the best basketball on the continent, Euroleague Basketball is proud to announce a new partnership that makes DraftKings the Official Fantasy Partner for the Turkish Airlines EuroLeague. More


Horns Up, Limes In! Corona Extra Named Official Sponsor of the Texas Longhorns
AUSTIN, Texas - Longhorns fans across the country can raise more than just their "Hook 'em Horns" this season, as Corona Extra and Texas Athletics today announced an agreement designating the nation's #1 imported beer as an Official Sponsor of The Texas Longhorns. More

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What to Expect at IEG 2018

Big ideas from last year's keynotes to give you an idea what to expect at the conference. Watch now