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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Sponsorship Spending On Music To Total $1.47 Billion In 2016
Anheuser-Busch remains the undisputed leader in live music, although new spending by Diageo helps close the ranks More (subscription or free trial required) >


Wickes Sign as Official Home Improvement Partner of EFL
The EFL has today announced a partnership with nationwide retailer Wickes to become the Official Home Improvement and Building Materials partner of the EFL. More >


BP, IPC Extend Partnership Until End of 2020
The oil and gas company will continue to support the Paralympic Movement through another Paralympic cycle. More >


Ford F-Series Now Official Truck of the NFL; Celebrating Toughest Players and Introducing First-Ever Official NFL Tailgate Trucks On Demand with Exclusive Fan Experiences
NEW YORK – America’s toughest trucks are celebrating football’s toughest players. Ford and the National Football League are teaming up on a three-year partnership establishing Ford trucks as Official Truck of the NFL. More >


Reds Seal Global Partnership Deal with Holler
Liverpool FC has signed a global partnership deal with Holler to become the club's official timing partner. More >


Illinois Treasurer’s I-Cash Program To Sponsor Sprint Cup Pole Qualifying At Chicagoland Speedway
JOLIET, Ill. – Chicagoland Speedway today announced that the Illinois Treasurer’s I-Cash program will return as the sponsor for the NASCAR Sprint Cup Series pole qualifying on Friday, Sept. 16. I-Cash Pole Qualifying features a series of three knockout rounds of qualifying with Sprint Cup drivers battling to start on the front row in the first race for the Chase for the NASCAR Sprint Cup. More >


Mercury Insurance and USC Athletics Offer Trojans Football Fans a Chance to Win a Notre Dame Game VIP Experience
LOS ANGELES – The 2016 USC Trojans football squad has one of the nation’s toughest schedules, capped by a home game Thanksgiving weekend against their bitter rival, the Notre Dame Fighting Irish. Tickets for this game will sell out, but thanks to Mercury Insurance and USC Athletics, one lucky Trojans football fan will win a VIP experience for four to the most anticipated match-up of the year. More >


The Most Active Sponsors In The Auto Category
Toyota leads the pack in the U.S. as most active sponsor in the auto category More (subscription or free trial required) >


Dover International Speedway Partners with “Citizen Soldier” Film as Entitlement Sponsor for Oct. 2 NASCAR Sprint Cup Series Race
DOVER, Del. – “Citizen Soldier,” a feature film using real footage that follows an Oklahoma National Guard unit during its deployment to Afghanistan will be the entitlement sponsor for the NASCAR Sprint Cup Series race at Dover International Speedway on Sunday, Oct. 2, track officials announced today. More >


Premiership Rugby Extends Partnership with Land Rover
Land Rover is the Official Vehicle Partner of Premiership Rugby, a relationship that dates back to 2004. More >

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