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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GEICO Extends Partnership with Rock ‘n’ Roll Marathon Series
NASHVILLE, Tenn. – Rock ‘n’ Roll Marathon Series and GEICO announce an extended partnership through 2018. The renewed agreement designates GEICO as the exclusive auto insurance partner for more than 21 Rock ‘n’ Roll Marathon Series events in the United States. More >


Santa Monica Classic Announces Partnership with Kaiser Permanente
LOS ANGELES – Conqur Endurance Group and Kaiser Permanente today announced a partnership designed to enhance the unique experience at the 2016 Santa Monica Classic with health-related outreach and activities. More >


Amgen, Coca-Cola, UnitedHealthcare Return as Sponsors to Amgen Tour of California
LOS ANGELES – AEG, the owner and operator of the Amgen Tour of California, today announced that Amgen, one of the world’s leading biotechnology companies, renewed its title sponsorship of California’s largest professional cycling event. More >


LPGA Announces STI:L as Newest Official Marketing Partner
DAYTONA BEACH, Fla. — The Ladies Professional Golf Association (LPGA) announced today that STI:L has joined the LPGA family as an Official Marketing Partner. More >


Harvest Snaps Powers Sonoma Raceway Road Show
SONOMA, Calif. – Sonoma Raceway has added the power of plant protein to its promotions lineup, as Fairfield-based Harvest Snaps has been named the presenting sponsor of Sonoma Raceway’s mobile marketing team. In addition, Calbee, the parent company of Harvest Snaps, has signed on as the “Official Snack Food of Sonoma Raceway” for the 2016 race season. More >


One-On-One: Deb Curtis, VP Of Global Experiential Marketing, American Express
Credit card maven discusses new activation program at Coachella music festival, the role of content marketing and other topics More (subscription or free trial required) >


Sponsor Prospecting: Ten Categories To Consider
Ten categories that share one common trait: new sponsorship spending More (subscription or free trial required) >


NBA Board Of Governors Approves Sale Of Jersey Sponsorships
NEW YORK – The NBA Board of Governors approved the sale of jersey sponsorships, beginning with the 2017-18 season, as part of a three-year pilot program. The sponsorship patch will appear on the front left of the game jerseys opposite the Nike logo. Patches will measure approximately 2.5 inches by 2.5 inches and be adjusted to fit the dimensions of each sponsor’s logo. More >


Tokyo 2020 Welcomes Kikkoman Corporation as an Official Partner
TOKYO – The Tokyo 2020 Organising Committee today welcomed Kikkoman Corporation (Kikkoman) as a Tokyo 2020 Official Partner, the second domestic tier of the Tokyo 2020 Sponsorship Programme. More >


Humana Signs on as Presenting Sponsor of the 2016 Lake Monona 20K & 5K
MADISON, Wis. – The historic Lake Monona 20K Run and 5K Run/Walk announced Humana Inc., a leading health and well-being company, signed on as the presenting sponsor of the May 7, 2016 event. The event, which is known for its ideal springtime temperatures and scenic course, provides race options for all ages and athletic abilities. More >

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