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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Training Ground Naming Rights Deal
Everton Football Club has confirmed a naming rights partnership with USM Holdings which will see the Russian-based group become the Club’s first ever training ground partner. The initial five-year deal, commencing in January 2017, will see the Halewood training ground renamed USM Finch Farm. More >


Rock ‘n’ Roll Marathon and SmartyPants Vitamins Launch Partnership
SAN DIEGO – The Rock ‘n’ Roll Marathon Series today announced a new partnership with SmartyPants Vitamins. The sponsorship kicked off at GEICO Rock ‘n’ Roll Las Vegas Marathon & 1/2 Marathon November 12-13, 2016, and the product will be featured as the official vitamin of the race at 23 events across the United States and Canada in 2017. More >


America's Fastest Growing Wine Company, Winc, Named an Official Wine Sponsor of Barclays Center
LOS ANGELES – Winc, a beverage program with a diverse list of wine offerings, is now an official wine sponsor of Barclays Center in Brooklyn. Known as an iconic venue in the sports and entertainment industry, Barclays Center is one of the leading arenas catering to a changing consumer preference for food and beverage options. More >


Bridgestone Worldwide Olympic Partnership Officially Goes Global
TOKYO – Bridgestone Corporation (Bridgestone) and the International Olympic Committee (IOC) today announced the expansion of the company’s Olympic Partnership activation rights effective January 1, 2017. More >


SK Gaming Announce Partnership with Visa
The good news keep coming. SK Gaming welcomes Visa as a new partner for the 2017 season. Together, we aim to bring excitement and a lot of fun content to the SK Gaming fans around the world.

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Sponsorship Spending Forecast: Continued Growth Around The World
IEG SR’s annual review and forecast projects global sponsorship spending to grow 4.5 percent in 2017 More (subscription or free trial required) >


Founding Sponsor Yamaha Celebrates John Lennon Educational Tour Bus 20th Anniversary with Expanded Relationship
BUENA PARK, Calif. – At this year’s Winter NAMM Show at the Anaheim Convention Center, Yamaha Corporation of America reaffirms its longstanding support of The John Lennon Educational Tour Bus (Lennon Bus) with sponsorships and an expanded participation in the Lennon Bus’ music education efforts. More >


Best Home Furnishings Announces Partnership With BK Racing, Joey Gase For 2017
HUNTERSVILLE, N.C. – BK Racing has announced a multiple race partnership with Best Home Furnishings to sponsor the No. 23 BK Racing Toyota Camry with driver, Joey Gase. The Best Home Furnishings Toyota will be on track at the Daytona 500 in February, the night race at Bristol Motor Speedway, and additional races throughout the 2017 season. The Daytona 500 will be Gase’s first race with BK Racing. More >


West Ham United Welcome TransferMate
West Ham United are delighted to announce global payments company TransferMate as the Club’s Official Payments partner. More >

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