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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Moving Airlines From In-Kind To Cash Partners
One-of-a-kind experiences and tailored packages are some of the keys to converting airlines into cash sponsors More (subscription or free trial required) >


Sponsor Profiles: The Five Biggest Spenders In The Airline Category
United is the biggest spender, while American has the most diverse portfolio More (subscription or free trial required) >


Sponsorship Trend: Major Carriers Move Away From Charter Service
Major airlines move away from charter service, but smaller carriers fill the void More (subscription or free trial required) >


BNY Mellon Named Gold Medal Sponsor of USRowing
NEW YORK — BNY Mellon has become a gold medal sponsor of USRowing and the U.S. team competing in Rio. As part of its sponsorship, BNY Mellon will support the team heading to the Olympics and beyond, including the USRowing Master Nationals on August 17-21 in Worcester, Massachusetts. More >


GoPro Signs as Presenting Sponsor of the 2016 U.S. National Drone Racing Championships August 5-7 in NYC; AIG, EMC {code}, EY Sign as Major Partners
LOS ANGELES — Drone Sports Association (DSA), the leading global drone racing and drone sports entertainment company, announced today that the highly anticipated 2016 U.S. National Drone Racing Championships "Drone Nationals" will be presented by GoPro, AIG, EMC {code}, and EY have also signed on as major partners for the marquee event August 5-7, on Governors Island, New York. More >


Tigers Announce New Official Sponsor
The Tigers are proud and delighted to have signed a Club record, multi-million-pound deal to have Kenyan online gaming company SportPesa as their official sponsor. More >


Fiat Professional Becomes The Title Sponsor Of The MXGP Of Belgium
MONACO — After a successful collaboration with Fiat Professional as the title sponsor of the FULLBACK MXGP of Great Britain and the FULLBACK MXGP of Lombardia-Italy, Fiat Professional will serve the same role for the MXGP of Belgium. More >


Roush Fenway Announces ‘Mega Gnarly’ Multi-Year Extension with SunnyD
INDIANAPOLIS — You will find no ‘purple stuff’ in the No. 17 team’s cooler at Roush Fenway Racing, as the team has announced a multi-year extension with SunnyD as a primary partner on the No. 17 NASCAR Sprint Cup Series Ford with driver Ricky Stenhouse Jr. More >


UC Davis Health System and Sacramento Republic FC Announce New MLS Partnership and Health Initiative
SACRAMENTO, Calif. — Today, Sacramento Republic FC and the University of California at Davis Health System announced a new partnership establishing UC Davis Health System as the founding jersey (or “kit”) sponsor should Sacramento Republic FC matriculate to Major League Soccer (MLS). More >


Santander Announced as New Title Sponsor of LaLiga
MADRID, Spain — Santander was today announced as the new title sponsor of LaLiga, forming a long-term strategic partnership between two Spanish success stories. More >

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