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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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Stoked Sponsorship: Jeep Partners With World Surf League
Auto brand signs first multi-continent sponsorship to drive global sales More (subscription or free trial required) >


CareerBuilder Becomes New Title Sponsor Of Former Bob Hope Classic
PONTE VEDRA BEACH, Fla. and LA QUINTA, Calif. – The PGA TOUR, Desert Classic Charities and the Clinton Foundation announced today that CareerBuilder, the global leader in human capital solutions, is the new title sponsor of the former Bob Hope Classic after entering a six-year agreement that runs through 2021. More >


Discover Extends Sponsorship With NHL, Unveils New NHL Discover It Card
NEW YORK – The National Hockey League (NHL) today announced the renewal of a multiyear sponsorship with Discover Financial Services in the U.S. As part of this agreement, Discover remains the Official Credit Card and Official Payment Service Partner of the NHL and for all U.S.-based League events through 2019. More >


Novo Nordisk Renews Commitment To World’s First All-Diabetes Professional Cycling Team Through 2017
ATLANTA, Ga. – Global healthcare company Novo Nordisk, renewed its partnership with Team Novo Nordisk for an additional two years, extending the company’s commitment to the first-ever all-diabetes professional cycling team to a total of five years. The team, made up of 18 athletes from 11 countries, all living with type 1 diabetes, will compete in its first major U.S. stage race of the season at the prestigious Tour of California, beginning May 10th in Sacramento. More >


Yokohama Tire Corporation Plays Ball With The New York Yankees And Los Angeles Angels In 2015
SANTA ANA, Calif. – Yokohama Tire Corporation (YTC) steps up to the plate this season by sponsoring two Major League Baseball teams: the New York Yankees and Los Angeles Angels. YTC’s sports marketing partnership with the Yankees is in its fifth year and sixth with the Angels. More >


NAPA AUTO PARTS To Sponsor Chase Elliott In 2016
CONCORD, N.C. – NAPA AUTO PARTS will grow its relationship with 11-time NASCAR Sprint Cup Series champions Hendrick Motorsports in 2016 when it becomes the majority sponsor of driver Chase Elliott and his No. 24 Chevrolet SS team. The news was announced Tuesday evening in Las Vegas during the NAPA EXPO, which is attended by more than 17,000 store owners, managers and dealers. More >


Samsung SDI Strengthens Partnership With BMW Through DTM Sponsorship
SEOUL, South Korea – Samsung SDI Co. Ltd., a global leader in energy solutions and electronic materials, has inked an official premium partnership contract with BMW Motorsport for the prestigious DTM (Deutsche Tourenwagen Masters), a leading motorsport championship in Europe. More >


New Jersey Devils Ramp Up NJ100 Program
NHL team uses networking program to facilitate business-building opportunities among C-level executives More (subscription or free trial required) >


The Hottest Sponsorship Category In 2015? Solar
Solar energy companies partner with pro sports teams, music festivals and other properties to demonstrate sustainable energy in action More (subscription or free trial required) >


Wine Makers Uncork New Sponsorships
E. & J. Gallo, Jamieson Ranch and others sign new deals to build their brands, promote new products and engage millennials More (subscription or free trial required) >

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