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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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Demi Lovato Is Back On The Road with The Radiant Collection For Her World Tour
CINCINNATI – When it comes to owning a distinct style, nobody does it better than multi-talented, platinum-selling recording artist and fashionista Demi Lovato. That’s why The Radiant Collection, from Procter & Gamble’s (P&G) leading feminine protection brands Always and Tampax, has hit the road with Demi as a sponsor of the Demi World Tour. More >


Gatorade Endurance And IRONMAN Announce Multi-Year Partnership For U.S. Series
TAMPA, Fla./CHICAGO, Ill. — Gatorade Endurance, an elite line of sports fueling products from Gatorade for endurance athletes, and IRONMAN, the largest participation sports platform in the world, today announced a multi-year partnership that will provide IRONMAN and IRONMAN 70.3 triathlon competitors Gatorade Endurance Formula on U.S. race courses beginning in 2015. More >


Checking In On The Hotel Category
Hotels double down on sponsorship to gain a point of differentiation as occupancy rates return to pre-recession levels More (subscription or free trial required) >


Cirque du Soleil Breaks New Ground With Avatar Production
Theatrical producer sells sponsorship to individual show for the first time due to the worldwide popularity of the 2009 science fiction film More (subscription or free trial required) >


Dr. Bronnerā€™s Magic Soaps Is Once Again Supporting The 5th Annual Del Mar Mud Run
SAN DIEGO, Calif. San Diegans are getting down and dirty where the “surf meets the dirt” on October 4th as VAVi Sport & Social Club, San Diego’s premier coordinator of social events, charity opportunities and adult sports leagues, brings you the 5th Annual Del Mar Mud Run 5k with Dr. Bronner’s Magic Soaps as the “Official Soap Partner”. More >


TD Ameritrade Named Official Sponsor Of The NFL
OMAHA, Neb. – TD Ameritrade Holding Corporation and the National Football League (NFL) today announced a three-year agreement, making TD Ameritrade an official sponsor of the National Football League. This new relationship is effective beginning with the 2014 season and will extend through the 2016 season. More >


USA Hockey Extends Partnership With Harrow Sports
COLORADO SPRINGS, Colo. – USA Hockey has entered into a multi-year agreement with Harrow Sports to continue as the official equipment, uniform, apparel, and bag supplier of the 2015 and 2017 USA Hockey Men's and Women's National University Team. The partnership supports the U.S. National University Teams participating in the Winter World University Games. More >


Janus Announced As Title Partner Of Rock ā€˜nā€™ Roll Denver
DENVER, Colo. – Competitor Group, Inc. (CGI) today announced a partnership with Denver-based Janus Capital Management (Janus) to become the title sponsor of the Janus Rock ‘n’ Roll Denver Marathon & ½ Marathon. More >


NASCAR Names XFINITY As New Series Sponsor
CHARLOTTE, N.C. – NASCAR's No. 2 series will have a new partner beginning in 2015 as Comcast's XFINITY brand becomes the entitlement partner for what is currently known as the Nationwide Series. More >


Ralph Lauren Named Official Partner & Outfitter Of The PGA Of America
PALM BEACH GARDENS, Fla. – Ralph Lauren Corporation has been named an Official Partner and Outfitter of the PGA of America through 2020. The licensing agreement also designates that Ralph Lauren is the Official Partner and Official Outfitter of the PGA Championship; the Official Outfitter of Ryder Cups conducted in the United States during that period; and the Official Outfitter of every U.S. Ryder Cup Team through 2020. More >

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