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Sponsorship News

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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Recycle Direct Sign Up With Aberavon RFC Wizards
With the season recently finished at Aberavon it’s not time to stand still; there is plenty of work to be done pre season on the commercial side. With that in mind we are in a strong position and are currently in the process of renewing sponsorships and will be actively seeking new ones over the next couple of weeks. More >


Hyundai Connects Golfers With All-New Genesis Through A Sponsorship Series Of Regional Golf Tournaments
FOUNTAIN VALLEY, Calif. – Fifty well-established charity golf tournaments around the country will add a Hyundai sponsorship this year. Through the Hyundai Invitational golf tournament series, these 50 events will receive a premium Hyundai experience, including hole-in-one opportunities for the all-new Genesis sedan, donations toward the tournament and numerous other prizes and giveaways. More >


Ollie’s Bargain Outlet Named ‘Title Sponsor’ Of NASCAR Nationwide Series Race At Michigan International Speedway June 14
BROOKLYN, Mich. — Ollie’s Bargain Outlet, one of America’s largest discount retailers, is pleased to expand its relationship with NASCAR and start a new partnership with Michigan International Speedway as the title sponsor of the Nationwide Series race on June 14: the Ollie’s Bargain Outlet 250. More >


Yokohama Tire Corporation’s ‘VIP Experience’ Promotion Gives Fans A Chance To Slide Into New York For A Yankees Game
FULLERTON, Calif. – For baseball fans, there’s nothing like taking in a New York Yankees game at Yankee Stadium. Thanks to Yokohama Tire Corporation’s (YTC) “VIP Experience” sweepstakes promotion, one (1) lucky fan and three (3) guests will have the opportunity to head to the Big Apple to catch a game – and much more – via the online and text-messaging contest that runs now through June 30. More >


Birds Eye Steps Up To The Plate With Disney Partnership
Frozen vegetable giant uses Disney partnership and mobile marketing campaign to promote the importance of healthy eating More (subscription or free trial required) >


Fair Trade: Keurig Expands Sponsorship Portfolio
Single-serve coffee company moves beyond college sports with ties in fashion, entertainment and other vertical markets More (subscription or free trial required) >


High Brew Coffee Brews Up New Sponsorships
Upstart ready-to-drink beverage sponsors music festivals, food fests and other events to sample product and build buzz More (subscription or free trial required) >


SKECHERS Sponsors California Chrome’s Run At The Triple Crown
MANHATTAN BEACH, Calif. – SKECHERS USA, Inc. recently called “the hottest major (footwear) brand in the U.S.” by Princeton Retail Analysis*, today announced that it has signed on to sponsor thoroughbred racehorse California Chrome as he contends at the Belmont Stakes on June 7 to become the first Triple Crown winner since Affirmed grabbed the title 36 years ago in 1978. More >


Morris Distributing Brings North Bay Craft Beers To Sonoma Raceway
SONOMA, Calif. – Sonoma Raceway fans can enjoy some of Northern California’s most iconic craft beer brands when they visit this summer, as the raceway welcomes back Morris Distributing as an official sponsor. More >


KPMG, PGA Of America And LPGA Join Forces To Create World-Class Major Championship, The KPMG Women’s PGA Championship
NEW YORK – KPMG, the PGA of America, and the LPGA today announced the KPMG Women’s PGA Championship, and the creation of a multi-faceted program focused on the development, advancement, and empowerment of women on and off the golf course. More >

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