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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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Coca-Cola Company Joins HITS Endurance As National Sponsor
SAUGERTIES, N.Y. – HITS Endurance, which produces both HITS Triathlon Series and HITS Running Festivals, is proud to announce their new, multi-year partnership with Coca-Cola Company as an Official Beverage Sponsor of their fourteen nationwide endurance events. More >


GUINNESS Announces New Partnership With Aintree For The 2014 Grand National
DIAGEO has today announced the GUINNESS brand is strengthening its association with British horse racing by becoming an Official Partner of Aintree for the 2014 Grand National. The new partnership is the latest addition to the brand’s stable of horse racing partnerships and also sees the brewer continue its commitment to promoting responsible drinking, by becoming an Official Responsible Drinking Partner of Aintree. More >


Jimmy John's Gourmet Sandwiches Announces As Event Title Sponsor For NASCAR Nationwide Series Race At Chicagoland Speedway
JOLIET, Ill. – Chicagoland Speedway today announced Jimmy John's Gourmet Sandwiches as the title sponsor of its NASCAR Nationwide Series Race on Saturday, Sept. 13. The Jimmy John's Freaky Fast 300 Powered by Coca-Cola will serve as the precursor for the first race in the Chase for the NASCAR Sprint Cup at Chicagoland Speedway on Sunday, Sept. 14. More >


KGN Pillinger Manufactures Bespoke Partnership With MCE British Superbikes
The MCE Insurance British Superbike Championship has announced a partnership with KGN Pillinger the UK's leading manufacturer and service provider of bespoke, high-technology water pumping systems. Surrey-based KGN Pillinger work in partnership with water, industrial and building services industries throughout the world to provide complete water engineering solutions. More >


LPGA Announces New Rolex Annika Major Award
RANCHO MIRAGE, Calif. – Annika Sorensta, a golf legend synonymous with major championship excellence, will now have her name attached to an award honoring the LPGA’s best major performer each season. The LPGA and Rolex announced the new Rolex ANNIKA Major Award at a press conference on the eve of the 2014 season’s first major, the Kraft Nabisco Championship. More >


LPGA Announces 2014 International Crown Ambassador Sponsors, Unveils Trophy & Launches Ticket Sales
RANCHO MIRAGE, Calif. – The Ladies Professional Golf Association (LPGA) announced today that Hana Financial Group, PANDORA Jewelry and Rolex, will participate as Ambassador Sponsors for the inaugural LPGA International Crown, to be played July 24-27, 2014 at Caves Valley Golf Club in Owings Mills, MD. More >


Survey Finds Sponsors Looking For Slightly Different Benefits And Services From Properties
Findings from the 14th annual IEG/Performance Research Sponsorship Decision-makers Survey More (subscription or free trial required) >


Ford Returns To Formula DRIFT With Top Mustang Team, Trackside Fun And 2014 Fiesta ST Giveaway
LONG BEACH, Calif. – To celebrate its second year as an official sponsor of the Formula DRIFT series, Ford Motor Company is returning in force for 2014. Ford will support Mustang drivers Vaughn Gittin Jr. and Justin Pawlak, launch a sweepstakes for a custom Fiesta ST and bring trackside displays to three key events across the United States. Ford kicks off its Fiesta ST giveaway at the opening round of the series in Long Beach, Calif., April 4-5. More >


500 Festival And Meijer Enter Into Multi-Event Partnership
INDIANAPOLIS – The 500 Festival announced today that Meijer has agreed to a significant multi-year sponsorship with the organization. The agreement includes an integrated partnership including a financial commitment, as well as products and marketing support for multiple 500 Festival events and programs including the following: More >


Etihad Airways Named Official Airline Partner Of Major League Soccer
ABU DHABI / NEW YORK – Major League Soccer (MLS) and Soccer United Marketing, MLS’ commercial arm, today announced a multi-year partnership deal with Etihad Airways, the national airline of the United Arab Emirates. More >

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