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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How Shopify Is Using Sponsorship To Take Online Shopping Offline
E-commerce company sponsors ComplexCon pop culture festival to engage small business owners and budding entrepreneurs More (subscription or free trial required) >


How To Make The Most Out Of Post-Event Recap Reports
Best practices, tips and tactics on getting the most out of post-event recaps More (subscription or free trial required) >


Huggies Cleans Up With The National Football League
Diaper brand partners with the Detroit Lions, Miami Dolphins and San Francisco 49ers to draw attention to diaper need More (subscription or free trial required) >


One-on-One: Tom Swift, Global Vice President, Grey Goose
Super-premium vodka extends PGA Tour partnership, plans to add Boulangerie Bleue into 19th Hole Lounge thematic More (subscription or free trial required) >


Constellation Brands Announces Its Most Comprehensive Arena Sponsorship for Corona Extra, Modelo Especial, and Ballast Point with Barclays Center
BROOKLYN – Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. More >


Hankook Tire Tips-Off Partnership with the National Basketball Association (NBA)
NASHVILLE, Tenn. – With the start of the 2016-2017 NBA season this week, Hankook Tire America Corp. announces the launch of its inaugural marketing program with the league. More >


Carabao 'Bring It On' And Become New Sponsor Of EFL Cup
The EFL and Carabao have today announced a three-year deal that will see the Thai energy drinks brand become the Official Title Sponsor of the EFL Cup and Official EFL partner. More >


The Latin Recording Academy Announces Sponsors for the 17th Annual Latin GRAMMY Awards
MIAMI – The Latin Recording Academy proudly announces its official sponsors for the 17th Annual Latin GRAMMY Awards. The 17th Annual Latin GRAMMY Awards will broadcast live from the T-Mobile Arena in Las Vegas on Thursday, Nov. 17, from 8–11 p.m. ET/PT (7 p.m. Central) on Univision. More >


Barclays ATP World Tour Finals And Nature Valley Team Up For Season Finale
LONDON – The ATP and leading global snack bar brand Nature Valley have today announced a new partnership with the Barclays ATP World Tour Finals, which will take place at The O2 in London from 13-20 November 2016. More >


ISPS HANDA Returns as Sponsor of the World Cup of Golf
MELBOURNE, Australia – The International Federation of PGA Tours announced today that the International Sports Promotion Society (ISPS HANDA) founded by Japanese businessman and philanthropist Dr. Haruhisa Handa, has agreed to sponsor the upcoming World Cup of Golf at Kingston Heath Golf Club in Melbourne, scheduled for November 23-27. ISPS HANDA also sponsored the last World Cup when it was staged at nearby Royal Melbourne Golf Club in 2013. More >

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