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.

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Toyota Extends Partnership With P3R Through 2019
PITTSBURGH – P3R, Pittsburgh’s premier race organization, has announced a partnership extension with Toyota. The 3-year deal will name Toyota as the exclusive and official vehicle of the DICK’S Sporting Goods Pittsburgh Marathon and will also extend the company’s title sponsorship of the Toyota Pittsburgh Kids Marathon through 2019. More >


Huawei Selected as Official Supplier for PyeongChang 2018 Olympic Winter Games
SEOUL – In February 2018, over 50,000 people will come together in PyeongChang, South Korea, for the 2018 Olympic and Paralympic Winter Games. With the Games’ theme of ‘Passion. Connected’, technology will be central to empowering athletes, coaches and audiences. More >


eHi and NBA China Announce New Multiyear Marketing Partnership
SHANGHAI – NBA China and eHi Car Services Limited ("eHi"), today announced a multiyear marketing partnership that will make eHi the Official Marketing Partner and Car Rental Services Partner of the NBA in China. More >


Manchester United Unveils Deezer As Exclusive Music Streaming Partner
Manchester United has today announced a ground-breaking new partnership with Deezer, one of the world’s leading digital music platforms. More >


PyeongChang 2018 Signs Sponsorship Agreement With Huawei For The Network Equipment Category
SEOUL – On December 13, the international networking giant, Huawei officially joined PyeongChang 2018 as an Official Supplier for Network Equipment for the upcoming Olympic Winter Games. More >


Twelve Categories To Watch In 2017
Cannabis companies, diagnostic testing services and other categories expected to ramp up sponsorship in the New Year and beyond More (subscription or free trial required) >


World Financial Group, Inc. And USA Luge Ink 2-Year Sponsorship Deal
LAKE PLACID, N.Y. – USA Luge and World Financial Group, Inc. (WFG) announced Friday a two-year agreement making WFG an Official Sponsor of the luge national governing body in the United States. More >


BMW Dallas Marathon Partners with Uber for Seamless Race Weekend Rides
DALLAS – Organizers for the BMW Dallas Marathon announced a new partnership with Uber, designed to make transportation to and from the two-day BMW Dallas Marathon Health and Fitness Expo and BMW Dallas Marathon race day simpler and seamless. More >


Comcast Corporation And The U.S. Olympic Committee Announce Partnership
PHILADELPHIA – Comcast Corporation and the United States Olympic Committee announced today that Comcast has signed an agreement to serve as an Official Partner of the USOC through 2020, which includes the 2018 Olympic and Paralympic Winter Games in PyeongChang, South Korea, and the 2020 Games in Tokyo. More >

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