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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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All In: How Adidas Uses Social Content To Break Through The Clutter
Global brand director Thomas van Schaik shares the thinking behind the @Brazuca marketing campaign at the 2014 FIFA World Cup More (subscription or free trial required) >


Inside Heineken’s “Dance More, Drink Slow” Campaign
Beverage giant uses responsible drinking as the hook to enter the EDM waters More (subscription or free trial required) >


On Target: How Target Is Using Sponsorship To Support Evolving Business Priorities
Retailer adjusts sponsorship portfolio to engage evolving customer base and promote four priority product segments: style, wellness, kids and babies More (subscription or free trial required) >


What A Prospective Sponsor Wants To Know
Tips, tactics and strategies on identifying prospective partners and developing a value proposition More (subscription or free trial required) >


ITU World Triathlon Series Rankings To Be Renamed The Columbia Threadneedle Rankings
As the Global Financial Services partner of the ITU World Triathlon Series, the new brand will feature across the remaining events in the Series and seen by the global TV audience of 156 million triathlon fans. More >


TomTom Named Official Sponsor Of BolderBOULDER Timing And Results
BOULDER, Colo. – BolderBOULDER, voted America’s All-Time Best 10K by Runner’s World, today announced TomTom, Inc. based in Burlington, Massachusetts as the 2015 timing and results sponsor. Each year, more than 100,000 spectators, 50,000 participants, and dozens of professional racing teams descend on Boulder, Colorado for this Memorial Day tradition. More >


Tudor, Tequila Patrón Teaming With Toyota Grand Prix Of Long Beach To Maximize Fan Enjoyment
LONG BEACH, Calif. – The Tequila Patrón Sports Car Showcase will again be a fan-favorite race at the 41st Toyota Grand Prix of Long Beach, April 17-19. More >


Athletics: BellStores Partners With Pro Football Hall Of Fame Marathon As Presenting Sponsor
CANTON, Ohio – BellStores has partnered with the Pro Football Hall of Fame Marathon as the Presenting Sponsor in a multi-year agreement beginning with the 2015 marathon, half marathon, and team relay scheduled for Sunday April 26th, 2015. More >


Colorado Rapids Sign New Jersey Sponsorship Deal With Financial Services Company Transamerica
The Colorado Rapids will look a little bit different when they hit the field against New York City FC on Saturday, with the club announcing on Wednesday that it has signed a jersey sponsorship agreement with Transamerica that will see the financial services company’s logo placed on the front of the Rapids’ uniforms. More >


Skechers Performance Signs As Official Shoe Sponsor For Six Race 13.1 Events In 2015
RALEIGH, N.C. – Race 13.1 is pleased to announce that Skechers Performance is the Official Shoe Sponsor for six Race 13.1 events, which will take place throughout North Carolina in 2015. As the official sponsor, Skechers Performance will have representatives at each race allowing runners to try on Skechers Performance footwear and will offer discounts on select styles for Race 13.1 runners. Additionally, Skechers Performance footwear will be awarded to the overall male and female winners of each of the six Race 13.1 events. More >

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