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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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AdvoCare Expands Roush Fenway Partnership to XFINITY Series
CONCORD, N.C. – In addition to serving as the primary partner on Trevor Bayne’s No. 6 Sprint Cup entry, AdvoCare will team with NASCAR XFINITY Series points’ leader Chris Buescher as the primary partner for six races during the stretch run for the 2015 series championship. More >


Western New York Energy, LLC, Renews as Official Supporter of USA Luge
SHELBY, N.Y. — Western New York Energy, LLC (WNYE), has renewed its relationship with USA Luge, becoming an Official Supporter for the second consecutive year. More >


Dogus Group Joins Euroleague Basketball’s Family Of Partners
Euroleague Basketball is pleased to welcome Dogus Group, one of Turkey’s largest private-sector conglomerates, to its family of partners. Dogus Group brings its . strong commitments to the game of basketball, social wellbeing and corporate excellence to the forefront by partnering with the continent’s premier basketball competition for three years. At the core of the partnership are mutual goals relating to corporate social responsibility as well as pan-European and regional sponsorship for some of the Group's companies that will be part of both the Turkish Airlines Euroleague and Eurocup’s marketing partnership programmes. More >


NHL And Constellation Increase Energy Efficiency, Support Environmental Sustainability For Kraft Hockeyville USA
NEW YORK – The National Hockey League (NHL) and its official energy services partner, Constellation, will extend their joint commitment to improve environmental sustainability within the sport of hockey for Kraft Hockeyville USA, the Sept. 29 preseason game between the Pittsburgh Penguins and Tampa Bay Lightning at the Cambria County War Memorial Arena in Johnstown, Pa. More >


Red Vines Becomes Official Sponsor of Pac-12 Football Championship Game; Will Activate "Sweet Moments" Campaign Throughout 2015 Season
SAN FRANCISCO – The Pac-12 announced today that it has secured Red Vines candy as an official sponsor for the 2015 Pac-12 Football Championship Game and will activate a weekly multi-platform “Sweet Moments” campaign to celebrate the most remarkable moments in the Pac-12 throughout the season. More >


Alcatel Onetouch Calls Up New Sponsorships
Mobile phone maker increases North American marketing spend fivefold, with sponsorship playing a key role More (subscription or free trial required) >


Sponsorship Spending On College Athletics Totals $1.1 Billion In 2014/2015 Season
Apart from apparel deals, insurance is the most active category, while AT&T is the most active brand More (subscription or free trial required) >


USA Today Sports Media Group Rolls Up Local Marathons Into A National Alliance
Media giant secures sales rights at 7 marathons—with 8 more on the way— to offer one-stop shopping in the endurance sports space More (subscription or free trial required) >


Skechers Performance Becomes Title Sponsor Of Los Angeles Marathon
LOS ANGELES – LA MARATHON LLC and Skechers Performance, which is a division of Skechers USA, Inc., today announced a multi-year partnership, with Skechers Performance becoming the official title sponsor of the Los Angeles Marathon. The two Los Angeles-based companies have teamed up for the city’s biggest running event, now the Skechers Performance Los Angeles Marathon, which will be held on Sunday, February 14, 2016. Registration for the race will open on Tuesday, September 1, 2015. More >


Emirates, Canadian Pacific, Opera Gallery, Hermès, And Artemide Join As Partners Of The Second Edition Of The Longines Masters Of Los Angeles On October 1-4, 2015
LOS ANGELES – EEM, creator and organizer of the Longines Masters series, today announced its partnerships for the second annual Longines Masters of Los Angeles, including luxury brands such as Emirates, Canadian Pacific, Opera Gallery, Hermès Sellier and Artemide. These prestigious partners join previously announced Longines and Gucci. During the event October 1-4, 2015 at the Los Angeles Convention Center, visitors will immerse themselves in culture and luxury as they receive a front-seat view of the glamour of Hollywood combined with an unparalleled level of competition. More >

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IEG 2016 Agenda Announced!

See who is speaking and what you will learn in April in Chicago. View the speakers and agenda.