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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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Fortune, PGA TOUR Enter Marketing Relationship
PONTE VEDRA BEACH, Fla. – The PGA TOUR and Fortune today announced a new marketing relationship that designates Fortune as the “Official Business Knowledge Sponsor of the PGA TOUR and Champions Tour.” More >


Joe Gibbs Racing and Dollar General Announce Expanded Partnership
HUNTERSVILLE, N.C. – Joe Gibbs Racing (JGR) and Dollar General announce today an expanded partnership with a multi-year agreement for the 2015 NASCAR Sprint Cup Series season and beyond. More >


LPGA International Crown Secures FIfth Global Partner
OWINGS MILLS, Md. – The Ladies Professional Golf Association today announced that Swinging Skirts will participate as an Ambassador Partner for the inaugural International Crown, to be played July 24-27, 2014 at Caves Valley Golf Club in Owings Mills, MD.
More >


Brooklyn Nets Announce Hospital For Special Surgery Training Center In Brooklyn
BROOKLYN – At a press conference this morning, the Brooklyn Nets announced their plans to build a new state-of-the-art training center in Brooklyn, featuring panoramic views of New York Harbor, which will serve as the team’s practice site starting with the 2015-16 season. More >


RCR And Caterpillar Extend Partnership
Richard Childress Racing and Caterpillar Inc. announced today the renewal of their overall partnership and sponsorship of the NASCAR Sprint Cup Series No. 31 Chevrolet team. More >


Hear Me Roar: Staples Sponsors Katy Perry Prismatic World Tour
Office supply retailer leverages A-list celebrity to drive store traffic during the back-to-school shopping season More (subscription or free trial required) >


Nesquik Refuels Sponsorship Portfolio With Amateur And Pro Sports
Nestlé USA doubles down on sponsorship to promote chocolate milk as a post-exercise drink More (subscription or free trial required) >


The Most Active Sponsors In The Office Supply Retail Category
Office Depot has the lead over Staples in terms of number of deals with sports and causes the sectors of choice More (subscription or free trial required) >


Dutch National Team and Nike Renew Partnership
Nike and the Royal Netherlands Football Federation (K.N.V.B.) today announce an extension of their partnership until at least 2026, creating a 30-year collaboration. More >


SFX And viagogo Sign Global Sponsorship Deal
NEW YORK – SFX Entertainment, Inc., the world’s largest producer of live events and entertainment content focused exclusively on electronic music culture (EMC) and other world-class festivals, and viagogo, the world’s largest ticket marketplace, today announced they have signed a five-year, $75 million international sponsorship agreement to provide a state-of-the-art ticketing marketplace for SFX event and festival brands on a global basis. More >

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