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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State Farm Renews Collaboration With Warrior Dash
Chicago, Ill. – Warrior Dash, the 5K obstacle course race that more than 3 million people have completed since 2009, today announced the return of State Farm as part of the 2017 Warrior Dash season. More >


San Diego County Credit Union Becomes Holiday Bowl’s Title Sponsor
SAN DIEGO — San Diego County Credit Union (SDCCU), San Diego’s largest locally-owned financial institution, is the new title sponsor of the Holiday Bowl, which will now officially be called the San Diego County Credit Union Holiday Bowl. More >


StubHub Center Locks In AstroTurf As Official Partner And Provider Of Synthetic Turf
CARSON, Calif. – StubHub Center, home of the MLS club LA Galaxy, has announced a partnership with AstroTurf, the maker of the world's best artificial playing surfaces. More >


Golden Knights, Toyota Enter Partnership Agreement
LAS VEGAS – Vegas Golden Knights President Kerry Bubolz announced today that the team has signed a multi-year partnership with the Southern Nevada Toyota Dealers Association. The partnership will begin with the team's inaugural 2017-2018 season. More >


LPGA Announces New Partner and Debut of LPGA Travel on LPGA.com
DAYTONA BEACH, Fla. – The Ladies Professional Golf Association (LPGA) announced today the debut of LPGA Travel on LPGA.com in partnership with HotelPlanner.com, a new member of the LPGA family as an Official Marketing Partner with the designation as Official Hotel Booking Resource of the LPGA. More >


Old World Industries and Joe Gibbs Racing Announce Multi-Year Partnership
NORTHBROOK, Ill. – Old World Industries (OWI) and Joe Gibbs Racing today announced a multi-year deal for the automotive aftermarket company and Official Partner of NASCAR to sponsor drivers Matt Kenseth and Daniel Suárez in various NASCAR national series races. More >


Sweet Deal: The Hershey Company And NCAA Renew Partnership; Reese’s Brand Returns As “Official Confectionery Partner Of The NCAA”
HERSHEY, Pa. – College basketball just got a whole lot sweeter! Today, The Hershey Company announced a five-year extension with CBS Sports, Turner Sports and the NCAA to continue its role as “Official Confectionery Partner.” More >


Constellation Brands Coordinates New Sponsorship Strategy
Beer marketer lines up local sponsorships in support of national strategy; signs new deals with Chicago White Sox, CONCACAF and University of Texas athletics More (subscription or free trial required) >


How O2 Is Using Sponsorship To Prevent Customer Churn
Wireless services provider doubles down on customer perks as part of 10-year extension of London’s O2 Arena More (subscription or free trial required) >


How TCL Is Using Sponsorship To Elevate U.S. Positioning
Chinese TV upstart partners with Minnesota Timberwolves, Rose Bowl and other properties to build visibility in the U.S. market More (subscription or free trial required) >

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