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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Dallas Marathon Announces BMW as New Title Partner
The Dallas Marathon board of directors today announced a multiyear title sponsorship agreement with BMW of North America and the Dallas-Fort Worth Area BMW Centers for the organization’s marquee race property: the Dallas Marathon. The event, which is Texas’ oldest marathon and the largest annual sporting event in North Texas, will be known as the BMW Dallas Marathon, Half Marathon and Behringer Relay. More >


International Triathlon Union Announces Global Partnership with NTT Group
The International Triathlon Union (ITU) is pleased to announce it has signed an initial two-year contract with the NTT Group to become a global partner of both ITU and the ITU World Triathlon Series for 2016 and 2017. More >


JACOB Companies Signs Multi-Year Deal to Sponsor NASCAR Camping World Truck Series Race at Dover International Speedway
DOVER, Del. – JACOB Companies, a full-service general contractor that serves many states up and down the East Coast, has agreed to a multi-year deal to be the entitlement sponsor for the NASCAR Camping World Truck Series races at Dover International Speedway, track officials announced today. More >


MXGP and Trentino Together for 2016 Season
MONACO – Youthstream is pleased to welcome the Italian region ‘Trentino’ as official partner of MXGP for 2016. More >


USA TODAY Sports Announces Mazda as Founding Partner of Active Alliance Running Series
MCLEAN, Va. – USA TODAY Sports and Mazda North American Operations (Mazda) today announced an exciting new partnership around the USA TODAY Sports Active Alliance – a network of the country’s finest independent marathons. More >


Beef Jerky Goes Upscale, And New Sponsorships Follow
Jerky makers increase use of sponsorship to reach new audiences and promote new products More (subscription or free trial required) >


Spam Extends Shelf Life Of Spamerican! Tour
Hormel rolls sampling tour into year two with new markets and cause tie More (subscription or free trial required) >


Speakman Uses Sponsorship To Promote Water Conservation
Bath products company partners with Firefly music fest to promote water-saving shower head More (subscription or free trial required) >


Sweet Sassafras! Hard Root Beer Taps New Sponsorships
Coney Island Brewing, Anheuser-Busch and others double down on sponsorship to promote hard soda offerings More (subscription or free trial required) >


NBA and Mountain Dew Launch League’s First-Ever U.S. 3x3 Basketball Competition Tour
NEW YORK – The NBA and Mountain Dew today announced Dew NBA 3X, the league’s first-ever nationwide elite 3x3 basketball competition tour that will make stops in six NBA markets between May and October with winning teams qualifying for the 2017 USA Basketball 3x3 Tournament. More >

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