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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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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 >


BitPay Signs On As New St. Petersburg Bowl Game Title Sponsor
ST. PETERSBURG, Fla. – ESPN Events, a subsidiary of ESPN, has announced BitPay, the world’s leader in business solutions for the bitcoin digital currency, as the new title sponsor for the annual college football postseason game played in St. Petersburg (Fla.). More >


Tiger Woods To Debut MusclePharm As New Golf Bag Sponsor
DENVER, Colo. – MusclePharm Corporation, a scientifically driven, performance-lifestyle sports nutrition company, today announced it has signed a multi-year endorsement agreement with Tiger Woods. This agreement includes sponsorship of Tiger Woods' golf bag. The partnership officially begins July 1st, 2014. More >


Toyota Signs Multi-Year Extension With Sonoma Raceway
SONOMA, Calif. – Toyota Motor Sales (TMS), U.S.A. and the Northern California Toyota Dealers have signed a multi-year agreement to continue as co-title sponsor of the annual NASCAR Sprint Cup Series race at Sonoma Raceway, officials announced today. More >


Panasonic And Hendrick Motorsports Grow Partnership
CONCORD, N.C. – Panasonic has expanded its relationship with Hendrick Motorsports with a new multi-year agreement that includes primary sponsorship of the No. 24 team of four-time NASCAR Sprint Cup Series champion and current points leader Jeff Gordon. More >


Alaska Airlines Banks On New Sponsorship Strategy
Airline launches “less is more” sponsorship strategy to free up activation dollars and maximize return on investment More (subscription or free trial required) >

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