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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.

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Retailers Go Shopping For New Sponsorships  
Lowe’s, Bass Pro Shops and other retailers increase use of sponsorship to drive store traffic and engage employees More (subscription or free trial required) >


Year-End Review: Sponsorship Spending On The Four Major U.S. Pro Sports Leagues
Major League Baseball posts the largest increase in year-over-year spending among the four major U.S. pro sports leagues More (subscription or free trial required) >


Clif Bar & Company And IRONMAN Expand North American Partnership
TAMPA, Fla./EMERYVILLE, Calif. – Today, Clif Bar & Company and IRONMAN announced their expanded partnership to name Clif Bar as the Official Sports Nutrition Sponsor of the IRONMAN and IRONMAN 70.3 North American race series beginning in 2016. More >


Qatar Airways Announces Three-Year Partnership With International Premier Tennis League As ‘Presenting Partner’
DOHA, Qatar – Qatar Airways, the national carrier of the State of Qatar, has announced its three-year sponsorship as ‘Presenting Partner’ of the prestigious International Premier Tennis League (IPTL). More >


Daikin Join Tahs As Principal Partner
The NSW Waratahs have today announced the signing of a three-year partnership agreement with Daikin Australia who will become the club’s Principal Partner. The Daikin brand will appear on the front of the NSW Waratahs match jersey from the 2016 season onwards. More >


Nuun Announced As The Official Sports Beverage Partner Of The BolderBOULDER
BOULDER, Colo. – BolderBOULDER, voted America’s All-Time Best 10K by Runner’s World, is thrilled to announce Nuun and Company as its official sports beverage partner for the ColderBOULDER 5K and BolderBOULDER Memorial Day 10K classic. The 13th running of the ColderBOULDER will take place on December 5, 2015 and the 38th running of the BolderBOULDER, will take place in Boulder, Colorado on May 30, 2016, and is the U.S.’s fourth-largest road race. More >


Sustainable Cleaning Product Company Cleanwell Named Presenting Sponsor Of The LA Kings Ice Crew And Official Hand Sanitizer Of The LA Kings
LOS ANGELES, Calif. – The LA Kings have entered into a partnership with CleanWell to become the Official Hand Sanitizer of the LA Kings and Presenting Sponsor of the LA Kings Ice Crew. The multi-year agreement will help support awareness of CleanWell and their sustainable products to consumers while also advancing their business-to-business distribution on the west coast. More >


Chip Ganassi Racing Finds Success With Second Annual Sound Garage
Motorsports team gains 72 million impressions and 125,000 consumer engagements as a result of social media-centric concert More (subscription or free trial required) >


Sponsorship Spending On MLB Totals $778 Million In 2015 Season
Spending grows 12 percent, outpacing year-over-year increases at the NFL, NBA and NHL More (subscription or free trial required) >


Champions Tour Announces PowerShares QQQ Championship As Opening Event In 2016 Charles Schwab Cup Playoffs
ORLANDO, Fla. – The PGA TOUR’s Champions Tour and Invesco PowerShares announced today a new event to be contested in Los Angeles – the PowerShares QQQ Championship – at a site to be announced, October 24-30, 2016, with Sherwood Country Club in Thousand Oaks, Calif. selected as host of the 2017 and 2018 events. More >

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