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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IEG Research: The Most Active Companies Sponsoring Action Sports
GoPro is by far the most active sponsor of action sports with Anheuser-Busch and Samsung tied in a distant second More (subscription or free trial required) >


The Most Active Sponsors Of The Performing Arts
Bank of America is the most active sponsor with Wells Fargo in a close second More (subscription or free trial required) >


Fire Alarm Services, Inc. To Partner With NEMCO Motorsports
MOORESVILLE, N.C. – NEMCO Motorsports announced today a new relationship with Fire Alarm Services, Inc. As part of the agreement, the NEMCO Motorsports No. 8 Chevrolet Silverado will carry the Fire Alarm Services, Inc., brand as the primary sponsor on Friday, June 10 at the Texas Motor Speedway during the NASCAR Camping World Truck Series competition with driver John Hunter Nemechek. More >


The FA Strike a New Long-term Deal with Ladbrokes
The FA has announced a long-term agreement with Ladbrokes to become its new official betting partner. More >


Comcast Enters Esports As Major Sponsor
PHILADELPHIA – Comcast today announced official Xfinity brand sponsorships with ESL, the world’s largest esports company, and Evil Geniuses (EG), the most successful esports organization. More >


Indianapolis Monumental Marathon and CNO Financial Group Announce Title Sponsorship
INDIANAPOLIS – Indianapolis Monumental Marathon, one of the largest marathons in the U.S., and CNO Financial Group, Inc., a holding company that provides health and life insurance through Bankers Life, Colonial Penn and Washington National, today announced a multi-year title sponsorship of the Indianapolis Monumental Marathon. More >


Swans Unveil New Shirt Sponsors BETEAST
Swansea City is pleased to announce a new official front of shirt partnership with betting company BETEAST for season 2016-17. More >


USA TODAY Sports Active Alliance Names Maui Jim as an Official Partner
NEW YORK – USA TODAY Sports and Maui Jim today announced a new partnership around the USA TODAY Sports Active Alliance – a network of the country’s finest independent marathons. More >


Dean & DeLuca Develops A Taste For Sponsorship
Gourmet food retailer partners with PGA Tour, Tribeca Film Festival and other properties to build its profile on the global stage More (subscription or free trial required) >


Inside Esurance’s Evolving Sponsorship Strategy
Insurer focuses on three national platforms–MLB, SXSW and the NFL San Francisco 49ers–with a fourth on the way More (subscription or free trial required) >

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