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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.

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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Rust-Oleum Becomes Title Sponsor Of Web.com Tour Event In Cleveland
CLEVELAND – The PGA TOUR, Greater Cleveland Sports Commission and Rust-Oleum Corporation, a worldwide leader in the paints and coatings industry, announced today that Rust-Oleum will become the title sponsor of Cleveland’s Web.com Tour professional golf event, formerly known as the Cleveland Open. More >


The Madison Square Garden Company Names Andrew Lustgarten Executive Vice President, Corporate Development And Strategy
NEW YORK – The Madison Square Garden Company today announced that Andrew Lustgarten, a highly-regarded executive with expertise in driving corporate strategy and new business opportunities, has been named executive vice president, corporate development and strategy, effective November 18, 2014. Mr. Lustgarten joins the Company after seven years at the NBA, where he most recently served as senior vice president, global strategy, and before that, special assistant to the Commissioner. More >


Essence Broadens Scope of Sponsor Summit    
Time Inc. unit transforms sponsor summit into marketing upfront; secures Colgate-Palmolive as a result of 2013 confab More (subscription or free trial required) >


How Luden’s Is Using Music As A Brand Refresh  
Throat lozenge sponsors Fun Fun Fun, Boston Calling and other fests to reach a new generation of consumers More (subscription or free trial required) >


Inside Microsoft’s New Partnership With Special Olympics  
Technology giant helps Special Olympics modernize technology and enhance the athlete experience More (subscription or free trial required) >


U.S. Army Teams With Live Nation On Digital Content Series
Army embeds two soldiers in OneRepublic tour to highlight STEM-based careers in the armed forces More (subscription or free trial required) >


NHL Announces Partnership With DraftKings
NEW YORK – The National Hockey League (NHL) today announced a multi-year North American partnership with DraftKings, one of the largest U.S.-based destinations for daily fantasy sports. Hockey fans will be able to take part in free to enter daily sports fantasy games on DraftKings.com for a chance to win numerous prizes, including trips to premier NHL events – 2015 Bridgestone NHL Winter Classic, 2015 NHL All-Star Game, 2015 Coors Light NHL Stadium Series and 2015 NHL Awards. More >


Red Fox Teams Up With MetroPCS Dallas Marathon As The Official Headphone Sponsor
NIXA, Mo. – Red Fox Wireless, an emerging company in the sports and outdoor market that makes Bluetooth wireless headphones and accessories, is proud to support the MetroPCS Dallas Marathon as the Official Headphone Sponsor. More >


Northeastern Supply Renews Sponsorship Of Regan Smith, Jr Motorsports’ Car #7 In 2015
The Northeastern Supply Company will commemorate its 22nd consecutive season of NASCAR Xfinity Series (formerly Nationwide Series) race team sponsorship in 2015 by renewing its support of driver Regan Smith and JR Motorsports’ #7 Chevrolet Team. Making the announcement was Northeastern President/CEO Steve Cook. More >


The Endurance Race Series Welcomes HOKA ONE ONE As Our New Presenting Sponsor
ERIE, Colo. – The Endurance Race Series, Colorado’s largest trail race series, is excited to announce and introduce HOKA ONE ONE as the new Presenting Sponsor in the footwear category for all of its mountain events starting in 2015. More >

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