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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Cricket Wireless and WWE Announce Integrated Multi-Year Sponsorship
ATLANTA and STAMFORD, Conn. – Cricket Wireless and WWE announced today that the nation’s fastest growing prepaid wireless brand will team up with WWE in a multi-year agreement, providing Cricket significant visibility and consumer engagement at WWE’s biggest events of the year, including WrestleMania, SummerSlam, Royal Rumble and Payback. More >


LA Galaxy and Southern New Hampshire University Partner to Further Education Opportunities
LOS ANGELES – The LA Galaxy has teamed up with Southern New Hampshire University (SNHU), a private, non-profit university, to expand educational opportunities for players, students and the greater Los Angeles community. This is an expansion of SNHU’s larger partnership with Major League Soccer. More >


NASCAR Welcomes Allegiant Air As First Official Passenger Airline
DAYTONA BEACH, Fla. NASCAR and Allegiant Air announced today, during the NASCAR Fuel For Business Council meetings in Las Vegas, a multi-year agreement designating the travel company as the Official Passenger Airline of NASCAR. More >


Packers announce Carmex as presenting sponsor for Lambeau Field College Classic in September
The Green Bay Packers on Thursday announced that Carmex will be the presenting sponsor for the Lambeau Field College Classic between LSU and Wisconsin on Sept. 3, 2016. More >


Six Flags and Samsung Partner to Launch First Virtual Reality Roller Coasters in North America
GRAND PRAIRIE, Texas & NEW YORK — Six Flags Entertainment Corporation, and Samsung Electronics America, Inc., today announced a broad marketing partnership which appoints Samsung as the “Official Technology Partner” of the world’s largest regional theme park company. More >


Stryker Extends Relationship with PGA TOUR
MAHWAH, N.J. – Today, Stryker Orthopaedics and the PGA TOUR announced a continuation of their relationship that designates Stryker as the “Official Joint Replacement Products of the PGA TOUR and PGA TOUR Champions.” More >


BBVA Compass Becomes a Team Sponsor of the Cleveland Cavaliers
HOUSTON — BBVA Compass, the Official Bank of the NBA, announced today that it is now a sponsor of the Cleveland Cavaliers in a deal that will broaden the bank's exposure outside its Sunbelt footprint and allow it to tap into the team's loyal fan base. More >


Chelsea Piers Announces Partnership with Delta Air Lines for New York and Connecticut Locations
NEW YORK – Chelsea Piers today announced that Delta Air Lines has signed on as the Official Airline sponsor of both the New York and Stamford, Connecticut sports complexes. More >


How Humana Is Using Sponsorship To Promote Well-Being
Insurer places more focus on sponsorship to encourage physical activity, with millennials and seniors representing key targets More (subscription or free trial required) >


Inside United Airlines’ Sponsorship Strategy
Airline doubles down on golf, football and personal fitness to engage high-frequency business travelers More (subscription or free trial required) >

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