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Category Update Stories

Category Update

Insights Into The Airline, Beer And Financial Services Categories

Insights Into The Airline, Beer And Financial Services Categories

Sponsorship decision-makers from Alaska Airlines, MillerCoors and PNC shared insights into their companies and categories at IEG 2017

One-on-One

How Heineken Uses Sponsorship To Drive Global Growth

How Heineken Uses Sponsorship To Drive Global Growth

Heineken’s Hans Erik Tuijt discusses the beer giant’s foray into Formula 1, the company’s evolving activation strategy and other topics

Category Update

Drink It Up: Three Sponsorship Trends In The Beer Category

Drink It Up: Three Sponsorship Trends In The Beer Category

Nonexclusive deals, unique experiences and proprietary events rise to the fore in the beer category

Category Update

Tourism Marketers Drive New Sponsorships

Tourism Marketers Drive New Sponsorships

Tourism offices expand sponsorship portfolios to engage out-of-market visitors

Emerging Category

Direct-To-Consumer Wine Companies Uncork New Sponsorships

Direct-To-Consumer Wine Companies Uncork New Sponsorships

A double-digit increase in DTC shipments drives new activity in the wine category

Category Update

Category Update: Smoking Prevention Programs

Category Update: Smoking Prevention Programs

With British American Tobacco’s $49 billion takeover of Reynolds American Inc. as a backdrop, IEG SR looks at sponsorship activity on behalf of smoking prevention campaigns

Category Update

New Year’s Resolution: Selling The Fitness Category

New Year’s Resolution: Selling The Fitness Category

Health clubs bulk up on sponsorship, with Orangetheory Fitness leading the charge

Category Update

DirecTV Finds The Time Is Now For Sponsorship

DirecTV Finds The Time Is Now For Sponsorship

Pay TV provider sponsors New York Comic Con on behalf of soon-to-be-launched streaming video service

Emerging Category

Dating Apps Find A Match With Sponsorship

Dating Apps Find A Match With Sponsorship

Dating apps increase use of sponsorship to connect with consumers around running, music and other shared interests

In Depth

Inside the Evolving Airline Category

Inside the Evolving Airline Category

Airlines increase sponsorship activity amid rising profits and growing competition

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