Leading the way in sponsorship consulting, valuation, measurement and strategy
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Sponsorship Consulting

IEG works with properties and brands to develop fresh, practical strategies to solve their marketing relationship challenges.

Properties look to us to develop revenue-generating strategies to package, price and sell assets to the right set of corporate partners. Brands come to us for bulletproof strategies and strategic evaluation of the rights and opportunities they need to reach their marketing objectives.

We Help Properties Increase Sponsorship Revenue

Your rights and assets—whether tied to events, digital and social platforms, and/or venues—can generate more revenue while delivering more value to your audiences. We work with you to create the packaging, pricing, sales and servicing strategies that result in tailored solutions for your property’s most targeted prospective brand partners. Our team applies our proven methodologies to develop a strategy that is responsive to each client’s distinct priorities, plans and culture.

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We Help Brands Improve Sponsorship Strategy

Whether it’s accurately measuring the return on your investment, creating a sound activation strategy, determining the fair market value of partnerships, or selecting the best opportunities, getting sponsorship right requires the expertise, rigor and fresh thinking that only IEG brings to the table.

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Latest Thinking

In Our Always-On World, Invention Is Disproportionately Rewarded
Lesa Ukman Feb 4

In Our Always-On World, Invention Is Disproportionately Rewarded

I am energized by all of the new ideas for partnerships that are bubbling up from unexpected areas. We will be featuring many of these horizon-expanding stories and the people that are bringing invention to our field at Sponsorship Makers, IEG’s annual sponsorship conference next month. more

Why You Should Enjoy This Year’s Super Bowl More Than Any Other
Jim Andrews Jan 29

Why You Should Enjoy This Year’s Super Bowl More Than Any Other

Much of the buzz surrounding Sunday’s Super Bowl will be about the matchup between the defending champion Seahawks and the dynastic Patriots, the quality of the advertising spots, Marshawn Lynch’s postgame comments (or lack thereof), Katy Perry’s halftime performance, and (new this year) the PSI of the game balls. more


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Sponsorship Insights

IEG’s strategy papers are forward-looking and thought-provoking points of view from IEG’s strategists, consultants, researchers and analysts. These compelling pieces illuminate the most important challenges and trends impacting sponsorship and offer novel, proven and practical solutions available nowhere else.