Leading the way in sponsorship insights, trends, training and events
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Sponsorship Consulting

IEG works with clients 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 we bring to the table.

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Latest Thinking

Digital Killed the Sponsorship Star
Matt Rogan, ESP Properties Aug 26

Digital Killed the Sponsorship Star

An industry observer has argued that increasingly only challenger brands and new market entrants are using big budget sponsorship vehicles to drive their brand. Instead, it was claimed, bigger brands are passing traditional big-ticket sponsorship by, preferring to embrace digital technology and niche partnerships to target their key customer groups with razor-focused commercial messaging. more

 
Tip of the Iceberg: The Impact of Millennials on Sponsorship
Lesa Ukman Aug 21

Tip of the Iceberg: The Impact of Millennials on Sponsorship

Gen C—a term Google coined to describe people who care deeply about creation, curation, connection and community—has been out in force this summer. 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.