Sponsorship Intelligence Database

About IEG’s Sponsorship Intelligence Database

The IEG Database tracks sponsorship information for all major sponsors and property types in the U.S. and Canada, including:

• Arenas/Auditoriums/Venues: All major stadiums, amphitheaters, arenas, performing arts centers, concert halls, race tracks
• Auto Racing: Teams, events, tracks, series, and sanctioning body deals in NASCAR (Sprint Cup, Nationwide series); Indy Racing League; Formula One
• Awards: Oscars, Grammys, Emmys, MTV Video Awards, Country Music Academy Awards, ESPYs
• Baseball: MLB (leagues and teams)
• Basketball: NBA, WNBA (leagues and teams)
• Causes: All major events, organizations and programs for social, educational, health and environmental causes and children’s hospitals
• Colleges: NCAA; Football bowl games; Big 10, Big 12, SEC, ACC, Pac 10, Big East schools
• Endurance Sports: All major running, triathlon and cycling events and series
• Extreme Sports: Dew Tour, X Games, Gravity Games
• Fairs/Festivals: All major annual events including city/community celebrations, arts festivals, state fairs, taste/food festivals, air shows, music festivals, film festivals, fairgrounds, parades, ballooning festivals and ethnic festivals
• Football: NFL (leagues and teams)
• Golf: PGA Tour, Champions Tour, LPGA (sanctioning bodies and events)
• Government/Tourism: Cities, Counties, Parks, Convention and Visitors Bureaus, Chambers of Commerce
• Hockey: NHL (leagues and teams)
• Olympic and International Sports: IOC, Olympic Games organizing committees, USOC, America’s Cup, FIFA; U.S. NGBs, Pan Am Games, UEFA, IAAF, Int’l Cricket Council, Int’l Rugby Board, Int'l Ski Federation, Tour de France, Volvo Ocean Race
• Performing Arts: All major series, productions, programs and organizations in dance, opera, theater and classical music
• Permanent Attractions: All major year-round attractions, including zoos, aquariums, museums, malls, convention centers and theme parks
• Rodeo: PRCA, PBR (sanctioning bodies and tours)
• Soccer: MLS (leagues and teams)
• Tennis: ATP and Sony Ericsson WTA Tour (sanctioning bodies, series and top-level events), U.S. Open, Wimbledon, French Open, Australian Open
• Other property types include: Associations; Touring Attractions (concert tours, circuses, ice shows); Consumer Shows/Expos

Where we get our data

IEG gathers information through a variety of proprietary sources including industry surveys and in-depth interviews. We also aggregate secondary research through a team of research analysts dedicated to specific categories, who monitor sponsorship news and reporting it as it happens.

How we keep it up to date

The database includes more than 35,000 current sponsorship deals, with more being added daily. Each deal is verified at least once annually, with most being updated multiple times throughout the year based on the frequency of change within the category. For example, NFL deals are monitored and refreshed through the year as new contracts are signed, and the entire database of NFL deals are reconfirmed prior to the start of the season.

Each record includes:

• Sponsor/Brand refers to the brand or company on whose behalf the sponsorship is marketed
• Corporate Owner is the parent company of the sponsor
• Sponsorship Status is the level of involvement. Sponsorships are classified by the following segments:
  • Title, Primary, Co-title, Co-primary
  • Presenting, Co-presenting
  • Cosponsor, Associate
  • Licensee
  • Official Supplier
  • Promotional Partner
• Official Designation shows the business category in which a sponsor may have exclusivity or “official status”
• Series, Circuit or Tour refers to the circuit the property belongs to, e.g., PGA Tour
• Location is the place where the property's event is held or organization is headquartered
• DMA indicates the designated market area a sponsorship takes place in and/or attracts. Sponsorships in multiple states are designated as national if the sponsorship comes from a national marketing budget or attracts a multi-state audience
• Property is the entity or the organization being sponsored
• Affiliation is the sanctioning organization or the owner of the property
• Attraction/Program reveals whether the sponsor has ties with a specific event, program, series or attraction connected to the property, e.g., as part of their sponsorship of Nationals Park, PNC Bank has title to the PNC Diamond Seats and PNC Diamond Club
• Current Term refers to the year(s) the company's current contract covers. Contract Terms are based on either the timeframe recorded at inception of a sponsorship, or, if not available, the end of an annual season or calendar year in which the sponsorship is active
• Estimated Fee comes from publicly available sources and/or is estimated by IEG analysts. Estimates are based on what a sponsor would generally pay for a typical package and level of sponsorship with a property in a given market. Actual spending can vary from estimates based on the specific property and the exact benefits included in the package, as well as other elements of the negotiation. Sponsorships paid for in non-U.S. currency are converted to U.S. dollars
• Type of Sponsorship reveals if the sponsored property is an event, organization, tour/series etc
• Property Category refers to the particular type of property, i.e., football, music festival
• Sponsor Category refers to the sponsor’s primary industry segment, e.g., “Personal Care.” It is broad by design to reflect sponsorship spending and trends within an entire category