Sponsorship Research

IEG’s global research capabilities deliver critical intelligence for sponsorship’s leading decision-makers. Our clients include Fortune 50 companies and the world’s most prestigious rightsholders.

Our vast database includes primary research on sponsorship deals, strategies and budgets for thousands of properties and sponsors. Easily understand comparables, set benchmarks, monitor categories and get a jump on spending trends.

Here is a sample of the intelligence we can provide:

  • Who sponsors what and how much they are spending
  • Category overviews, including trends, hot buttons and activation strategies
  • Competitive activity
  • Sponsorship management structure and decision-making process
  • Hot properties available or up for renewal
  • Emerging categories and insight into what will drive their marketing decisions

Research for Properties

Find out which brands sponsor properties in your market and sector, the rights and benefits they seek and how much they are paying for them. Our unmatched access to the marketplace provides answers when you need them most.

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Research for Sponsors

IEG has unparalleled resources. Beginning with the world’s largest sponsorship deals database and a global network of contacts, our research analysts use every tool at their disposal to provide you with intelligence available nowhere else.

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Latest Thinking

Game Changer: The Growing Role Of Data In Sponsorship
Sam Yardley, Two Circles, A Part of ESP Properties Mar 31

Game Changer: The Growing Role Of Data In Sponsorship

Data, and the ability to access and analyze it, already is having a profound, across-the-board impact on sponsorship—from the evaluation, selection, activation and measurement of partnerships by brand marketers to the selling, negotiating and fulfillment of those partnerships by rightsholders of all types and sizes. more

Musical Airline Sponsorships in Barcelona
Lesa Ukman Dec 20

Musical Airline Sponsorships in Barcelona

Turkish Airlines, a “Premium Partner” of FC Barcelona since January 2010, is being displaced by a change in the club’s shirt sponsor. 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.