Sponsorship News

Fresh industry information is crucial to your decision-making and priority setting. Count on IEG for the latest sponsorship news to stay current on brands and properties—their new partnerships, activations, renewals and more.

In addition to keeping you updated with breaking news, our cumulative News database gives you a searchable resource of sponsorship activity for quick research into brands or properties.

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Dunkin' Donuts Named Official Coffee Sponsor of USA Hockey Arena and USA Hockey's National Team Development Program
PLYMOUTH, Mich. – Dunkin' Donuts has extended its relationship with USA Hockey, becoming the official coffee and hot chocolate of USA Hockey Arena and USA Hockey's National Team Development Program, it was announced today. More >


Cheers to Barefoot Wine & Bubbly, the Official Wine & Bubbly of the 2017 DICK’S Sporting Goods Pittsburgh Marathon
PITTSBURGH – P3R, Pittsburgh’s premier race organization, is excited to introduce Barefoot Wine & Bubbly as the Official Wine & Bubbly Sponsor for the 2017 DICK’S Sporting Goods Pittsburgh Marathon weekend of events. More >


LTi Printing 200 Official Name of NASCAR Camping World Truck Series at MIS
BROOKLYN, Mich. — Michigan International Speedway continues to partner with Michigan companies. The track announced the official name for the truck race on Aug. 12 will be called the NASCAR Camping World Truck Series LTi Printing 200. More >


Skechers Performance Returns as the Official Footwear and Apparel Sponsor of the 2017 Chevron Houston Marathon and Aramco Houston Half Marathon
MANHATTAN BEACH, Calif. – Skechers Performance returns to Houston, Texas on January 15, 2017 as the official footwear and apparel sponsor of the Chevron Houston Marathon and Aramco Houston Half Marathon. More >


NHL and Mitsubishi Electric Sales Canada Inc. Announce Multi-Year Partnership
TORONTO – Mitsubishi Electric Sales Canada Inc. (Mitsubishi Electric) has signed a multi-year corporate marketing agreement with the National Hockey League (NHL) to become the official heating, ventilation and air conditioning (HVAC), and hand dryer partner of the NHL in Canada. More >


Roush Fenway Racing and Performance Plus Announce Renewal of Partnership
CONCORD, N.C. – Roush Fenway Racing today announced a team-wide partnership with Kleen Performance Products and Performance Plus, its premium motor oil brand. Performance Plus will serve as the official oil partner of NASCAR’s winningest team, as well as the primary sponsor for multiple races with driver Trevor Bayne and the No. 6 Sprint Cup Ford Fusion. More >


Wakeham & Associates Marketing, Inc. Announces New Naming Rights Agreement For The Allstream Centre At Exhibition Place
TORONTO – Toronto City Council has approved a multi-year sponsorship agreement between Exhibition Place and Beanfield Metroconnect for the naming rights to the conference venue to be called Beanfield Centre (formerly Allstream Centre), effective March 1, 2017. More >


Crystal Ball: Trends To Watch In 2017
Sponsorship executives from AT&T, U.S. Bank and other companies share what they’re watching in 2017 and beyond More (subscription or free trial required) >


New Year’s Resolution: Selling The Fitness Category
Health clubs bulk up on sponsorship, with Orangetheory Fitness leading the charge More (subscription or free trial required) >


In Partnership With Oberto Brands, 7-Eleven To Sponsor Jim Dunn Racing In 2017
7-Eleven, the world’s largest convenience store chain, is gearing up for a high-speed promotion in 2017, partnering with Jim Dunn Racing and associate sponsor Oberto Beef Jerky for the 2017 NHRA Mello Yello Drag Racing Series season. More >

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