Insights

For more than 30 years IEG has provided a unique perspective on partnerships, sponsorships, audience engagement and new revenue sources for rightsholders and brands. We continue to shape the industry—defining what’s next, identifying trends and discovering new paths to success through our website, our annual conference, trend reports and surveys.

 

Sochi
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Sochi's Sponsorship Picture

While corporate dollars have still filled Olympic coffers in advance of the opening ceremonies at Sochi, multiple factors will make these Games among the least leveraged by sponsors. more

 
College Sports Sponsorship Spending to Total $764 Million in 2013 [INFOGRAPHIC]
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College Sports Sponsorship Spending to Total $764 Million in 2013

While concerns over conference realignment and player rights may put a damper on future spending, corporate interest in college sports remains as healthy as ever. more

 
Updating The Menu: Sponsorship
Whitepaper

Updating The Menu: Sponsorship’s New Benefits

This briefing spotlights the seven critical sponsorship benefits that sponsors should require and rightsholders must provide if they want to find success in today’s marketplace by connecting with audiences, consumers and customers. more

 
Association Spending to Total $572 Million in 2013 [INFOGRAPHIC]
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Association Spending to Total $572 Million in 2013

Providing access to association and professional organization members — both as consumers and professionals — is a key sponsorship deliverable. more

 
Cause Sponsorship Spending to Total $1.78 Billion in 2013 [INFOGRAPHIC]
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Cause Sponsorship Spending to Total $1.78 Billion in 2013

Consumers want to support programs that truly make a difference, and nonprofits—and their corporate partners—are obliging. more

 
Fair and Festival Sponsorship Spending to Total $849 Million in 2013 [INFOGRAPHIC]
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Fair and Festival Sponsorship Spending to Total $849 Million in 2013

Fairs and festivals continue to benefit from banks, auto dealerships and other categories looking to strengthen their local positioning. more

 
Winning With Sports
Whitepaper

Winning with Sports

Successfully transforming sports assets into value-enhancing, consumer-focused innovations that build communities and unlock the human spirit, requires a deeper understanding of customers, increased agility, new analytics and the ability to harvest ideas from a more global and diverse network. more

 
Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win
Whitepaper

Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win

The latest strategy paper from IEG identifies an important shift in the way smart marketers perceive sponsorship’s role in building brands. Specifically, the paper explores two critical questions sponsors must ask: What will our partnerships produce? and What can our sponsorships spotlight? And it concludes with five steps that will lead to sponsorship success in today’s new marketing landscape. more

 
Focus on College Football Bowl Games: IEG Research and Insights into Bowl Game Sponsorship
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Focus on College Football Bowl Games: IEG Research and Insights into Bowl Game Sponsorship

‘Tis the season for poking fun at the strange bedfellow names that result from the love affair between sponsors and bowl games. IEG looks past the odd monikers at the dollars and rationale behind them. more

 
Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships
Whitepaper

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

This sponsorship strategy white paper from IEG Consulting introduces the concept of Meaningful Marketing, a new approach to building more significant, long-term and sustainable partnerships between the business and not-for-profit sectors. more

 
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