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.

 

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
POV

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

 
Focus on Cause: IEG Insights into Corporate/Nonprofit Relationships
POV

IEG Insights into Corporate/Nonprofit Relationships

As attention is focused on cause marketing, sponsorship and other ties between business and worthy not-for-profit organizations during Breast Cancer Awareness Month, IEG shares new developments and trends, as well as offers expert analysis of some recent campaigns. more

 
The Marketing Games: IEG
POV

London 2012 Olympic Sponsorship Insights

Every two years, the Olympic Games provide an unprecedented opportunity to examine multiple aspects of sponsorship. This page aggregates the collective wisdom of IEG’s experts as they take stock of what’s happening in London, sharing their take on the best (and worst) activations, evaluating how the various Olympic organizations are performing as properties, and responding to the latest developments concerning ambush marketing and other stories of interest. more

 
IEG

IEG’s Nonprofit Sponsorship Survey

As a percentage of nonprofit organizations’ total number of corporate relationships, marketing-driven sponsorships declined over the past year, but in terms of share of revenue, the portion earned from sponsorship jumped dramatically. IEG Sponsorship Report’s eighth annual survey of nonprofits. more

 
Invest, Don’t Buy: A Smarter Way to Sponsor
Whitepaper

Invest, Don't Buy: A Smarter Way to Sponsor

Stop Buying Sponsorships — Start Investing in Partnerships. In our new sponsorship strategy paper, IEG Consulting Group demonstrates why it is time to change your approach to sponsorship. more

 
Sponsorship Spending - Sponsorship Resources

Sponsorship Spending

IEG has researched and analyzed patterns in Sponsorship Spending. more

 
ESP

ESP’s Guide to Corporate/Nonprofit Relationships

Relationships between nonprofit organizations and businesses are becoming increasingly varied and strategic as they shift from charitable relationships between benevolent donors and grateful recipients to alliances that create diverse benefits for both partners and added value for communities. more

 
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