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Articles and Press Releases:

Former NBA Star John Amaechi Added as Keynote Speaker at IEG’s 28th Annual Sponsorship Conference

January 26, 2011:

Activist and Social Entrepreneur joins Senior Marketing Execs from AT&T, Gatorade, GE, IBM, Macy’s, NFL and Xerox on Keynote Roster

Return on Engagement: Sponsorship’s Impact on Business
March 13-16, 2011
Sheraton Chicago

For More Information Contact:
Penny Perrey, IEG, LLC, Tel: 312/944-1727; Fax: 312/944-1897

Chicago, Ill. – Pro basketball player, best-selling author, psychologist, gay activist and consultant John Amaechi will address the profound societal results of meaningful and responsible partnerships at IEG's Return on Engagement: Sponsorship's Impact on Business conference.

In remarks entitled: “Corporate Social Responsibility and Sports Sponsorship: Perfectly Aligned or Diametrically Opposed?” Amaechi, founder and CEO of Amaechi Performance Systems, will examine whether “sport for good” programs actually work and address how CSR objectives can be incorporated into sponsorships, as well as how organizations can satisfy the need and expectations of all societal stakeholders.

In addition to consulting with medium to large business, educational and philanthropic institutions, Amaechi leads his own charitable organization as well as serves as an Amnesty Int’l ambassador and a London 2012 diversity board member.

As it has for the past 27 years, IEG’s sponsorship conference—the world’s oldest and largest such event—will again bring together more than 1,000 marketers focused on building mutually beneficial partnerships with sports properties, entertainment concerns, local to global events and nonprofit organizations.

But business as usual, it’s not. The event’s concentration in 2011 will be on the world’s leading companies and brands and the ability of partnerships to bring them to the top and keep them there. That emphasis is reflected in the roster of keynoter speakers, panelists and discussion leaders.

IEG’s 2011 speakers are world class. Many are CMOs and CEOs. All are thought-leaders. And without exception, every one of them is successfully using partnerships as engagement platforms, growing their businesses in these volatile, complex times.

In a brand new format for the conference, most senior-level speakers will share their success stories—critical to the P&L of anyone buying, selling or managing sponsorship—in keynote addresses, immediately followed by a panel discussion that harvests insights and takeaways and applies them across markets and categories.

The conference—Return on Engagement: Sponsorship’s Impact on Business—also has a new venue this year, the Sheraton Chicago Hotel & Towers, in the heart of the city’s Michigan Avenue corridor. The conference begins on Sunday, March 13 and ends Wednesday, March 16.


Gail Torreano, Senior Vice President, Business Unit & Employee Communications and Sponsorships, AT&T
AT&T, with an extensive portfolio of sports and entertainment sponsorships, has long been a leader in making its partnerships relevant and meaningful by enhancing the consumer’s involvement with the people, places and events they are passionate about.

Sarah Robb O’Hagan, Chief Marketing Officer, Gatorade
Mark Waller, Chief Marketing Officer, NFL
As sponsorships go, it would be hard to find a better fit than Gatorade and the NFL. The two CMOs will each share their perspective on the partnership, its challenges and working together to build each other’s business.

Peter Foss, President, Olympic Sponsorship and Corporate Sales, GE
Partnerships are no longer strictly an aspect of marketing. Instead, they are used to move the entire enterprise forward. In GE’s case, it was able to link incremental sales of $700 million to its Olympic sponsorship, in addition to generating awareness in untapped international markets, offering a compelling sales incentive program and entertaining top customers.

John Kennedy, Vice President, Worldwide Marketing and Communications, IBM
IBM goes beyond presence and hospitality and involves customers and prospects in its major sponsorship platforms such as the NFL, Broadway’s Tony Awards and the U.S. Opens of golf and tennis.

Eric Salama, CEO, Kantar
Salama—head of one of the world’s largest consumer insight and market research networks, with most of the Fortune and FTSE 100 as clients—will share how next gen research can be deployed to optimize and substantiate partnerships.

Martine Reardon, Executive Vice President, Marketing, Macy’s
Through its many relationships, especially its deep-rooted ties with the American Heart Assn., Reading Is Fundamental and numerous other causes, Macy’s inspires its employees and customers and changes the dynamic from transaction to admiration.

Christa Carone, Chief Marketing Officer and Vice President, Marketing and Communications, Xerox
Xerox is leading the way in transforming B2B-focused sponsorships and partnerships from simple platforms for entertaining customers and prospects into one-of-a-kind opportunities to build its brand and demonstrate who it is and what it does.


Driving Return on Engagement through Digital Technology and Social Media Activation
Rich Lehrfeld, Vice President, Global Sponsorship Marketing, American Express
Steve Tihanyi, General Director, Marketing Alliances, Marketing Services & Branded Entertainment, General Motors
Johan Jervoe, Vice President, Sales and Marketing Group, Intel

The New Generation of Cause-related and Corporate Social Responsibility Platforms
Niklas Birgetz, Head of Sponsorship, Brand & Communication/Nordic Division, Skandia Insurance
Bob Stohrer, Vice President of Marketing, Sprint Prepaid Group
Todd Fischer, Manager, National Sponsorships, State Farm

Building Measurement and Value into Partnerships from the Start
Michael McGough, Global Procurement Manager, Media & Sponsorship, Anheuser-Busch InBev
Pam Hollander, Director of Integrated Marketing Communications, Allstate
Holly Campbell, Vice President, Creative, Media and Sponsorships, Enterprise Holdings

Developing Engagement Platforms that Involve Consumers and Other Stakeholders
Toby Hester, Sponsorship Manager, Castrol Ltd.
Jennifer Murillo, Director of Advertising, Discover
Rudy Wilson, Vice President of Marketing, Frito-Lay
Ben Freidson, Manager of Sports Marketing, Volkswagen of America

Using B2B-focused Partnerships to Achieve Multiple Objectives
Phil Clement, Chief Global Marketing and Communications Officer, Aon
Karen Cage, Manager of Marketing Partnerships, Hewlett-Packard
Philipp Wildhaber, Head of Sponsorship-Americas, UBS AG


Properties and rightsholders—in addition to gaining insights into what partners and prospects need through brand-led sessions—can also attend targeted sessions on packaging, selling, valuing and servicing sponsorship led by industry leaders, including:

Steve Leland, Manager, Marketing & Communications, Accenture

Chris Hibbs, Senior Director of Sales and Marketing, Chicago Bears

Carol Sumkin, Senior Vice President, Children’s Health Fund

Laura Yost, Group Manager of PR, The Clorox Co.

Brad Bebell, Senior Marketing Specialist, FedEx

Rick Jones, Founder, FishBait Marketing

Keith Wachtel, Senior Vice President of Integrated Sales, NHL

Jed Pearsall/Bill Doyle, Co-founders, Performance Research

Sherrif Karamat, COO, Professional Convention Management Assn.

Alison Gordon, Vice President, Strategy, Marketing & Communications, Rethink Breast Cancer

Dan Schorr, Managing Partner, Start2Finish Marketing

Karen Hughes White, Managing Director, Sponsorships and Sports Channels, Susan G. Komen for the Cure

Russell Oja, Director of Corporate Alliances, The Walt Disney Co.

IEG’s annual conference is the premier meeting ground for more than 1,000 sponsors, agencies, media and sports, arts, event and entertainment marketers worldwide.

For a complete agenda, visit or call IEG at 1-800/834-4850 (or 312/944-1727).

Return on Engagement: Sponsorship’s Impact on Business costs $1,895 per person.

About IEG, LLC
IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also produces IEG Sponsorship Report, the internationally renowned industry publication on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its globally recognized Sponsorship Conference, now in its 28th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

IEG is a unit of WPP’s GroupM, the leading global media investment management operation. GroupM also serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.