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IEG Teams With Roush Fenway Racing To Provide Measurement Services To Sponsors

June 06, 2011:

First-of-its-kind program to deliver turnkey evaluation for team partners

For More Information Contact:
Jim Andrews, IEG, LLC, Tel: 312/944-1727

Chicago, Ill. – A great deal of recent conversation in the sponsorship industry has been about the need for sponsored organizations to help corporate partners determine return on investment. For the most part, it has been mostly talk and no action, as sponsored properties struggled with how to deliver such assistance.

In a groundbreaking move, premier motorsports organization Roush Fenway Racing has developed a solution to this issue, entering into an agreement with the leader in sponsorship evaluation, IEG, LLC, in which IEG will develop customized measurement programs to be offered exclusively by Roush Fenway to select corporate partners of its NASCAR operation.

As the official measurement service for Roush Fenway, IEG will provide objective, third-party ROI statements for each partner that will include:

  • Partner’s objectives, ranked and weighted
  • Rights fee and activation spend per objective
  • Return per objective
  • Marketing value of benefits delivered
  • Strategic recommendations for optimizing the partnership

Roush Fenway Racing is one of the most successful teams in NASCAR, with five series championships and 280 wins. Home to Sprint Cup Series drivers Matt Kenseth, Greg Biffle, Carl Edwards and David Ragan, its current roster of sponsors includes Aflac, UPS, 3M, Subway and Crown Royal.

Dubbed RoushFenwayOnTrack, the new measurement service is unlike any ever offered by a sponsored property to its marketing partners. “Our work on behalf of Roush Fenway is a significant development in property-sponsor relationships,” said Larry Albus, vice president, client leadership, IEG Consulting Group.

“Roush Fenway should be commended for investing in helping its partners evaluate their success and for bundling in measurement as a sponsorship benefit. Lots of properties pay lip service to working with their sponsors on measuring ROI, but Roush Fenway is putting its money where its mouth is.”

IEG will work with Roush Fenway partners to establish specific sponsorship objectives, set benchmarks, collect data and develop reporting methods that will evaluate each program holistically in order to determine return on investment and impact on the bottom line.

“We are excited to work with Roush Fenway and its NASCAR partners to provide them with accurate measurement of their multiple objectives,” said IEG CEO Laren Ukman. “Our proprietary methodology for translating outputs such as awareness levels and favorability ratings into actual outcomes—sales, future business, etc.—will allow these companies to understand the true worth of their sponsorships and allow Roush Fenway to grow deeper and long-lasting relationships with it major partners.”

IEG is in conversation with other major sponsorship properties about providing bespoke measurement services for those organizations’ corporate partners.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s Group M, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

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).