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Sponsorship Spending On U.S. Marathons And Other Running Events To Hit Record High In 2006

December 04, 2006:

More corporate interest in marathons; growing popularity of health and fitness-related activities helps fuel increased spend

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727

Marathon Sponsorship SpendingChicago, Ill. — Sponsorship spending on marathons, 10Ks, triathlons and other running-related events is expected to total $68 million in 2006, up nine percent from $62 million in ’05, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

"This is a great time to be selling sponsorship to running events. Companies are increasingly beginning to realize the marketing power of marathons and other types of running events," said William Chipps, IEG Sponsorship Report’s senior editor.

Case in point: Saturn Corp. this year inked new deals with the Boston Marathon, Denver Marathon, Marine Corps Marathon and roughly 10 other national, regional and local marathons, a program it plans to expand in ’07.

Companies align with marathons and other running events to tap into the passion and loyalty of running enthusiasts, align with attributes such as determination and endurance, demonstrate community involvement and engage employees.

For its part, the New York City Marathon has posted a roughly 10 percent increase in sponsorship sales over each of the past two years. The New York Road Runners Club recently extended its partnership with title sponsor ING through 2010 and brought on Dunkin’ Brands, Inc.’s Dunkin Donuts chain; Avis Rent A Car System, Inc.; The New York Times Co.; and other new partners for this year’s event.

The popularity of running as a sponsorship platform is also demonstrated by the growing number of companies using the sport as both a national and global marketing platform. For example, ING, Herbalife Ltd. and Takeda Pharmaceutical Co. all sponsor running events around the world.

Athletic apparel companies are the most active category sponsoring marathons followed by media & publishing, automobile manufacturers, retailers and financial services companies, according to IEG Research.

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 publishes IEG Sponsorship Report, the international biweekly newsletter 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 internationally renowned Sponsorship Conference, now in its 24th 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).