About Us

IEG is the premier global consultancy in partnership strategy, evaluation and measurement for leading sponsors and rightsholders. IEG helps brand and property clients navigate the complex universe of sponsorship and engagement marketing to optimize the value of brand partnerships for all stakeholders: sponsor, rightsholder and audience.

Founded in 1982, IEG pioneered thought-leadership in sponsorship and invented the industry’s gold standard for sponsorship valuation. The company’s creative approach, combined with analytics, data and the deep experience of its team, helps clients make informed strategic decisions that maximize return. Only IEG has the strategic insight and objective perspective on the world of sponsorship that is crucial to helping brands build blueprint strategies to exceed long-term objectives.

IEG’s role as standard-setter and unparalleled information resource through its Annual Conference and IEG Sponsorship Report informs its client relationships and helps ensure partnerships play a pivotal role in executing business strategies.


Peter Laatz has been named Global Managing Director for IEG. Laatz will now lead the company with a focus on driving product and services innovation and growth across its three primary verticals of business: valuation services, measurement and business insights and data, intelligence and thought leadership.


Chicago, IL (1.15.18) - Oscar Munoz, United Airlines, CEO, Fernando Machado, Burger King, Global CMO, and senior leaders from Activision Blizzard, Amazon, Anheuser-Busch, Boston Red Sox/Fenway Sports Management, Mastercard, MillerCoors, NFL, Nike and WW (formerly Weight Watchers) are among the more than 30 featured participants scheduled for the all-new, reimagined IEG World 2019, it is announced today.

350 North Orleans Street
Suite 1200
Chicago, Illinois 60654
+1 312 725 5100

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