About Us

IEG: The sponsorship authority.

IEG delivers proprietary market intelligence, thought leadership and strategic counsel that empowers our clients to make more informed sponsorship decisions.

For nearly 40 years, IEG has delivered expert counsel across a full spectrum of partnerships. The world’s most recognized sports and entertainment rightsholders and best-known brands, along with start-ups, social-driven organizations and public-sector operators, all turn to IEG to access the company’s unmatched depth of expertise.

When sponsorship decisions are made, IEG is there to deliver a measurable impact.

Learn about IEG Services



Sponsorship is a Slam Dunk for the NBA 2020-21 Season

The National Basketball Association and its 30 teams brought in record sponsorship revenue during the 2020-21 seasion despite a late start and shorter season.

IEG modernizing approach to education, advocacy, market intelligence, strategic counsel and networking

Strategic partnerships and a membership platform will replace annual multi-day conference.

IEG partners with Association of National Advertisers to support marketers with timely and relevant sponsorship intelligence

This new strategic partnership propels innovation and nurtures best practices in the sponsorship industry.

NFL Sponsorship Surges Despite Global Pandemic

The 10% increase in sponsorship rights fees paid to the League, teams and venues was largely driven by two new stadium naming rights partnerships.

IEG Valuation Next providing timely sponsorship and multimedia rights appraisals to inform ongoing negotiations

Critical information and context now available for colleges and universities to make informed sponsorship decisions that will impact athletics programs for years to come.

IEG Unveils New Approach to Valuing Sponsorship Offerings

IEG, the sponsorship authority and original pioneer in sponsorship value measurement, is now taking a bold step forward with Valuation Next. Valuation Next reflects changing industry needs and provides context around critical sponsorship performance factors.

$10 Billion Sponsorship Value Gap Will Need to be Made Up

The IEG Outlook 2020: Forecasting the Future of the Sponsorship Industry shows decision makers expect spending will be re-evaluated or decrease in the near future; however, sponsors and properties don’t necessarily agree on how the industry will recover.

Gina Katzmark Named VP of Corporate Communications

Engine Shop and IEG are pleased to announce that Gina Katzmark is joining the team as Vice President of Corporate Communications. She will lead all channels of business-to-business communications including media relations, social media and thought leadership programs across both organizations.

Peter Laatz Joins IEG as Global Managing Director

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.

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