Live Sports: Must See, But How?
Complete with compelling new data and insights, IEG’s latest briefing explores the options for both rightsholders and brands in the new video ecosystem. More
Tire Category Update
IEG’s latest report documents the surprising amount of non-endemic sponsorship activity on behalf of tire brands. More
Auto Category Update
IEG’s latest report examines major changes in the auto industry and their impact on automakers’ sponsorship activity.
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Insurance Category Update
IEG’s latest in-depth look at one of the most active sponsorship categories examines trends, objectives and spending by the major players in property and casualty insurance. More
Top Sponsors Report
IEG’s annual look at who spends the most on sponsorship identifies the most active companies and categories and how much they allocate to partnerships. More
Hotels & Sponsorship
IEG’s latest special report looks at how sharing-economy competitors and merger activity are influencing the category. More
Healthcare Sponsorship
IEG’s latest special report examines how changes in the marketplace are impacting partnerships on behalf of health insurers, hospitals, pharmaceutical companies and others. More
Telecommunications Sponsorship
IEG’s latest special report examines how the need for content has surpassed all other objectives for wireless service providers. The report looks at the sponsorship portfolios of the four largest U.S. wireless companies, while also offering detailed information on noteworthy deals and activations. More
What Sponsors Want and Where their Dollars Will Go in 2016
IEG’s latest briefing not only breaks down spending figures among different sectors and global regions, but provides actionable recommendations for taking advantage of technology and other measures to deliver powerful sponsorships that offer real value to partners. More
Beer Sponsorship
IEG's latest special report examines the changes roiling the beer category and the new opportunities and challenges created for rightsholders. More
Business Technology: A Sponsorship Category Update
This IEG special report—examining sponsorship activity, spending, trends and activation elements—reveals why and how companies such as IBM, HP, Cisco and SAP are formulating entirely new sponsorship strategies and what that means for their current and prospective partners, competitors and fellow sponsors as they look to secure additional and more valuable rights and benefits from properties. More
Supermarkets: A Sponsorship Category Update
The time is right for partnerships between supermarket chains and properties, particularly those with a local focus. The way consumers shop for food has changed and traditional grocers have felt the squeeze. They are turning to sponsorships—and the exclusive benefits and promotional platforms they offer to provide an important differentiator from the competition. More
Property Sector Spending Report
This report compiles our 2014 intelligence on golf, NFL, MLB, NBA, tennis, NHL, music, music festivals and the arts. The report provides brands and rightsholders with a snapshot of how much sponsors are spending in each segment, annual growth rates and who the most active categories and companies are. More
Telecom: A Sponsorship Category Update
This report contains a summary of the latest trends in telecom sponsorship and overviews of the portfolios and strategies of the big four U.S. telecommunications brands: AT&T, Verizon, Sprint and T-Mobile. More
Soft Drinks: A Sponsorship Category Update
As the category that is home to sponsorship’s two biggest spenders, soft drinks have long been looked to by other industries for innovations in partnership activation, selection and measurement. More
Retail Banks: A Sponsorship Category Update
Although it took until 2012 for bank sponsorship spending to reach and surpass pre-recession levels, both large and small financial institutions have been steadily increasing investments in sponsorship to acquire new customers, reward existing clients and demonstrate community involvement. More
IEG’s Long-range Weather Forecast for Causes
IEG recently conducted in-depth interviews with many leading health-related nonprofits to assess the state of cause sponsorship--including progress that has been made, challenges that remain and what needs to be done to keep moving forward. More
IEG Survey Results: The State of Association Sponsorship
IEG’s most recent survey of associations reveals many positive developments related to sponsorship, most dramatically that 75 percent of respondents reported an increase in partnership revenue last year. The survey also examines how associations approach sponsorship. More
Auto Manufacturers: A Sponsorship Category Update
Our latest special report explores sponsorship activity, spending, trends and activation elements in the auto category, including how the top ten spenders - from GM at $266 million to Honda at $36 million - are partnering with rightsholders to accomplish multiple objectives such as reaching new audiences and gaining consideration. More
Updating The Menu: Sponsorship’s New Benefits
This briefing spotlights the seven critical sponsorship benefits that sponsors should require and rightsholders must provide if they want to find success in today’s marketplace by connecting with audiences, consumers and customers. More
Winning with Sports
Successfully transforming sports assets into value-enhancing, consumer-focused innovations that build communities and unlock the human spirit, requires a deeper understanding of customers, increased agility, new analytics and the ability to harvest ideas from a more global and diverse network. More
Sponsorship’s New Optics: Why Changing Focus Is The Only Way To Win
The latest strategy paper from IEG identifies an important shift in the way smart marketers perceive sponsorship’s role in building brands. Specifically, the paper explores two critical questions sponsors must ask: What will our partnerships produce? and What can our sponsorships spotlight? And it concludes with five steps that will lead to sponsorship success in today’s new marketing landscape. More
Invest, Don't Buy: A Smarter Way to Sponsor
Stop Buying Sponsorships — Start Investing in Partnerships. In our new sponsorship strategy paper, IEG Consulting Group demonstrates why it is time to change your approach to sponsorship. More