2024 Museum Sector Report Bank of America topped the charts as the most active sponsor of U.S. museums last year. But they’re not alone—our latest report highlights the brands and categories partnering with art, science, history, and children’s museums. We also dig into how these institutions can grow their partner […]
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2024-25 Big 5 Wrap-Up
Big 5 Leagues – 2024-25 Sponsorship Wrap Report Big 5 sports leagues (MLB, MLS, NBA, NFL, and NHL) combined to bring in over $8B in sponsorship revenue during their most recent seasons, marking another milestone for sports sponsorship. The NFL remains on top, surpassing $2.0B in sponsorship revenue for the […]
Read More2025 Tennis
Tennis Category Report – 2025 As the US Open heats up, so does the business behind the game. Since July 2024, U.S. tournaments have driven $205M+ in sponsorship spend, while the Grand Slams have topped $315M—with Emirates leading the way as the top sponsor. IEG’s latest report unpacks the brands […]
Read MoreConference & Meeting Packaging Best Practices
Conference, Trade Show, and Meeting Packaging Best Practices Many professional conferences, trade shows, and annual meetings focus on selling individual partnership assets from published menus. This sales strategy often results in significant unsold inventory, servicing challenges, and low average annual rights fees. If your professional event aims to increase revenue […]
Read More2025 Casinos
Casinos Category Report – 2025 Casinos are going all in on sports — and Caesars is leading the way. Investing more than $270M annually in sponsorship rights fees, the industry is placing major bets on official league-wide deals, venue naming rights, and team uniform placements to achieve key marketing and […]
Read MoreSpring 2025 Emerging Categories
8 Emerging Brand Categories Over the past few years, brand categories such as Affordable Sunglasses, Prebiotic Sodas, and Hot Chicken Restaurants have significantly increased their presence in traditional sports and entertainment sponsorship. Interested in learning more about key players in each category and their major sponsorship deals? If so, check […]
Read More2025 Insurance
2025 Insurance: Sponsorship Snapshot Insurance brands in the United States are spending over $675M annually on sponsorships. IEG’s latest report on this category highlights the most active brands, outlines which companies are investing the most money, and details the types of properties they are sponsoring, among other insights. To view […]
Read More2024-25 NHL Season
NHL 2024-25 Season – Sponsorship Snapshot Brands spent more than $1.64B sponsoring the NHL and its 32 teams during the 2024-25 season. The introduction of jersey patch placements in the 2022-23 season has significantly boosted the league’s sponsorship revenue. Notably, the 2024-25 season marks the first time that revenue from […]
Read More2025 MLB Season
2025 MLB Season Sponsorship Snapshot Brands spent more than $1.78B sponsoring the MLB and its 30 teams during the 2025 season. The introduction of jersey patch placements in 2023 has significantly increased team revenue, with only two teams lacking a jersey patch partner at the end of the 2025 season. […]
Read MoreDemystifying Sponsorship
Sponsorship is a strategic alliance between a brand and a property, such as a team, event, or cause. This partnership offers mutual benefits. For brands, sponsorship provides a platform to reach a targeted audience, enhance brand image, and increase brand awareness. Properties benefit from additional revenue streams, increased visibility, and […]
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