In-Deal Best Practices to Maximize Impact Once a sponsorship agreement is signed, certain benefits are locked in with limited creative flexibility (e.g. entitlements, signage, ad units, etc.). Their impact depends largely on the property’s performance and promotional efforts. However, sponsorship’s true value lies in its flexibility: sponsors can elevate their […]
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Step 3: Negotiation Prep To Maximize ROI
Once you receive a proposal from a property that is a good fit you must keep in mind you are not at the finish line. The brunt of the evaluation and necessary due diligence is ahead. There can be limited negotiation windows, threats of competing bidders, and significant temptation that […]
Read MoreStep 2: Preemptively Mitigate Sponsorship Risk
Pre-Deal Overview The trajectory for a sponsorship’s success is set before it goes live. It is where you have the greatest ability to align and aim your resources to hit your objectives. Sponsors that devote the proper thought and consideration before a deal goes live will experience more effortless success. […]
Read MoreStep 1: Ensure the Sponsorship is a True Fit
The Necessity of Pre-Deal Due Diligence The trajectory for a sponsorship’s success is set before it goes live. It is where you have the greatest ability to align and aim your resources to hit your objectives. Sponsors that devote the proper thought and consideration before a deal goes live will […]
Read More2024 Museums
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 […]
Read More2024-25 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 […]
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