IEG Partner Content
HSBC: Banking Giant Recalibrates Sponsorship Strategy to Support Evolving Business Objectives
As a result of the 2008 economic collapse, HSBC has scaled back its sponsorship partnerships with local properties in favor of ties with a handful of international sports leagues and events.
IEG Category Update: Laundry Detergent
Led by Tide, laundry detergent brands are increasing their use of sponsorships in order to promote products in relevant environments, tout brand attributes, and gain platforms for retail promotions.
Inside Starwood’s Sponsorship Strategy
According to IEG, Starwood is expanding its sponsorship portfolio to support its international expansion and gain unique, one-of-a-kind experiences for its Starwood Preferred Guest loyalty program.
Liberty Mutual Expands Global Portfolio
Liberty Mutual has announced that it will be a sponsor of the U.S. Olympic Committee and the 2014 FIFA World Cup, according to IEG.
Western Union Gets Better with Sponsorship
Western Union has acquired some international sponsorship platforms in order to support its new global brand campaign, according to IEG.
Who Does What: Auto and Home Insurers
Sponsorship activity in the auto and home insurance category will continue to accelerate, according to IEG.
Who Does What: Energy Drinks
According to IEG, sponsorship activity in the energy drink category is expected to maintain its forward momentum over the foreseeable future.
PNC Banks on Sponsorship to Support Growth Ambitions
PNC Financial Services Group has acquired a number of new sponsorship ties ranging from pro sports teams to endurance sports and community events, according to IEG.
Airlines Maintain Course Amid Industry Consolidation
While consolidation has taken some brands off the table, the airline category’s remaining players remain active sponsors, according to IEG.
Keeping it Fresh: New Inventory Key to Budweiser/MLB Renewal
Budweiser and Major League Baseball (MLB) kept their long-term relationship exciting by adding two new elements to their sponsorship arrangement, according to this report from IEG.
Following the Money: Sponsorship’s Top Spenders of 2011
According to IEG, although the same companies comprised the top 10 sponsors in 2011 as in 2010, there was significant movement within those ranks, as number three Anheuser-Busch InBev closed in on The Coca-Cola Co. at number two, thanks to the brewer’s blockbuster NFL deal.
A Peak Under the Curtain: The Principal Financial Group and the Big Ten
IEG reports that The Principal Financial Group, Inc. is expanding its footprint in college sports with a new multiyear tie to the Big Ten Conference.
State Farm Takes Music to a Better State
State Farm has long used music as a platform to build loyalty among the next generation of insurance buyers.
Dr Pepper Snapple Group Partners with the Chicago Bears
In order to strengthen its presence in Chicago, the Dr Pepper Snapple Group has inked a seven-year, estimated multi-million dollar partnership with the NFL Chicago Bears.
Old Habits Do Die: Sponsor Survey Sees Less Reliance on Ads, Signage
The 12th annual IEG/Performance Research Sponsorship Decision-makers Survey indicated that sponsors are changing how they evaluate and activate their partnerships.
Visa Charges Up Social Media Around 2012 London Games
Visa will launch its first-ever global social media campaign around the 2012 London Summer Olympics.
Zurich Takes Old School Approach to Activation
Zurich Insurance Group used its PGA tour sponsorship to promote its 100th anniversary of doing business in the U.S.
Kia Tees Up New Sponsorships
According to this IEG report, Kia has expanded its existing sponsorship partnerships with the NBA and LPGA at the team and sanctioning body levels.
Merrell Tries on New Sponsorship Strategy
Merrell, an outdoor footwear and clothing company, has become the title sponsor of two national non-traditional endurance sports properties, shifting its traditional sponsorship strategy of partnering with local and regional sporting events.
A Sponsorship Measurement Solution
This white paper from IEG looks at how marketers can apply marketing science to sponsorship ROI measurement.
