IEG Partner Content
The Importance of Sponsor Cross-Promotions
Cross-promotions can provide sponsors with exposure in non-traditional marketing channels, allow sponsors to access new inventory, and help sponsors build new relationships, according to this report from IEG.
Industry Compensation Takes a Step Backwards in 2012
This 16th annual report from IEG takes a look at salary rates among sponsorship professionals in 2011.
Economic Uncertainty to Slow Sponsorship Growth in 2012
According to IEG, recent global and national economic crises have slowed the projected growth of sponsorship activities for 2012.
BP Tops Off Sponsorship Portfolio with New Local Ties
BP America is now using sponsorships to help improve consumer engagement on the local level, according to IEG.
Kodak Adopts New Activation Strategy Around PGA Tour
According to IEG, Kodak will be placing more of a B-to-B emphasis on its PGA Tour sponsorship over the next four years than the brand has in years past.
Macy’s Gets Sporty with Sponsorship
Macy’s is testing a sponsorship of the Southeastern Conference (SEC) as a test to determine if they will expand further into the sports marketing space, according to this IEG report.
Wireless Service Providers Call Up New Sponsorships
This IEG report looks at the sponsorship strategies currently being employed by AT&T, Verizon Wireless, T Mobile, and Sprint.
Schwab Activates PGA Tour with New Online Documentary Series
Charles Schwab is adding a new activation element to their long-standing PGA Tour sponsorship, according to this IEG report.
Tire Category Gains Sponsorship Traction
Tire manufacturers are continuing to aggressively invest in sponsorships and sponsorship activations, according to this IEG report.
Deep Pockets: The Biggest Sponsorship Spenders of 2010
Seventy-seven companies spent more than $15 million on sponsorships in 2010, according to IEG.
Why Exclusivity Isn’t What It Used to Be
Although category exclusivity remains a top perk for companies interested in major sponsorships, many sponsors can no longer afford the cost of it, according to IEG.
Wyndham Takes PGA Tour Event on Vacation
The goal of Wyndham’s PGA Tour sponsorship is to promote the company’s wide range of vacation offerings, according to IEG.
General Electric Charges Up Sponsorship Activity
GE has extended its sponsorship of the International Olympic Committee’s TOP program through 2020.
Mercedes-Benz Wants Nothing but the Best for Its Sponsorships
In 2009, when the rest of the industry began to cut back on sponsorships, Mercedes-Benz chose to reinvest in them, according to IEG.
SAP: Making Sponsorship Run Better
SAP’s approach to sponsorship has evolved from a focus on hospitality and awareness-building to creating integrated platforms that highlight their technological expertise, according to IEG.
Brand on the Run: Behind HP’s Partnership with Paul McCartney
Hewlett-Packard has signed on to sponsor Paul McCartney’s 2011 tour. In addition to the tour itself, elements of the partnership include the creation of a cloud-based digital library of Beatles music and other content archives.
Heineken’s Top Shelf Approach to Sponsorship
Heineken uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
Wheat Thins Uses Music to Support Brand Repositioning
Wheat Thins (a Kraft brand) has used its sponsorship of the Bonnaroo Music and Arts Festival as a platform to sample products, boost consideration, and engage young adult consumers.
Invest, Don’t Buy: A Smarter Way to Sponsor
This white paper from IEG looks at how marketers can enhance their sponsorship strategies and features case studies from Xerox, the NFL, IBM, Gatorade, and GE.
Personal Grooming Category Brushes Up On Sponsorship
According to a recent IEG report, personal grooming brands are now using sponsorships to differentiate themselves from their competitors.
