IEG Partner Content
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.
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 uses its sponsorships to maintain their premium global positioning and engage consumers worldwide, according to IEG.
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.
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.
According to a recent IEG report, personal grooming brands are now using sponsorships to differentiate themselves from their competitors.
A report from IEG indicates that companies such as Allstate, Esurance, and Farmers Group are investing heavily in sports sponsorships.
A recent IEG report indicates that the shipping industry is seeing strong sponsorship growth thanks to the purchase of new international properties by FedEx, UPS, and DHL.
In this Q&A with Stephanie Sperber, the president of Universal Studios' partnerships and licensing division, new trends in branded entertainment and sponsorship are discussed.
The 11th annual IEG/Performance Research Sponsorship Survey reveals that sponsors are optimistic about leveraging their sponsorship platforms in 2011.
The details of TD Ameritrade's seven figure sponsorship of the U.S. Olympic Committee (USOC) and 2012 U.S. Olympic Team are discussed in this brief from IEG.
IEG shares 10 tips for successfully measuring sponsorships in this report.
This Q&A from IEG looks at Sprint's title sponsorship of NASCAR's top racing series.