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Marketing Content Courtesy of IEG

IEG, a sponsorship management company, has contributed over 20 pieces of content on sponsorship activation, valuation, management, and measurement to the ANA’s Marketing Knowledge Center. This IEG collection on sponsorship includes case studies, category updates, interviews, best practices, and trend reports covering a wide variety of industry verticals. For more information about IEG, a Knowledge Partner of the ANA, please visit www.sponsorship.com.

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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.

Sponsorship Remains Fertile Ground for Property/Casualty Insurers

A report from IEG indicates that companies such as Allstate, Esurance, and Farmers Group are investing heavily in sports sponsorships.

Shipping Category Delivers New Sponsorship Activity

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.

Universal Studios Sees Interest in New Types of Partnerships

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.

Decision-Makers Survey: Sponsors Favor Activation Budgets in 2011

The 11th annual IEG/Performance Research Sponsorship Survey reveals that sponsors are optimistic about leveraging their sponsorship platforms in 2011.

TD Ameritrade Breaks Ground with USOC Deal

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: Measuring High Performance Sponsorship Programs

IEG shares 10 tips for successfully measuring sponsorships in this report.

NASCAR Sponsorship Delivers ROI for Sprint

This Q&A from IEG looks at Sprint's title sponsorship of NASCAR's top racing series.

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