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Activating the Male Shopper

The number of men who consider themselves the principal shopper in their household has risen steadily over the past decade. Men are waiting longer to get married, and families are sharing responsibilities more evenly. As a result, brands must adapt their marketing toward males to reflect a more shopper-centric approach.

Taking the ‘Less is More’ Approach to a New Level

MetLife discussed how it built a mega-relationship among five partner brands and the New York Giants and Jets football teams.

Choose Interesting

Grolsch used content marketing partnerships to extend the reach of its Toronto film festival sponsorship and promote its brand.

Chobani: From Category Disruptor to Market Leader

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Chobani: From Category Disruptor to Market Leader

Peter McGuinness, chief marketing and brand officer at Chobani, shared how Chobani is building a marketing infrastructure to maintain the brand’s No. 1 position.

Updating the Menu: Sponsorship's New Benefits

IEG’s new briefing spotlights the seven critical sponsorship benefits that sponsors should require and rightsholders must provide if they want to find success in today’s marketplace by connecting with audiences, consumers and customers.

Business Technology: A Sponsorship Category Update

This IEG special report — examining sponsorship activity, spending, trends and activation elements — reveals why and how companies such as IBM, HP, Cisco and SAP are formulating entirely new sponsorship strategies.

Sponsorship Spending Report

IEG’s latest briefing not only breaks down spending figures among different sectors and global regions, but also explores how cutting-edge rightsholders are embracing digital to offer better benefits and engagement to partners.

RBZ Hockey Stick

CCM Reebok launched its RBZ Hockey Stick through a partnership with Xbox and the EA Sports NHL 2013 video game to connect with its target audience in a fresh, innovative way.

Hitachi Social Innovation Campaign

Lauren E. Raguzin, director of branding and corporate communications at Hitachi America, Ltd, shared the company’s strategy for brand integration across multiple channels, such as product packaging, digital, social media, and event management, surrounding its partnership with Penske Racing.

The Weather Channel Android App Redesign

Toyota partnered with The Weather Channel on the launch of The Weather Channel’s new Android app, giving Toyota the chance to provide consumers with advertising that was relevant to their personal real-time weather experience.

Bravo’s Play Live Experience

Bravo launched Play Live to allow users to interact with its live TV programming via any mobile or desktop device.

The Call of the Cup

Molson Canadian, the official beer of the NHL, used a mobile website to encourage conversations among American hockey fans and increase sales.

Live Game Integration

Choice Hotels partnered with Major League Baseball to deliver a live game interactive app to drive brand awareness and consumer engagement.

NFL Marketing Partnerships

Peter O’Reilly, vice president, fan strategy and marketing at the National Football League, shared insights on how the NFL integrated leading brands into their marketing and events, driving unique fan engagement among key demographics for their partners and themselves.

Con Edison Powers Tomorrow’s Scientists Through Sponsored Educational Programs

Hilary Ayala, director of grassroots management and strategic programs at Consolidated Edison, discussed how the company gets students excited about science and technology through sponsorship of the FIRST Robotics competition.

Norwegian Cruise Line and the Rockettes Sail into a Non-Traditional Partnership

Maria Miller, senior vice president, marketing at Norwegian Cruise Line, and Chris Moseley, senior vice president, product management and brand oversight at Rockettes, MSG Entertainment, discussed how the entertainment icons the Rockettes partnered with Norwegian Cruise Line to introduce its newest ship, Norwegian Breakaway.

Who Does What: Department Stores

After a five-year lull, IEG reports that many department stores are now entering the sponsorship field, including Sears, Lord & Taylor, and Macy’s.

UBS Expands Arts Involvement; Rolls on with Formula One

UBS has expanded its longstanding partnership with the Solomon R. Guggenheim Fellowship to support the arts in South and Southeast Asia, Latin America, North Africa, and the Middle East, and added a sponsorship relationship with Formula One, thanks to the improving global economy.

IEG Category Update: Healthcare Companies

The aging Baby Boomer population and implementation of the Affordable Care Act have presented drugstore chains, hospitals, and insurance companies with new opportunities to expand their businesses via sponsorship possibilities.

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