IEG (Institute for Sponsorship)

IEG (Institute for Sponsorship and Event Marketing) is a professional organization that provides research, insights, and training for sponsorship and brand activation industries. It helps companies understand how to effectively use sponsorships (like sports, events, or causes) to build brand awareness and engage audiences. By analyzing best practices, trends, and data, IEG supports businesses in making strategic decisions to maximize their sponsorship investments. Essentially, it’s a resource for brands and marketers to optimize the impact of their sponsorship activities through knowledge and industry expertise.