IEG Announces New Role At The Center Of Sponsorship

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IEG today unveils a new look, a redesigned Web site ( and a new logo.

IEG today unveils a new look, a redesigned Web site ( and a new logo.

More than just a cosmetic change, the company that established sponsorship as a primary marketing medium beginning three decades ago is purposefully launching a new brand identity to ensure it stays relevant to the profoundly shifting world of sponsorships and partnerships.

For 30 years, IEG has been at the center of the conversation around sponsorship. We remain at that exciting nexus, committed to the idea that partnerships are the best way to engage with consumers, customers, employees and other stakeholders.

But as the industry has grown more sophisticated, the conversation is changing and so is IEG.

To offer brands and rightsholders the solutions they need, IEG is focused on delivering insights to clients, fueled by the analytics and metrics that it continues to create. Working one on one with leading sponsors and properties will allow IEG to evolve sponsorship in new and important ways—ensuring it delivers on its potential, receives its proper place in brand strategy and impacts the growth of businesses and organizations.

But while IEG is venturing to new and exciting places through its enhanced role, it is important to note that its annual conference, training services, IEG Sponsorship Report and other critical industry resources remain.

“Our commitment to sponsorship’s growth remains unwavering and IEG will continue to innovate, anticipate what’s next and share fresh ideas,” said CEO Laren Ukman. “We will always enhance the dialogue, provoke new thinking and steward the sponsorship community, and we will provide a range of solutions relevant to organizations and brands at every level.”

IEG’s logo, in the distinctive new IEG Ruby color, is a signature—a unique piece of artwork created specifically for the brand. The signature was chosen to represent IEG’s honesty, humanity, confidence and value of its work. The period adds a level of decisiveness and certainty. The lowercase nature of the mark reinforces IEG’s openness to new ideas and its symmetrical qualities speak to reliability.

Get Closer

IEG’s brand identity and positioning is summed up in its new tagline: Get Closer, which embodies what the company does through client-focused advisory and measurement services; information, events and training resources; and connections to the community of new ideas and experiences.

For Brands
-Get Closer than ever to determining sponsorships’ return on investment
-Get Closer to customers and consumers through truly engaging partnerships
-Get Closer to the right opportunities that will exceed objectives

For Properties
Get Closer to current and prospective corporate partners
Get Closer to maximum revenue potential
Get Closer to the tailored business solutions sponsors require

For Everyone
-Get Closer to understanding the fair market value of sponsorships
-Get Closer to evaluation and guidance that will raise your sponsorship game
-Get Closer to insights and ideas that result in long-term success

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge. We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).


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William Chipps
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