IEG Inc

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Most people think IEG is an association. That's because it was founded with one goal in mind: to establish sponsorship as the fourth arm of marketing, alongside advertising, promotion and public relations. Having accomplished that goal, IEG continues to serve the sponsors, sponsees and agencies in sports, arts, entertainment, event, cause and association marketing through its products, services and advocacy. For example, each year, IEG sponsors two worldwide surveys: its survey of more than 3,000 sponsorship opportunities worldwide is in its 18th year while its survey of more than 5,000 sponsorship executives is more than a decade old. Findings from these surveys are available free to the industry and media and provide strategic information on the size and scope of the industry; spending trends; and opportunities.Since IEG began analyzing sponsorship more than 20 years ago, the value of sponsorship has soared by many billions of dollars. In the past two decades, virtually the entire industry has adopted IEG's techniques for value measurement. IEG's pioneering analysis of non measured media, such as ID on street pole banners, as well as sponsorship intangibles, such as the value of audience loyalty, has become the primary method of valuing sponsorship benefits.In addition to breaking new ground in the creation of benchmarks and yardsticks for the industry, IEG also serves the industry by identifying and showcasing the breakthrough marketers whose approach raises the bar for the industry. For example, ideas that transformed the sponsorship industry including cause-related marketing and ambush marketing, were introduced first by IEG. Jerry Welsh, of NYC-based Welsh Marketing, introduced those two concepts at IEG's annual Sponsorship Conference in Chicago.

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