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USA Triathlon Announces Strategic Partnership with IEG

July 07, 2008, 1:06 p.m. (ET)

USA Triathlon is pleased to announce a partnership with the leading experts in sponsorship strategic counsel, valuation and training – IEG.

For more than two decades, IEG has been helping sports properties with their sponsorship efforts. IEG helps clients:

  • Target the right prospective partners and provides strategies on how to approach them.
  • Understand the most effective methods for building the types of integrated marketing opportunities that sponsors demand.
  • Justify their fees through an IEG Valuation Statement which provides the confidence needed to negotiate for fair value and avoid leaving money on the table.


Through this collaboration, IEG is offering a complimentary online seminar for all USAT members titled, "Determining the Fair Market Value of Sponsorship Packages."

"As the sport of triathlon continues its rise in popularity so do the sponsorship opportunities surrounding events produced by and involving members of USA Triathlon. These events are well positioned to help corporate partners achieve a number of business-building objectives, including connecting with consumers in meaningful and relevant ways," said IEG CEO Laren Ukman. “The exciting partnership between IEG and USA Triathlon provides members access to IEG's unparalleled knowledge and expertise regarding the goals and processes of active sponsors, as well as the best practices of the most successful sports properties.  We look forward to empowering USA Triathlon members to maximize the value in their corporate partnerships and grow their sponsorship revenue."

This webinar will guide you through the industry-accepted valuation methodology created by IEG.  You will learn why it is essential to move away from basing fees on cost and how to price sponsorships based on the value they deliver to corporate partners.  

Participate in the live webinar on July 10, or view it any time on demand July 14–28.  Simply call IEG Customer Service at (800) 834-4850 to register or visit us online at the link below.

IEG is also offering a discounted registration price at IEG's Regional Seminars of $395 (regular price is $495). Topics for 2008 include "Advanced Sponsorship Sales" and "Activating and Measuring Sponsorship's ROI". Seminars take place in Washington DC on August 20–21; Toronto on August 26–27; Los Angeles on September 23–24; Chicago on October 28–29; New York City on November 5–6; Dallas on November 18– 19.

USA Triathlon members can take advantage of many more benefits that will accelerate your sponsorship program.  Visit www.sponsorship.com/usat for a detailed list of benefits.

"Our strategic partnership with IEG brings a tremendous opportunity to our constituents, especially our sanctioned and certified race directors who now have direct access to IEG resources to make the most of their event sponsorship packages," said Tim Yount, USA Triathlon senior vice president of marketing and communications. 

If you have questions, or would like more information, please contact: Greg Ahern, Marketing Manager, IEG LLC at (800) 834-4850.