Prior to her role with ESP Properties, Laren spent 20 years at IEG, launching the IEG Valuation Service in 1997 and assuming the role of CEO in 2006, where she was responsible for all aspects of IEG’s business, including consulting, valuation and measurement, information services, and events and training.
At IEG, Laren grew the company into the worldwide leader in sponsorship advisory, valuation, strategy and intelligence services with a global reputation for providing unduplicated counsel, research and intelligence built upon a vast database of proprietary primary research and a pioneering valuation methodology that has been endorsed by nearly 200 leading sponsor brands.
Under her leadership, the company ignited substantial and sustainable growth for clients through transformative analytics and strategies that vastly increase the quality and value of sponsorships and partnerships.
Rightsholder clients included the NFL, FIFA, NBC Sports, Cirque du Soleil, USOC, Sydney Opera House, Minnesota Twins, National Geographic, NCAA, Kentucky Derby, Essence Communications, San Francisco 49ers, UEFA, X Games and many more. Brand clients included AT&T, BP, Canon, Chevron/Texaco, Discover, Ford, GM, IBM, Pfizer, Samsung and Visa.