Key Deal Stories

What is a key deal story?

For the most important sponsorship deals, we go beyond the news to deliver deeper coverage.

If a deal is signed by a rights-holder in our editorial universe (see the image below), we commit to uncovering the deal value, duration, details of the inventory, the brand’s activation plans and all the context you need to understand why the deal was done.

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What do we cover?

Our editorial universe covers the key rights-holders in the most important sports.

If one of these bodies strikes a deal, we will give it extended coverage.

How do key deal stories help me?

  • Discover the value and duration of the most important sports sponsorship deals
  • See the assets included in each key deal
  • Understand how the deal was done and who was involved
  • Understand why the two parties came together and what they stand to gain.
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Sample key deal stories

Google Australia made its third deal with the Australian Football League (AFL) in three years when it signed as an Official Partner of the AFL, including new rights to the AFLW women’s league, last month.

Gulf Oil International has signed a multi-year sponsorship with the McLaren Racing Formula One team and luxury supercar company McLaren Automotive

France’s Ligue de Football Professionnel (LFP) this month struck only the second betting deal in its history, a three-year agreement with Betclic that will run from 2020-21 to 2022-23.

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