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

Atlético Madrid’s club record main shirt sponsorship agreement with the cryptocurrency investment app WhaleFin was signed more than two months ago after progressing rapidly from first talks.

TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.

Deal with AELTC primarily cash-based with limited value in kind Fuse agency provided advice on strategy and sponsorship valuations IMG agency also involved in discussions

How Do I Subscribe to SportBusiness Sponsorship?

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