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

Last month’s deal with BMW has grown AC Milan’s Premium Partner tier to four brands – a doubling since the end of last season, with EA Sports having signed in August ahead of the start of the 2020-21 seaso…

Peroni 0.0%’s entry into the Formula One market with Aston Martin will support parent company Asahi Group’s vision of increasing the prominence of non-alcoholic brands in its portfolio.

Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal. The Canadian subsidiary of the Just East Takeaway

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