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

The value of PepsiCo’s recently-announced sponsorship of Uefa women's football at all levels, from 2020-21 through to the summer of 2025, has been placed at around €2.5m

The four betting operator sponsors of golf’s PGA Tour, all signed this summer, are each paying similar rights fees for non-exclusive rights with the same contract durations.  Sport

Umbro’s return to rugby – in the form of its four-year kit supply deal with the Rugby Football Union – came into effect earlier this month, but it very nearly didn't happen. Matthew Williams examines what the union and the sportwear manufacturer hope to get out of the agreement.

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