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TSC study: Sponsor brands want rights-holders to define their values

Jessica Pegula of the US shakes hands with Japan's Naomi Osaka at the Internazionali BNL d’Italia tennis tournament, May 12, 2021. (Photo by Clive Brunskill/Getty Images)

An international sponsorship industry survey has found that the vast majority of sponsors consider it important for sports properties to have clear values, but that rights-holders were less uniformly able…