When the party’s over

IT IS AN INEVITABLE fact of life that for every press release announcing a brave new sponsorship between brand and sport, there are a roughly equivalent number of withdrawals, cancellations or simply lapses. And in the same way that new deals tend to roll in waves tied to event cycles, seasons and the quadrennial nature of some contracts, so there are key moments when sport is left looking for more new partners than it bargained for.

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