Manchester City settlement highlights importance of fair market value in sponsorship

Yesterday, Manchester City and the Premier League drew a line under their long-running dispute over Associated Party Transaction (APT) rules. The two sides confirmed a settlement, with City accepting that the rules governing fair market value (FMV) sponsorship deals with related parties are valid and binding.

It ends a costly legal battle, but the significance of the settlement goes far beyond the courtroom. At its heart is a simple truth: Fair market value in sponsorship matters.