In what could be the most lucrative sports deal in Asia, a multi-cornered fight looms for the continent's football commercial rights that could fetch an eye-catching US$3 billion (S$3.9 billion).
International marketing agency Lagardere holds the current rights (2013-2020), reportedly valued at US$1 billion, but will almost certainly face a battle for the next deal that runs from 2021 to 2028.
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