The sale of pouring rights is a major source of revenue for athletic departments, with deals negotiated at either the University or Athletic Department level. Our report gives readers relevant, insightful market information pertaining to both types of deals in order to maximize upcoming deals. We created our report by examining every current, publically-available pouring rights contractual agreement and using certain school-specific data, all attained from the WinAD database. The result is a report that provides a current, comprehensive view of the rights market, detailing key financial elements, market trends and creative options within pouring rights agreements. This information will allow schools to understand their standing in the market, while also providing tangible ideas to drive increased revenue from future negotiations.