Higly doubt it unless its a very specific and unique agreement....

Higly doubt it unless its a very specific and unique agreement. Mithra would provide access to all exisitng marketing materials and campaigns and probably even stipulate boundaries within which MYX must stay, minimum spend levels etc. They may even stipulate MYX can only use mithra campaign material updated for US market. Mithra would certainly provide access to other market insights such as uptake, whats working / not and uptake rates v time and tarets would have been agreed using these insights as baselines.

So support yes, dollars no. Whether Mayne paid a premium or not is MYX problem and if MYX doesnt hit the hurdles agreed they will just lose the lease and Mithra on sell it, thats the whole point of a lease type agreement - have someone else do the legwork while you minimise risk so yes you are correct - MYX is wearing all of the risk. Partnership in simple terms just means they will share intel and profits.

If they can make it work the potential to unlock other partnerships increases greatly, if MYX wasnt so far in the poo you could almost loss lead it to make it a surefire winner knowing what you would pull in on the back of such a big win, but they need it to work financially in a considerable way.Kind of an all or nothing bet.

good luck with your holding.