This chapter explores the case of Curry's sponsorship highlights a number of important negotiation-related issues. It highlights a popular and successful method of negotiation, termed "principled negotiation", that is relevant for use in any negotiation in sport, exercise, or physical activity. The chapter discusses empirical evidence on issues associated with its few basic ideas, and gives examples as to how this method could be used in sport-, exercise-, and physical activity-related negotiations by, for example, parents, athletes, coaches, managers, and agents. It turns attention to the broad philosophy upon which principled negotiation is based, and discusses how principled negotiators are recommended to prepare for a negotiation. Principled negotiators argue that the cultivation of a BATNA is a valuable step in obtaining a successful agreement in a negotiation. A BATNA is different to a "bottom line", which reflects a minimum tolerable standard or a worst acceptable outcome.