Sponsorship agreements

Comprehensive documents for sponsoring individuals and events

These agreements provide a management framework for your sponsorship deal. Since there is no specific law regulating sponsorship, the majority of the content of these documents is commercial and practical rather than legal.

For example, both agreements relating to the sponsorship of events cover:

• rights of access to the venue beforehand for the sponsor to set-up
• dedicated parking on the day for the sponsor's guests
• provision of corporate hospitality areas.
• advertising and promotion across different media, including television and radio
• product placement around the venue
• use of intellectual property by the sponsor in marketing
• preferential event access
• right to renew

Similarly, the contract for sponsorship of a person largely covers what each party will provide to the other.

The documents provide a multitude of examples (easy to delete or change) that we hope provide ideas and opportunities you may not have considered.

The agreements could be used either by the sponsor, or by the event organiser or person being sponsored. Although the templates are fair to both parties, they can be edited to favour one over the other.

An associated area of marketing is merchandising, when intellectual property rights in a product are licensed or sold for exploitation in a different market. An example might be the right to use a sports person’s name on a food product in a certain country. You can find merchandising agreements here.