Sponsorship agreement

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Document overview

This contract sets out the commercial deal between an event organizer and a sponsor. It provides for practical arrangements as well, such as rights of access beforehand for the sponsor to set-up, use of intellectual property by in marketing, dedicated parking for the sponsor's guests and provision of corporate hospitality areas.
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  • Length:11 pages (2850 words)
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About this document

This event sponsorship agreement could be used for a diverse range of one-off events, from a single sports competition, to a home improvements exhibition.

The sponsor might receive advertising rights and a corporate hospitality suite in return for financial support, or additional or alternative rights such as the right to sell products from a stand, or the right to advertise on marketing material.

The agreement is very flexible in the terms between the parties. The rights granted could be of any sort. We suggest common ones, such as advertising, product placement and preferential event access, hosting of corporate hospitality functions, and promotion on television or radio, although these can be replaced or supplemented by those that you agree.

The agreement also covers a number of practical considerations, for example, the obligation of the organiser to ensure that the sponsor is able to set-up advertising and stalls and has access to parking on the day.

If the two parties have not worked together before, we advise that the sponsor should be very precise with the event organiser about what he wants out of the deal. The charismatic event organiser may be highly skilled at pulling together the strings needed to arrange the event (including financing through sponsorship) but may not be the person micromanaging the employees.

The law in this agreement

The law in this document is common law, allowing you to set out whatever arrangement you choose to make.

It includes a number of legal matters to the advantage of both sides that might be left out of less comprehensive agreements, such as protection of intellectual property, assignment and rights to renew.

When to use this event sponsorship agreement

This agreement could be used by either side, probably at first to explore the deal that could be done, and then as the legal contract. Either party could start and send it to the other either as their terms and conditions on a "take it or leave it" basis, or as a starting point for negotiations.

The document is suitable for:

  • one-off events (although it also covers the right of renewal at subsequent events, for example, the next year)
  • sporting events: demonstrations, competitions, matches
  • shows: musical productions, or theatre and stage productions
  • fairs and exhibitions

The sponsor could receive any number of rights, but these are likely to include advertising or branding of some sort.

We have another agreement that may be more suitable if multiple or a series of events (for example, a tournament or a tour of shows to different locations) are being sponsored.

Contents

  • Definitions
  • Interpretation
  • Warranties for authority
  • Relationship of parties
  • Entire agreement
  • The venue owner
  • Grant of sponsorship rights
  • Sponsorship fee and payment
  • Sponsorship rights granted
  • Joint obligations
  • Obligations of each party
  • Indemnity
  • Protection of the intellectual property of the organiser
  • Right to renew
  • Termination
  • Consequences of termination
  • Assignment: whether either side can transfer the rights to another party
  • Miscellaneous matters
  • Schedule 1: The event programme
  • Schedule 2: Corporate hospitality functions
  • Schedule 3: Services and products that can be sold at the event
  • Schedule 4: Industry sectors, product ranges and countries that may be promoted
Sample sponsorship agreementSample page from the event sponsorship agreement

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Recent reviews

Fast Creation of Agreement
16 November 2020
As a small business, we don't have an in-house legal department so we needed a cost effective way to draft a sponsorship agreement for a project we were running. Using Net Lawman template & review service has sped up the creation of a sponsorship agreement, and took away the risk/fear of missing important legal clauses that could leave us exposed.

The only thing to note is that the correspondence from Net Lawman would go in to my junk rather than inbox, so I didn't get the initial response/review within 72 hours.
Natalie Dixey
Good Basis But Layout Could Improve
01 November 2017
I used this document to develop a sponsorship agreement for 4 levels of sponsorship for a 2 day event. I think that it could have a simpler layout of the actual terms of the sponsorship ie what the sponsor gets for their investment vs. the company which seems to be included in the body of the document under different terms and conditions. I had to modify it to say see attachment A for the information to cover each of these aspects in a summarised way. Otherwise I thought it was good as each clause was simple, clear and easy to decide if it applied. I would recommend Net Lawman and have just today for T&Cs.
Helen Clarke
Review of the Australian version
Good Basis For Document
31 October 2013
I needed to draw up a heads of agreement for a potential sponsorship arrangement.
Although I had to make certain changes, the downloaded document proved be a very good basis for constructing the required heads of agreement.
Fred De Jong

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