Sponsorship agreement: tournament, league or series of events

This agreement is for the sponsorship of a number of events within a series, such as at each of the matches in a sports tournament or league, or a number of shows in a traveling theatre production. As well as being flexible enough to allow you to specify the deal you want to agree in terms of advertising and promotion, the agreement provides for practical arrangements, such as rights of access beforehand for the sponsor to set-up, use of intellectual property by the sponsor in marketing, dedicated parking for the sponsor's guests and provision of corporate hospitality areas.

Suitable for use in: England & Wales and Scotland
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About this sponsorship agreement

This sponsorship agreement should be used for a series of events where financial support is given in return for advertising or other rights. The events themselves could be diverse, from sports competitions (such that the agreement is used to sponsor a football league, bowls tournament, or weightlifting championship) to shows (either with different content, such as an outdoor cinema festival showing of a series of specialist films over a number of days, or in a different location, such as a travelling theatre production, or differentiated by timing, such as an outdoor equipment exhibition that takes place over the first weekend of every month in summer). The sponsor may receive additional rights, such as the right to sell products from a stand or the right to advertise being a sponsor of the event on marketing material.

The agreement is very flexible in the terms between the parties. The rights granted to the sponsor 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, such as 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 event organiser and the sponsor have not worked together before, we advise that the sponsor should be very precise 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 (such as financing through sponsorship) but may not be the person micromanaging the employees on the day.

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 the event organiser or the sponsor, probably at first to explore the deal that could be done, and then as the legal contract. Either party could initiate drafting and send it to the other as their preferred terms on which to start negotiations.

The document is suitable for:

  • series of events, differentiated by timing, content or location
  • multi round or knock out sports tournaments and leagues
  • fairs, shows 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 the sponsor is sponsoring a single event (for example, a home and garden exhibition, or a single sports match). See Sponsorship agreement: single event.

Agreement features and 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 Sponsor
  • Obligations of Organiser
  • Indemnity
  • Protection of Intellectual Property of Organiser: limits the sponsor as to how he uses the IP of the event organiser in his own promotional material
  • Right to renew: a valuable provision for the sponsor if the event turns out to be more successful than anticipated
  • 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 the Sponsor may sell at the event
  • Schedule 4: Industry sectors, product ranges and countries that the Sponsor may promote
Draftsman

This document was written by a solicitor for Net Lawman. It complies with current English law.

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