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Product ID: UK-MADspo01

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This agreement sets out the commercial deal between an event organiser and a sponsor.

It can be used for a diverse range of one-off or periodic events, from a single sports competition, where the sponsor receives advertising rights and a corporate hospitality suite in return for financial support, to a home improvements exhibition, where the sponsor receives additional or alternative 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.

It is suitable for either party to edit and present to the other.

Example events for which this agreement could be used include:

  • a sporting event, such as a demonstration, or a single competition or match
  • a show, such as a musical production, or a theatre or stage production
  • a fair or an exhibition
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Product ID: UK-MADspo03

Sponsorship agreement: sports person or other individual

This sponsorship agreement provides a flexible framework for defining a sponsorship arrangement with an individual.

The arrangement could be as simple as payment for advertising on clothing, or be a more complex one such as where the sponsored individual acts as a brand ambassador at public events or in marketing materials, or tests products, or produces content for the sponsor’s marketing.

The sponsor might offer money or goods or services (their own or those of another company) to the person sponsored.

The sponsored person could be at any level of professionalism, from an individual working as an amateur to a professional at international level.

The agreement is governed by the laws of England and Wales, but the location of either party could be elsewhere. The document could, for example, be used by a British company to sponsor a Russian musician.

The agreement also includes further legal paragraphs not usually included in such agreements that protect both sides in case of later disagreement or non-fulfilment. These can also be edited to your requirements.

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Product ID: UK-MADspo02

Sponsorship agreement: tournament, league or series of events

This is an agreement for the sponsorship of a series of events, such as each of the matches in a sports tournament, or a number of shows in a travelling theatre production.

Events in the series could be differentiated from one another by timing, content or location.

The sponsor rights granted could range from selling products from a stand to brand advertising in the venue to promotion on clothes, or in communication media.

Examples of events for which this agreement could be used include:

  • multi-round or knock-out sports tournaments such as a football league, a bowls tournament, or a weightlifting championship
  • a series of shows, such as a multi-day cinema festival, a travelling theatre production, or an outdoor equipment exhibition
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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.

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Immediate delivery of the document template by e-mail after checkout
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Detailed guidance notes explain the purpose of each paragraph and how to edit
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