Drafting Corporate Sponsorship Agreements for Major Events, Marketing and Promotional Activities

Corporations enter sponsorship agreements for major events, marketing or promotional activities to increase brand awareness, promote their products or services, or obtain naming rights, among other reasons. The structure and complexity of corporate sponsorship agreements vary depending on the nature of the event or activity and the bargaining power of the contracting parties.

If not approached carefully, drafting and negotiating corporate sponsorship agreements can result in loss of value, disputes and contractual breakdowns. Counsel must understand and strategically construct provisions related to the scope of the agreement, exclusivity requirements, brand visibility, IP rights, indemnification, and renewal and termination rights to minimize risk for their clients.

Listen as our panel of attorneys experienced in negotiating corporate sponsorship agreements discusses best practices for drafting and negotiating these contracts. The panel will review specific clauses that should be included in agreements and provide strategies for avoiding common negotiation pitfalls.

1. Factors to consider when evaluating whether to enter a corporate sponsorship agreement
2. Key terms in corporate sponsorship agreements
   1. Scope
   2. Exclusivity
   3. Brand visibility
   4. IP rights
   5. Approval Process
   6. Indemnification
   7. Renewal rights and termination
   8. Payment and Value in Kind
   9. Other key terms
3. Strategies for streamlined negotiations and resolving contract disputes

The panel will review these and other key issues:

• What are some of the different reasons corporations sponsor a major event or marketing activity?
• What are the key contract terms to include in corporate sponsorship agreements?
• What are the most commonly disputed issues during contract negotiations and what are some effective strategies for resolving them?