The sample agreement shown below is typical of the terms that must be agreed to between a sponsor and the owners of the property, in this case the property is the name of an event. 

Some of the key terms of a sponsorship agreement usually are:

• the length of time the sponsorship is in effect;
• the naming opportunities the property provides the sponsor;
• other things the property provides the sponsor, such as, use of facility;
• other promotional opportunities provided by the property;
• promotional opportunities the sponsor will provide to the property;
• assurance that the sponsors brand will be protected and not misused;
• which party pays for activation;
• obligation of the property to demonstrate fulfillment;
• terms of renewal of the sponsorship.

 

This sample agreement is not meant as legal advice. It is for educational purposes only.  To ensure that you have an agreement that satisfies all requirements, you should obtain qualified legal counsel.

 

Sponsorship Agreement for Naming the Family Fun Run

 

The agreement is between Company X and the Family Sports Complex.

 

Benefits to Company X

 

The Family Sports Complex Agrees to Provide Company X with the following:

 

An event now known as the Family Sports Complex Family Fun Run, scheduled for November 12, 2008 at the Family Sports Complex (FSC) will be known as the Company X Family Fun Run. This name change will be recognized in the manner outlined in this document:

 

Event Signs

 

The following signs will be changed to reflect the name change and will use the new Company X Family Fun Run logo:

 

•  Main event entrance banner, 24’ x 3’, visible from Highway 11 and Exit 23;
• A banner, 15’ x 5’, on the south side of FSC facing Main Street;
• A sign attached to the west side of FSC facing Calley Elementary School;
• A 8’ x 2.5’ sign over the main entrance to FSC;
• A 24’ x 4’ banner over pedestrian overpass on Highway 11;
• 32 directional signs on city streets leading to the event.

 

(Note - All outdoor signs require City approval and must conform to the standards determined by City bylaws. It will be the responsibility of FSC to obtain the necessary City approvals for all event signs.)

 

Other Signs

 

•  FSC will have the right to sell the naming of other event assets, such as, the start line banner, the finish line banner, runner vests, gift bags, and refreshment tent to other sponsors.
• FSC will have the first right of refusal for these sign sponsors to ensure that they are protected against the encroachment by competitors;
•  All signs erected during the event will display the name “Company X Family Fun Run”.

Other Name Changes

 

The Family Sports Complex also agrees to change the event name to the “Company X Family Fun Run” and display the new logo with that name on the following locations and collateral:

 

1. On the facility and the event website;
2. On all letterhead, brochures, event programs, media releases, fax cover sheets, internal memoranda, newsletters and similar communication materials produced by FSC in preparation for the event, during the conduct of the event and after the event;
3. In the FSC promotional brochure, sent out to 75,000 homes, three weeks before the event;
4. In any purchased media advertising and public service announcements in print or electronic form.

Additional Promotional Opportunities

 

1. Company X and FSC will arrange a media conference to announce the new event name and brand;
2. Company X will receive a prominent role in the opening ceremonies of the event, using a spokesperson to be determined by Company X;
3. During the event, Company X may use two multipurpose rooms in FSC at its discretion;
4. Company X employees participating in the event will receive three custom training sessions designed and led by FSC employees, at times to be determined prior to the event.

Obligations of Company X:

 

In consideration for the naming of FSC Family Fun Run and associated benefits, Company X agrees to provide FSC with the following:

 

1. $150,000 payable upon signing the agreement;
2. In addition to this fee for the rights to name the event, Company X will pay for the design of a new event logo, the cost of sign and banner design and replacement associated with the name change, and the costs of design and printing of all other material and collateral associated with the name change;
3. Company X will pay for any publicity it seeks related to the name change that is in addition to the promotion of the event planned by FSC (see schedule A);
4. Company X will promote FSC and the event through a link on its company website;
5. Company X will promote FSC and the event through use of its other corporate media such as employee newsletters, supplier reports or other similar communications.

Other Considerations

 

Ø       Naming of the FSC Family Fun Run does not include or imply any participation by Company X in the governance or the management of FSC;

1. The rights and obligations of Company X do not extend beyond those specified in this document;
2. Similarly, FSC will not to interfere in any way with the business of Company X and indemnifies Company X from any liability that may arise from the association with Company X. Similarly, Company X indemnifies FSC from any liabilities that might arise from its association with FSC;
3. The agreement will remain in effect from date of signing until December 31, 2008, after which time, Company X will have the first right of refusal for the name of the 2009.