Terms and conditions for a sponsorship agency

A sponsorship agency sells rights it does not own to sponsors it introduces, and is paid a commission on deals that close after its involvement ended. The terms have to say whom the agency acts for, define an introduction and the commission it earns, deal with exclusivity and the client's own sales, and keep the sponsorship contract itself between the rights holder and the sponsor. I draft those terms for a fixed fee of £995, delivered in five working days.

Who this is for

Sponsorship sales agencies, rights consultancies and partnership agencies in England and Wales selling sponsorship and partnership rights for events, sports teams, venues, festivals and organisations, or sourcing sponsorships for brands. These are business-to-business terms.

What matters in sponsorship agency terms

Whom the agency acts for

The terms should say whether the agency acts for the rights holder selling sponsorship or for a brand seeking it, that it acts as agent with authority to negotiate but not to bind unless expressly given, and that the sponsorship contract is between the rights holder and the sponsor. An agency that signs in its own name has taken on obligations it cannot perform.

Introductions, commission and tail

The terms should define an introduction, provide for commission on sponsorship revenue from sponsors introduced by the agency, say that commission is payable on renewals and extensions with those sponsors for a stated period after the agency's engagement ends, and how revenue in kind is valued for commission. A sponsor introduced by the agency and signed by the client's own team is still an introduction, and the terms should say so.

Exclusivity, the client's own sales and conflicts

The terms should say whether the agency has exclusive rights to sell the property or a category, what the client may sell itself and on what commission, and how conflicts between the agency's clients in the same category are handled. Under the Commercial Agents (Council Directive) Regulations 1993 an agent negotiating the sale of goods may have statutory rights on termination; sponsorship is a sale of rights rather than goods, but the terms should address termination compensation expressly so that the position is clear either way.

Deliverables, no guarantee and the client's obligations

The agency sells; the client delivers. The terms should say that the agency does not guarantee that sponsors will be found or at what level, that the client is responsible for delivering the sponsorship rights it sells (branding, hospitality, access, data), for its event or property going ahead, and for the accuracy of the audience and valuation information the agency uses in its sales materials.

Fees, retainers, liability and confidentiality

Retainers and commission are invoiced as stated with interest and fixed compensation on late payment under the Late Payment of Commercial Debts (Interest) Act 1998, and the client should provide the sponsorship contracts or revenue statements needed to calculate commission. Liability should be capped at the fees and commission paid, with consequential loss excluded, tested for reasonableness under the Unfair Contract Terms Act 1977. Sponsor pipelines and terms are confidential on both sides. Sales materials created by the agency remain the agency's under the Copyright, Designs and Patents Act 1988, licensed to the client for the property.

What it costs

Customer or supplier terms and conditions, £995. One set of terms, customer-facing or supplier-facing, drafted for your business. Five working days.

Review of your existing terms, £495. You already have terms and want them checked and brought up to date. Returned marked up with my amendments and an explanation of the changes. Three working days.

Buying online forms the engagement on payment. The scope is what the terms and conditions drafting page describes, you accept the Terms of Service at checkout, and I email you within four working hours to get started. If you would rather ask something first, email me.

What you get

• A full set of bespoke terms drafted for your business, reflecting the legal requirements that apply to your business and sector
• A note in plain English explaining the terms I have drafted for you
• Liability, payment, termination and IP provisions that protect your position and are drafted to withstand scrutiny from the other side
• Guidance on how to incorporate the terms properly
• Your questions and comments answered by email or phone
• One round of amendments to finalise the terms ready for use

What is not included

• Negotiating your terms with individual customers (I am happy to quote for this as an additional service if required)
• Sector-specific regulatory compliance beyond the contract terms themselves
• Website privacy notice and cookie compliance, which I quote separately
• Terms governed by the law of another country
• Tax advice

Questions I am often asked

A sponsor we introduced signed a deal with the client six months after our contract ended. Are we owed commission?

If the terms provide for commission on sponsors introduced by the agency for a stated period after the engagement ends, yes. The introduction record and the dates are what settle it.

Can the client sell sponsorship itself while we are engaged?

What the terms say. An exclusive appointment means commission on everything sold for the property; a non-exclusive one should still provide commission on the agency's introductions and say what the client's own sales cost.

The event was cancelled and the sponsor wants its money back. Are we involved?

The sponsorship contract is between the rights holder and the sponsor, and the terms should say so. The agency's commission on a refunded fee should be dealt with in the terms, usually by refund of the commission on the refunded amount.

Related guidance and services

• Terms and conditions drafting, £995, the service this page describes
• Contract review, £495
• Terms and conditions for a talent and speaker agency

This page is general guidance for businesses in England and Wales, not advice on your own circumstances. Last reviewed: September 2026. Email geoffrey@caesar.co.uk.