Sponsorship Agreement

Sponsorship is rights licensing and brand association in one document. The sponsor is paying for visibility, and the sponsored party is granting the right to be associated with them. The risks cut both ways.

What a sponsorship agreement needs to handle

For the sponsor: what happens if the sponsored party brings the brand into disrepute (morality clauses), what happens if the event is cancelled or moved, what exclusivity am I getting? 

For the sponsored party: what use of my name and image am I licensing, what creative approval do I have, what happens if the sponsor's brand becomes problematic?

The agreement should be specific about deliverables (logo placements, social posts, hospitality entitlements, naming rights) because the loose 'reasonable promotion' language that often appears in template sponsorship deals is where disputes start.

A well-drafted agreement protects both parties and ensures that each side knows exactly what is expected.

Example: a typical scope and fixed fee

For a sponsorship arrangement between two parties, the typical scope looks like this.

What's included

• A consultation to understand the sponsorship arrangement and deliverables
• Drafting of a sponsorship agreement covering rights granted, deliverables, fees, IP, branding guidelines, exclusivity, termination, and dispute resolution
• One round of revisions based on your feedback
• Final version ready to use

What's outside this scope

• Negotiation with the other party beyond the scope described above
• Advice on advertising standards or ASA compliance
• Tax advice

Fixed fee: £495, no VAT.

How I will approach your matter

Once you have instructed me, I will arrange a consultation to understand the sponsorship arrangement, deliverables, and your commercial priorities. The drafting will be specific about what each side provides and what each side receives. Vague sponsorship agreements are the ones that produce arguments.