Sponsorship
Sponsorship

The following TMT practice note provides comprehensive and up to date legal information covering:

  • Sponsorship
  • Introduction
  • Types of sponsorship
  • Key components of a sponsorship deal
  • Sponsorship hierarchy
  • Exclusivity
  • Standard rights
  • Tailored rights
  • Licensed products
  • Product supply
  • More...

IP COMPLETION DAY: 11pm (GMT) on 31 December 2020 marks the end of the Brexit transition/implementation period entered into following the UK’s withdrawal from the EU. At this point in time (referred to in UK law as ‘IP completion day’), key transitional arrangements come to an end and significant changes begin to take effect across the UK’s legal regime. This document contains guidance on subjects impacted by these changes. Before continuing your research, see Practice Note: What does IP completion day mean for TMT?

Introduction

This Practice Note provides an overview of the key elements of a sponsorship deal including establishing a sponsorship hierarchy for multiple sponsors, exclusivity arrangements, standard and additional rights commonly found in a sponsorship deal, fees and payment by value-in-kind, protection of sponsorship as well as compliance and regulation issues.

Brands are increasingly looking to align themselves with events or content that consumers care about. For this reason sponsors are increasingly aligning themselves with areas outside of the traditional sports sponsorship model, for example there has been significant growth in sponsorship of music events and artists, sectors that brands traditionally shied away from due to the myriad of rights owners.

English law does not recognise the existence of proprietary rights in a sports (or other) event. It follows that there is no such recognised right as ‘sponsorship rights’ to an event, team

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