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Exclusive Sponsorship Agreement Template for Australia

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Key Requirements PROMPT example:

Exclusive Sponsorship Agreement

"I need an Exclusive Sponsorship Agreement for a major beverage company becoming the sole drinks sponsor of a national music festival series running from March to December 2025, including pouring rights at all venues and exclusive branding rights across all festival promotional materials."

Document background
The Exclusive Sponsorship Agreement is a sophisticated commercial contract used when a business (sponsor) seeks to obtain exclusive rights to promote their brand in association with another entity, event, or property (rights holder) in Australia. This agreement type is particularly valuable when the sponsor requires category exclusivity and comprehensive marketing rights. The document outlines specific terms for brand usage, activation rights, territory restrictions, and performance obligations, while ensuring compliance with Australian competition law, consumer protection regulations, and intellectual property rights. It's commonly used in sports sponsorships, entertainment events, and cultural programs where exclusive category rights are a crucial component of the commercial arrangement. The agreement includes detailed schedules for sponsorship benefits, payment terms, and brand guidelines, making it essential for high-value sponsorship relationships that require clear documentation of exclusive rights and obligations.
Suggested Sections

1. Parties: Identifies and provides full legal details of the sponsor and rights holder

2. Background: Sets out the context of the agreement, including the rights holder's business and the sponsor's interest in obtaining exclusive sponsorship rights

3. Definitions: Defines key terms used throughout the agreement, including 'Territory', 'Term', 'Sponsorship Rights', and 'Exclusivity'

4. Grant of Rights: Details the exclusive sponsorship rights being granted, including category exclusivity and specific usage rights

5. Term and Renewal: Specifies the duration of the agreement and any renewal options

6. Sponsorship Fees and Payment Terms: Outlines the financial consideration, payment schedule, and any performance-related bonuses

7. Exclusivity Provisions: Defines the scope of exclusivity, restricted categories, and competing brand restrictions

8. Obligations of Rights Holder: Lists all commitments and duties of the rights holder in delivering sponsorship benefits

9. Obligations of Sponsor: Details the sponsor's responsibilities beyond financial payments

10. Intellectual Property Rights: Covers the usage of trademarks, logos, and other IP, including approval processes

11. Marketing and Promotion: Specifies marketing rights, advertising requirements, and promotional activities

12. Termination: Sets out circumstances for termination and the consequences

13. Confidentiality: Protects sensitive information exchanged during the relationship

14. General Provisions: Standard boilerplate clauses including governing law, notices, and assignment

Optional Sections

1. Performance Metrics: Include when sponsorship fees are tied to specific performance targets or KPIs

2. Digital Rights: Add when digital and social media rights require detailed treatment separate from general marketing

3. Hospitality Benefits: Include when the sponsorship includes significant hospitality or entertainment packages

4. Naming Rights: Add when the sponsorship includes naming rights for venues, events, or programs

5. Anti-Ambush Marketing: Include when there's significant risk of ambush marketing, particularly for major events

6. Force Majeure for Events: Add when sponsorship is tied to specific events that might be cancelled or postponed

7. Moral Clause: Include when reputation management is particularly important to either party

8. Insurance Requirements: Add when specific insurance coverage is required for high-risk activities

Suggested Schedules

1. Schedule 1 - Sponsorship Benefits: Detailed list of all sponsorship rights, benefits, and deliverables

2. Schedule 2 - Brand Guidelines: Sponsor's brand usage requirements and specifications

3. Schedule 3 - Payment Schedule: Detailed breakdown of payment amounts, dates, and any conditions

4. Schedule 4 - Exclusive Categories: Comprehensive list of product/service categories covered by exclusivity

5. Schedule 5 - Marketing Plan: Annual or event-specific marketing and activation plan

6. Appendix A - Approved Marks: Visual representations of all approved logos, marks, and designs

7. Appendix B - Approval Procedures: Detailed processes for obtaining approvals for marketing materials

8. Appendix C - Reporting Requirements: Templates and schedules for required performance reporting

Authors

Alex Denne

Head of Growth (Open Source Law) @ ¶¶Òõ¶ÌÊÓÆµ | 3 x UCL-Certified in Contract Law & Drafting | 4+ Years Managing 1M+ Legal Documents | Serial Founder & Legal AI Author

Relevant legal definitions








































Clauses









































Relevant Industries

Sports and Recreation

Entertainment

Media and Broadcasting

Events Management

Arts and Culture

Education

Professional Services

Consumer Goods

Financial Services

Technology

Telecommunications

Automotive

Beverage and Food Services

Relevant Teams

Legal

Commercial

Marketing

Business Development

Brand Management

Sponsorship

Events

Corporate Communications

Finance

Compliance

Relevant Roles

Commercial Director

Sponsorship Manager

Chief Marketing Officer

Brand Manager

Legal Counsel

Commercial Lawyer

Business Development Manager

Partnerships Director

Marketing Director

Events Manager

Rights Manager

Sponsorship Activation Manager

Contract Manager

Chief Commercial Officer

Sports Marketing Manager

Industries








Teams

Employer, Employee, Start Date, Job Title, Department, Location, Probationary Period, Notice Period, Salary, Overtime, Vacation Pay, Statutory Holidays, Benefits, Bonus, Expenses, Working Hours, Rest Breaks,  Leaves of Absence, Confidentiality, Intellectual Property, Non-Solicitation, Non-Competition, Code of Conduct, Termination,  Severance Pay, Governing Law, Entire Agreemen

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