The Title Sponsorship Agreement is a crucial document used when a sponsor seeks to secure premium branding rights and become the titular sponsor of an event, venue, program, or organization. This agreement, governed by Belgian law, establishes the framework for a high-value sponsorship relationship, typically involving substantial financial investment and extensive brand exposure. It is particularly important in sectors such as sports, entertainment, and cultural events where title sponsorship carries significant marketing value. The document addresses all aspects of the sponsorship relationship, including exclusive naming rights, brand usage, marketing obligations, financial terms, and compliance with Belgian commercial and advertising regulations. Title Sponsorship Agreements require careful attention to detail due to their strategic importance and the significant rights and obligations they create for both parties.
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1. Parties: Identification of the rights holder and the sponsor, including full legal names and registered addresses
2. Background: Context of the agreement, brief description of the parties, and their intentions regarding the sponsorship arrangement
3. Definitions: Detailed definitions of key terms used throughout the agreement, including 'Territory', 'Term', 'Sponsorship Rights', and 'Sponsorship Fee'
4. Grant of Rights: Detailed description of sponsorship rights granted, including title sponsorship designation and usage permissions
5. Term and Renewal: Duration of the agreement, commencement date, and any renewal provisions
6. Sponsorship Fee and Payment Terms: Financial terms, payment schedule, and any performance-related bonuses or adjustments
7. Sponsor's Obligations: Key responsibilities of the sponsor, including payment obligations and brand guidelines compliance
8. Rights Holder's Obligations: Responsibilities in delivering sponsorship benefits and maintaining quality standards
9. Intellectual Property Rights: Protection and usage of trademarks, logos, and other IP, including approval processes
10. Marketing and Promotion: Requirements for marketing activities, approval processes, and brand guidelines
11. Exclusivity: Terms of category exclusivity and protection against competitor involvement
12. Warranties and Representations: Standard warranties from both parties regarding authority, capacity, and compliance
13. Termination: Grounds for termination, notice requirements, and consequences of termination
14. Force Majeure: Provisions for unforeseen circumstances and their impact on obligations
15. Confidentiality: Protection of confidential information and trade secrets
16. Governing Law and Jurisdiction: Specification of Belgian law as governing law and jurisdiction for disputes
17. General Provisions: Standard boilerplate clauses including notices, entire agreement, and amendments
1. Anti-Corruption and Compliance: Required when either party has specific compliance requirements or operates in regulated industries
2. Data Protection: Required when the sponsorship involves collection or processing of personal data
3. Insurance: Optional section detailing insurance requirements, particularly relevant for event-based sponsorships
4. Morality Clause: Optional protection against reputational damage, particularly important for high-profile sponsorships
5. Right of First Refusal: Optional clause giving sponsor priority rights for renewal or additional opportunities
6. Environmental and Social Responsibility: Required when parties have specific ESG commitments or requirements
1. Schedule 1 - Sponsorship Rights and Benefits: Detailed listing of all sponsorship rights, benefits, and deliverables
2. Schedule 2 - Brand Guidelines: Specific requirements for logo usage, placement, and brand implementation
3. Schedule 3 - Payment Schedule: Detailed breakdown of payment amounts, dates, and any associated conditions
4. Schedule 4 - Approval Procedures: Process and timeframes for approving marketing materials and communications
5. Schedule 5 - Technical Specifications: Technical requirements for logo reproduction, digital assets, and other materials
6. Appendix A - Sponsor's Marks: Collection of approved sponsor logos and trademarks for use
7. Appendix B - Rights Holder's Marks: Collection of approved rights holder logos and trademarks for use
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