Drafting Corporate Sponsorship Agreements for Major Events, Marketing and Promotional Activities

Negotiating Provisions on Scope, Exclusivity, Brand Visibility, IP Rights, Indemnification, Termination and More

Recording of a 90-minute CLE webinar with Q&A

Conducted on Tuesday, September 27, 2016

Recorded event now available

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Course Materials

This CLE course will provide guidance to business counsel for drafting and negotiating corporate sponsorship agreements for major events, marketing or promotional activities. The panel will discuss key provisions that should be included in the agreements and strategies for avoiding common negotiation pitfalls.


Corporations enter sponsorship agreements for major events, marketing or promotional activities to increase brand awareness, promote their products or services, or obtain naming rights, among other reasons. The structure and complexity of corporate sponsorship agreements vary depending on the nature of the event or activity and the bargaining power of the contracting parties.

If not approached carefully, drafting and negotiating corporate sponsorship agreements can result in loss of value, disputes and contractual breakdowns. Counsel must understand and strategically construct provisions related to the scope of the agreement, exclusivity requirements, brand visibility, IP rights, indemnification, and renewal and termination rights to minimize risk for their clients.

Listen as our panel of attorneys experienced in negotiating corporate sponsorship agreements discusses best practices for drafting and negotiating these contracts. The panel will review specific clauses that should be included in agreements and provide strategies for avoiding common negotiation pitfalls.



  1. Factors to consider when evaluating whether to enter a corporate sponsorship agreement
  2. Key terms in corporate sponsorship agreements
    1. Scope
    2. Exclusivity
    3. Brand visibility
    4. IP rights
    5. Approval Process
    6. Indemnification
    7. Renewal rights and termination
    8. Payment and Value in Kind
    9. Other key terms
  3. Strategies for streamlined negotiations and resolving contract disputes


The panel will review these and other key issues:

  • What are some of the different reasons corporations sponsor a major event or marketing activity?
  • What are the key contract terms to include in corporate sponsorship agreements?
  • What are the most commonly disputed issues during contract negotiations and what are some effective strategies for resolving them?


Kinsell, Peter
Peter J. Kinsella

Perkins Coie

Mr. Kinsella practices in his firm's Technology Transactions & Privacy and Intellectual Property practices,...  |  Read More

Sarah Hartley
Sarah Hartley

Bryan Cave

Ms. Hartley focuses her practice on commercial litigation, antitrust and sports and entertainment law. She represents...  |  Read More

Roger R. Quiles, Esq.
Roger R. Quiles, Esq.

Mr. Quiles is a leading attorney servicing the eSports industry, and one of the few attorneys experienced in...  |  Read More

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