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Event Sponsorships

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Andrew Charney

Event sponsors can help fund events through corporate sponsorships that benefit both the event and sponsors. To attract sponsors, events must determine their audience and identify compatible companies. Sponsorships should be arranged in tiers to provide different benefits. Contracts must define sponsorship terms to protect event trademarks and ensure sponsors' quality standards are met. Registering an event name can safeguard the brand for recurring events.

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EVENT SPONSORSHIPS
ARE YOU PLANNING AN EVENT AND WANT TO GET SOME SPONSORS TO HELP FUND IT?
EVENT SPONSORSHIPS WHY Corporate sponsorship of events makes money and builds relationships Sponsorship can help promote both the event and the sponsors simultaneously
EVENT SPONSORSHIPS HOW The event must 鍖rst determine who its audience is and what kind of companies would sponsor that kind of event. Once companies agree to sponsor the event, ensure that the sponsorships are arranged in different levels or tiers. Make sure that the event is good publicity for their brand and that the sponsorships bring good publicity to the event.
EVENT SPONSORSHIPS HOW Overall, the event and sponsorships should be bene鍖cial to both licensees and licensors. Contracts should clearly de鍖ne the terms of each sponsorship so that the event can legally cross license the sponsors trademarks. Even coordinators should ensure that the sponsors are satis鍖ed with the representation and quality of their trademark being used for the event.
EVENT SPONSORSHIPS TERMS (EXAMPLES) License Grant: Licensor permits Licensee an exclusive right to use the Trademarks in connection with the manufacture of Product for sale to Licensor in the Territory in accordance with the terms of the Licensee and Cross- Licensing Agreements. Quality Control Licensee accepts the quality control standard the formulation and consistency of the current product by Licensor. Licensor will provide Licensee with Quality Standard Guidelines against which the Product will be measured for continuing compliance with the Quality Standard.
EVENT SPONSORSHIPS OTHER TIPS If the event is reoccurring, it could be bene鍖cial to register the events name as a trademark to protect the event and its sponsors. Make sure that timelines are set so both parties are able to meet deadlines and ensure satisfaction and quality control.
EVENT SPONSORSHIPS REFERENCES Cross-licensing agreement. (1992). Retrieved from http://www.nsra-adnf.ca/ cms/鍖le/鍖les/pdf/cross-licensing%20agreement%20Players.pdf Ellinghaus, M., et al. (2014). Festivals are hot, but dont get burned by a trademark lawsuit this summer. Retrieved from http://apparel.edgl.com/ news/Festivals-Are-Hot,-but-Don-t-Get-Burned-by-a-Trademark-Lawsuit-This- Summer92312 How can I 鍖nd sponsors for an event? (n.d.). Retrieved from http:// www.idealist.org/info/Nonpro鍖ts/Dev2 Ribando, M.L. & Pavento, M.S. (2007). Quality control in trademark licensing. The Metropolitan Corporate Counsel. Retrieved from http://www.kslaw.com/ library/publication/mcctrademarklicensing_ribandopavento.pdf 息 2016 Andrew Charney

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Event Sponsorships

  • 2. ARE YOU PLANNING AN EVENT AND WANT TO GET SOME SPONSORS TO HELP FUND IT?
  • 3. EVENT SPONSORSHIPS WHY Corporate sponsorship of events makes money and builds relationships Sponsorship can help promote both the event and the sponsors simultaneously
  • 4. EVENT SPONSORSHIPS HOW The event must 鍖rst determine who its audience is and what kind of companies would sponsor that kind of event. Once companies agree to sponsor the event, ensure that the sponsorships are arranged in different levels or tiers. Make sure that the event is good publicity for their brand and that the sponsorships bring good publicity to the event.
  • 5. EVENT SPONSORSHIPS HOW Overall, the event and sponsorships should be bene鍖cial to both licensees and licensors. Contracts should clearly de鍖ne the terms of each sponsorship so that the event can legally cross license the sponsors trademarks. Even coordinators should ensure that the sponsors are satis鍖ed with the representation and quality of their trademark being used for the event.
  • 6. EVENT SPONSORSHIPS TERMS (EXAMPLES) License Grant: Licensor permits Licensee an exclusive right to use the Trademarks in connection with the manufacture of Product for sale to Licensor in the Territory in accordance with the terms of the Licensee and Cross- Licensing Agreements. Quality Control Licensee accepts the quality control standard the formulation and consistency of the current product by Licensor. Licensor will provide Licensee with Quality Standard Guidelines against which the Product will be measured for continuing compliance with the Quality Standard.
  • 7. EVENT SPONSORSHIPS OTHER TIPS If the event is reoccurring, it could be bene鍖cial to register the events name as a trademark to protect the event and its sponsors. Make sure that timelines are set so both parties are able to meet deadlines and ensure satisfaction and quality control.
  • 8. EVENT SPONSORSHIPS REFERENCES Cross-licensing agreement. (1992). Retrieved from http://www.nsra-adnf.ca/ cms/鍖le/鍖les/pdf/cross-licensing%20agreement%20Players.pdf Ellinghaus, M., et al. (2014). Festivals are hot, but dont get burned by a trademark lawsuit this summer. Retrieved from http://apparel.edgl.com/ news/Festivals-Are-Hot,-but-Don-t-Get-Burned-by-a-Trademark-Lawsuit-This- Summer92312 How can I 鍖nd sponsors for an event? (n.d.). Retrieved from http:// www.idealist.org/info/Nonpro鍖ts/Dev2 Ribando, M.L. & Pavento, M.S. (2007). Quality control in trademark licensing. The Metropolitan Corporate Counsel. Retrieved from http://www.kslaw.com/ library/publication/mcctrademarklicensing_ribandopavento.pdf 息 2016 Andrew Charney