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07 March 2012

Sponsorship is booming. As brandowners increasingly understand the power of well executed sponsorship not only are fees on an upward trajectory but also the opportunities. Those involved in this area need an understanding of the key contractual and intellectual property issues. inbrief

Key commercial issues

It is important for both sponsors and the owners of properties to conclude a comprehensive contract protecting their respective interests. A bad fit between sponsor and property carries a significant risk of devaluing the future commercial value of the property and of damaging the sponsor’s brand. The negotiation of these contracts is critical both from a legal and commercial perspective in that it is often the moment when the operational blueprint is drawn up between the parties and the risk of potential future problems allocated.

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