Navigating Sponsorship Agreements Amid Sponsorship Boom

Sponsorship plays a huge part in the sports market and as we turn our attention to the Paris Olympic Games, the spotlight lands on the selected athletes and teams, with whom success at the Olympic Games could result in new sponsorship opportunities. The Paris Olympics is reported to have generated a 60% increase in sponsorship revenue compared to the Tokyo Olympic Games of 2020*.

A sponsorship agreement sets out the terms upon which an individual or business (the "Sponsor") provides funding, products or services in return for promotional rights which enable the Sponsor to promote and market its brand, products or services in connection with an event or marketing campaign, or even to establish a long-term relationship between the brand and sponsored party.