What are marketing and sponsorship agreements?

A marketing agreement is a written contract between two or more parties which relates to the provision of marketing services by the one to the other. The specific marketing services are defined and regulated by the agreement. Most businesses entering into marketing agreements require a third party to market or promote their products or services to the consumer market.

A sponsorship agreement regulates the terms whereby a business (sponsor) delivers a sponsorship is a cash and/or in-kind fee paid to the party being sponsored (sponsoree) (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with the sponsoree.  The sponsorship is done with the expectation of a commercial return through increased awareness, brand building and propensity to purchase.