In this episode of Level Playing Field, Sports law Partner Richard Wells, and Senior Associate Sarah Redding, discuss sponsorship agreements in New Zealand sport. They explore the key elements of sponsorship arrangements, common areas of legal risk, and practical considerations for both rights holders and sponsors when negotiating, managing and enforcing sponsorship relationships. Their discussion highlights the importance of clear drafting, aligned expectations and strong relationship management in maximising the value of sponsorship partnerships.
[00:05] Richard and Sarah introduce sponsorship agreements and outline their role in governing the commercial relationship between sports organisations and sponsors. They discuss the importance of clearly defining sponsorship rights and balancing certainty with flexibility when delivering sponsorship benefits.
[04:33] Sarah begins by talking about exclusivity, sponsorship categories and commercial value and explain why carefully defining exclusivity rights, sponsorship fees, payment structures and contract terms is critical to avoiding disputes and protecting revenue opportunities.
[07:20] They discuss the common causes of sponsorship disputes, particularly vague drafting and informal arrangements that develop over long-term relationships. This highlights the risks that arise when commercial understandings are not fully reflected in written agreements.
[10:43] Richard and Sarah explore athlete obligations, intellectual property rights and branding considerations, and discuss the importance of aligning sponsorship commitments with athlete agreements, as well as ensuring IP licences, approval processes and exclusivity provisions are clearly documented.
[13:28] Richard and Sarah share practical guidance on dispute resolution in sponsorship relationships. They discuss the benefits of escalation procedures, preserving commercial relationships where possible, and ensuring governing law and dispute resolution provisions are carefully considered, particularly where overseas sponsors are involved.
[15:58] The discussion concludes on renewal rights, confidentiality obligations and relationship management. Richard and Sarah emphasise the value of detailed agreements, active contract management and ensuring both parties clearly understand the rights and obligations they are committing to throughout the sponsorship term.
Information in this episode is correct as at the date of recording, July 1 2026.
Please contact Richard Wells, Sarah Redding or our Sports law team if you need any legal advice and guidance on any of the topics discussed in this episode.
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