1. SPONSORING SPORT How to get the best for your brand CARL STEELE 26th June 2003

2. INITIAL ISSUES What are you sponsoring? What “rights” are you getting? What obligations will you have? What do you want to prevent?

3. WHAT ARE YOU SPONSORING? A Club/Sporting Organisation/Team A Stadium/Venue A Competition/Sporting Event An Individual Match/Race An Individual Player/Athlete Television/Radio Broadcasts of Sporting Events Q: ARE YOU SPONSORING WHAT YOU WANT TO SPONSOR?

4. WHAT RIGHTS ARE YOU GETTING? Does the grantor have “good title”? Term Exclusivity Designation; Branding and Co-branding; Promotion; Activities; Retail; Hospitality; Event Organisation, Control and Approval; Equity/Ownership TV Coverage Intellectual Property Warranties Insurance

5. WHAT OBLIGATIONS WILL YOU HAVE? Fees Supply of Goods/Services Warranties Approvals Intellectual Property

6. WHAT DO YOU WANT TO PREVENT? Allocate funds to fight “ambush marketing” Practical preventive steps