Professional paper
https://doi.org/10.31141/zrpfs.2022.59.143.121
Specific characteristics of sponsorship contract
Tone Jagodic
; Olympic Committee of Slovenia, Ljubljana
Zlatko Mateša
; Zagreb School of Economics and Management, Zagreb
Abstract
Sponsorship contract represents one of the legal backgrounds which is commonly used in
modern sport. As a relatively “young” and quite specific contract it has not been codificated yet.
The causa of a sponsorship contract is linked to the expectations of both parties of the contract at the
time of the conclusion of the contract. As a bilateral contract of obligation, sponsorship has a strong
economic background which is the leverage for the conclusion of the contract.
A definition that highlights the characteristics of sponsorship contains the International Chamber
of Commerce Advertising and marketing communication Code. There are several different elements
of the definition which characteristically represent the essence of the sponsorship relationship.
Among them are the mutual benefit of the sponsor and sponsored entity, providing of finance or
other support, ambition to establish an association between the sponsor’s image, brands or products
and a sponsorship property, return for rights, promotion of the association between parties, grant of
certain agreed direct or indirect benefits, and some others. In the article there are explanations of
different above elements.
It seems that the above parameters are the essence of the sponsorship agreement which also
reflects the basic elements of the definition of the ICC sponsorship agreement. The ICC definition
provides a basis that fully captures the typical elements of a sponsorship contract and which could
lead to future efforts in terms of finding the right definition for a possible legal codification of the
sponsorship contract.
From the sponsor’s point of view, sponsorship represents an attempt to identify with the value of
the sponsored entity, the purpose of which is further manifested by the promotion of this link, both
leading to the sponsor’s objective of raising or improving its image in the public or in society. The
key here is the ability of the sponsor to turn a challenge into an opportunity, which is then exploited.
The opportunities must outweigh the challenges, which is the original motive of the sponsor in the
sponsorship contract.
Keywords
sponsorship contract; elements of a sponsorship contract; International Chamber of Commerce Advertising and marketing communication Code
Hrčak ID:
275650
URI
Publication date:
26.4.2022.
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