The Title Sponsorship Agreement serves as the primary contractual framework for high-value sponsorship arrangements in Malaysia, where a sponsor acquires premium branding and naming rights for an event, property, or venue. This document is essential when organizations seek to establish significant brand presence through major sponsorship investments, typically in sports, entertainment, or cultural properties. The agreement must comply with Malaysian legal requirements, including the Contracts Act 1950 and relevant advertising and intellectual property laws. It details sponsorship rights, financial terms, activation requirements, brand usage guidelines, and protection mechanisms for both parties. This type of agreement is particularly crucial for long-term strategic partnerships where the sponsor's brand becomes intrinsically linked with the sponsored property.
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1. Parties: Identification of the rights owner/property and the sponsor, including full legal names and registration details
2. Background: Context of the sponsorship arrangement and brief description of the parties' business
3. Definitions: Detailed definitions of key terms used throughout the agreement
4. Grant of Rights: Specific sponsorship rights being granted, including title sponsorship privileges and exclusivity provisions
5. Term and Territory: Duration of the agreement and geographical scope of the sponsorship rights
6. Financial Provisions: Sponsorship fees, payment terms, and any performance-related bonuses
7. Sponsor's Obligations: Key responsibilities and commitments of the sponsor
8. Rights Owner's Obligations: Key responsibilities and commitments of the rights owner
9. Intellectual Property Rights: Usage rights, approvals process, and protection of marks
10. Branding and Marketing: Guidelines for brand usage, marketing activities, and approval processes
11. Warranties and Representations: Standard and specific warranties from both parties
12. Termination: Termination rights, process, and consequences
13. Confidentiality: Protection of confidential information and trade secrets
14. Dispute Resolution: Process for resolving disputes under Malaysian law
15. General Provisions: Standard boilerplate clauses including notices, assignment, and entire agreement
1. Force Majeure: Provisions for unforeseen circumstances preventing performance, particularly relevant for event-based sponsorships
2. Compliance with Laws: Specific section on regulatory compliance, needed when sponsorship involves regulated industries
3. Insurance: Insurance requirements, particularly relevant for high-value or high-risk sponsorships
4. Anti-Corruption: Specific anti-corruption provisions, particularly important for international sponsors
5. Data Protection: Specific provisions for handling personal data, required if sponsorship activities involve data collection
6. Moral Rights: Additional IP provisions needed for creative content or personality rights
7. Change of Control: Provisions dealing with ownership changes, important for long-term sponsorships
1. Schedule 1 - Rights Package: Detailed list of all sponsorship rights and benefits
2. Schedule 2 - Payment Schedule: Detailed breakdown of payment amounts and dates
3. Schedule 3 - Brand Guidelines: Sponsor's brand usage requirements and specifications
4. Schedule 4 - Marketing and Activation Plan: Agreed marketing activities and activation requirements
5. Schedule 5 - Approval Procedures: Process and timeframes for approval of marketing materials
6. Schedule 6 - Performance Metrics: KPIs and measurement criteria for sponsorship success
7. Appendix A - Sponsor's Marks: Visual representations of sponsor's logos and marks
8. Appendix B - Property Assets: List of property assets available for sponsor's use
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