ABSTRACT
The sponsorship agreement is a marketing tool for the brand owner or sponsor as well as the important funding stream for almost any type of sponsorship activity. The objections to the involvement of sponsors in sports use a controversial issue that guarantees to send games organisers into a tailspin. In the past, sponsorship agreements largely concerns with leveraging goodwill, profile and the use of branding, merchandising and licensing rights for the intellectual property own by the rights holder.The nature of sponsorship involvement in the arts, education and the environment is no less controversial because of concerns regarding under influence over what is taught to children and young people, the use of corporate social responsibility (CSR) as a shield from the media, which may look to attack a poor environmental or safety record or indeed the over-commercialisation of art in order to attract funding from sponsors.
