Introduction
• What is a commercial partnership?
• Sponsorship
• Potential partners
• Potential benefits
• Key considerations
Introduction (cont’d)
• Ethical considerations
• Legal considerations
• Case study
• Practical considerations
• Discussion points
What is a commercial partnership?
A commercial partnership is when an association entersinto an arrangement with a commercial companyintending to:-
a) generate money for the association; and/or
b) receive a benefit in kind for the association; and/or
c) raise awareness of the association.
What is a commercial partnership? (cont’d)
For sports organisations, commercialpartnerships can be based on sponsorshipagreements whereby commercial companiespay for the right to be associatedwith valuable assets owned by thecharity/association such as national teams orevents
Sponsorship
• Sponsorship is a form of marketing
• A sponsor contributes funds, products orservices to an event organiser, rights owner,producer of an entertainment product,participants, teams or individuals
Sponsorship (cont’d)
• In the majority of cases this will be in return for marketingrights entitling the sponsor to promote its image and productsin connection with the event or individuals concerned.
• A commercial partnership can go further to encompass the establishment of a working relationship between sporting bodies and providers of services and/or goods.
Does your organisation have sponsorship arrangements or commercial partnerships in place?
Potential partners• Professional advisers e.g. lawyers, accountants, PR
specialists
• Events organisers
• Kit/clothing/equipment suppliers
• Venue managers/owners
• Vehicle providers
• Others?
Who are your potential partners?
Potential benefits
• Raising money
• Expert advice if partner is a professional adviser (e.g. solicitor, accountant)
• Obtaining goods at a reduced/cost price
• Profile raising
What benefits do you envisage?
Key considerations
• Target market
• What are the parties’ objectives?
• Will the partnership assist the parties in achieving those objectives?
• Will the partner commit to the NGBs overall strategy?
• Timescales – for how long will the partnership exist?
Key consideration (cont’d)
• Will the partner expect any control over the athletes or event participants?
• What costs will be involved?
What key considerations would your organisation wish to consider?
Ethical considerations
• What goods/services does the partner sell?
• Any bad publicity?
• Does the partner comply with legal requirements (e.g. health & safety legislation, data protection, employment law)?
• Is there a conflict of interest? What ethical considerations would you or your
members want to take into account?
Legal considerations
• Written agreement including indemnities
• Formal retainer with professional partner –this should reflect the agreed terms
• Intellectual Property Rights (IPR)
• Brand protection
Disability Sport Wales (DSW) & Dolmans Solicitors
• Legal adviser for 10 years• Jennifer Cottle – board member since 2011• Business in the Community, Wales Responsible Business
Awards - Employee Volunteer Award 2014• Benefits:
– profile-raising and publicity for both parties– financial savings, leading to increased funds being available for
front-line community and athlete programmes– assisting DSW to establish new relationships with commercial
partners
Example
• Self assessment of your value
• Programmes divided into three strands
1. Grass roots
2. Academies
3. Elite athletes
• Each strand “sold off” to commercial partner for a fee
q What can your organisation “sell”?
Practical considerations
• How will you source your commercial partners?
• How will performance of the partnership be measured?
• Who will be the partnership “team”?
• Who will take responsibility for which aspect?
Discussion points
• Have you encountered any issues with any commercial partnerships your organisation has in place?
• Do you think commercial partnerships are worthwhile?
• Case study
Thank youPaul VeyseyPartner
Jennifer CottleAssociate
Dolmans Solicitors
One Kingsway
Cardiff
CF10 3DS