This handbook is devoted to the ever-increasing group of sport and recreation associations and clubs which are seeking to diversify their revenue streams through partnership with or sponsorship from private sector businesses. Part One, Identifying Your Assets, explains concepts such as copyright, trademarks, official marks, patents, trade secrets and goodwill, helping assign value to common sport “properties” such as manuals or events. Part Two, Getting Ready to Do Business With the Private Sector, outlines how an organization can self-audit its readiness to enter into a major commercial transaction. Part Three, Types of Transactions, discusses the nature of sales, licenses, joint ventures, and official supplier relationships. Part Four, Practical Tips for the Sponsorship Contract, provides detailed information on common parts, and pitfalls, in a sponsorship agreement.

As always in Centre for Sport and Law publications, the author has provided plenty of illustrative scenarios and tips, as well as a detailed appendix, Examples of Weaknesses in Contracts, which analyses typical contract language and suggests improvements. This is the perfect introduction for anyone considering drawing up a sponsorship or other contract.