Winning the Gold: Why Venue Owners Need to Consider the Importance of Flexibility in Sponsorship Agreements

By Jon Freedman and David Sunkin, of Sheppard Mullin   Sponsorship rights are a critical component of the revenue stream for almost every major venue in the United States. Long-term sponsorship deals not only provide much of the funding for new venues to be built, but they also support the refurbishments that allow existing venues to retain tenants and attract short-term residents, such as concerts, sporting events and tournaments. Sponsorship spending in North America alone came to a stagg