All corporate sponsorship should be grounded in contractual obligations between the sponsor and the sponsored party. Both sponsors and sponsored parties must establish clear terms and conditions with all other involved partners to define their expectations regarding all aspects of the corporate sponsorship deal. It is essential that corporate sponsorship be easily identifiable as such.

The terms and conduct of corporate sponsorship should adhere to the principle of good faith among all parties involved. There must be clarity regarding the specific rights being sold and confirmation from the rights holder that these rights are available for corporate sponsorship. Sponsored parties should retain the absolute right to determine the value of the corporate sponsorship rights they are offering and assess the suitability of the sponsor with whom they enter into a contract.