In marketing partnerships between Brazilian companies and digital influencers, drafting a well-structured sponsorship agreement not only optimizes the impact of campaigns, but also prevents the possibility of irreparable reputational damage to the company.
We highlight 6 critical points that companies should be included in a sponsorship agreement:
1. Exclusivity and Limits. Establishing limits on the scope of action and the possibility of representing other brands is essential. Furthermore, in cases where there is the possibility of representing other brands, it is necessary to set limits on the types of companies, products or services, ensuring that the sponsor will not be harmed by being indirectly related to different companies.
2. Use of the Brand by the Sponsored Party. The influencer must have clear limits on how the sponsor’s brand may be used, thus preventing the sponsorship from being inferior to the contracted amount and also from the brand being associated with an event or subject that is not of interest to the sponsor.
3. Sponsor’s Image Rights. The sponsor must have unrestricted access to the use of the content generated by the influencer, including evaluating the possibility of maintaining old publications that have already been made on their social networks, even if the sponsorship contract is not in force.
4. KPIs. It is important to set the KPIs that need to be achieved, allowing the direction of the work and the delivery that the influencer should seek in the posts, directing the result to be achieved to evaluate the success of the campaign.
5. Limits and Responsibilities. Establishing clear limits is one of the most sensitive points for these contracts, with the influencer clearly being held accountable for cases in which their conduct, whether directly or indirectly linked to the publication, may affect the reputation of the sponsor.
6. Special Termination for Cases Involving Reputational Damage. Thinking about exit methods in cases where some type of improper conduct by the influencer is characterized is extremely important, avoiding not only the investment in a sponsorship that no longer makes sense for the company, but also mitigating the risks of reputational damage, including express provision for losses and damages that must be compensated by the influencer to the sponsor in these cases.
With well-structured goals and objectives a sponsorship contract not only ensures the success of the collaboration between the parties, but also strengthens the company’s reputation in the market, demonstrating its commitment to responsible and impactful marketing strategies and partnerships for its audience.
