What is a 'rights fee' in sponsorship?

• A. The financial amount paid by the sponsor to obtain rights to a property or event.
• B. The percentage of ticket sales allocated to sponsors.
• C. A fee charged to fans for access.
• D. The licensing fee for using logos.

Answer: (B)

The concept here is an upfront payment a sponsor makes to secure rights to a property or event. A rights fee covers the agreed-upon package of marketing rights the sponsor gains for a set period—things like branding and signage, on-site activations, media usage, and sometimes naming rights. It’s the cost of obtaining those rights, not a share of ticket sales, not a charge to fans, and not limited to just logo licensing (which is only a part of what might be included in the overall rights package).