By Darren Heitner

Definitions of the word “exclusive” include “sole”, “complete”, “undivided”, “full”, “inimitable” and “absolute”. Inherent in the meaning of “exclusive sponsorship” is an (official) association with a sporting event, by an organization, at the exclusion of other organizations.

Organizations that wish to obtain such affiliation with sporting events generally have to pay a lot of money for the privilege. The more prestigious the event, the more the organization will have to pay. The rights will almost always go to the organization willing to part with the most amount of money. This sum is often very substantial.

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