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Athlete Endorsement Agreement

For athletes partnering with a business — whether it's a short-term campaign, a long-term sponsorship, or an NIL deal. Covers endorsement rights, deliverables, exclusivity, and compensation.

Drafted by a Harvard Law entertainment attorney.

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Is this the right contract for your endorsement deal?

This contract is built for an athlete who promotes, endorses, appears for, or creates content for a brand, including name, image, and likeness (NIL) deals. It fits partnerships where both sides want clear terms for deliverables, payment, how the athlete's identity is used, exclusivity, and any school or league rules.

Good fit for

  • Athletes signing endorsement or NIL deals
  • Brands or collectives partnering with an athlete
  • Deals that use the athlete's name, image, or likeness
  • Partnerships with category exclusivity
  • College athletes who must follow NIL and eligibility rules

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Before you start

It helps to have these details on hand before you create your contract:

  • Athlete and brand names
  • The deliverables and any appearances
  • How the athlete's name, image, or likeness is used
  • The payment and when it is due
  • Any category exclusivity
  • Term and territory
  • Whether any school or team marks are involved
  • Any NIL or eligibility rules that apply

What's Inside This Contract

Grant of rights and endorsement services

Sets what the athlete does and how the brand may use the athlete's identity.

Term and territory

States how long the deal lasts and the area it covers.

Compensation

Covers the payment and when it is due.

Intellectual property

Addresses ownership of the athlete's identity and the endorsement materials.

NIL compliance and institutional requirements

Addresses NCAA, conference, school, and state NIL rules for college athletes.

Representations and warranties

Each side's promises about authority, products, and honest endorsement.

Insurance

Sets insurance the brand carries for appearances and events.

Termination

How either side can end the deal and what happens afterward.

Disputes and general provisions

Covers standard terms such as notices, how disputes are handled, and signatures.

Points Worth Negotiating

  • What the athlete must do and deliver
  • How the brand can use the athlete's name, image, or likeness
  • Whether the brand receives exclusivity in a category
  • Whether any school or team marks are involved
  • How long the brand can use the content
  • When payment is due

Frequently Asked Questions

What is an athlete endorsement agreement?
It is an agreement where an athlete promotes, appears for, or creates content for a brand in exchange for payment. It sets the deliverables, usage rights, term, and how the athlete's name, image, and likeness are used.
Who should sign an athlete endorsement agreement?
The athlete and the brand both sign. If the athlete works through a company, the company signs, and a guardian signs for an athlete who is a minor.
Is this the same as an NIL agreement?
They overlap. NIL refers to name, image, and likeness rights, and an endorsement agreement is one way an athlete licenses those rights to a brand.
What are likeness rights?
Likeness rights are permission to use an athlete's image, name, or recognizable features. The agreement sets out where, how, and for how long the brand can use them.
Can a brand use my school or team marks?
Not automatically. School and team logos and names are owned by those institutions, so the brand needs separate permission to use them.
What does exclusivity mean?
Exclusivity is a promise not to work with certain competing brands or product categories for a set time. A narrower category and shorter time limit other deals less.
Should I choose the custom contract or the editable template?
Choose the custom contract to answer a few questions and have it filled in for you. Choose the editable template if you prefer a blank version with labeled fields to complete yourself.
What are common warning signs in an athlete endorsement agreement?

These are common issues to watch for in any athlete endorsement agreement:

  • Unlimited use of the athlete's name, image, or likeness
  • Broad category exclusivity that blocks future deals
  • No clear deliverables
  • No payment deadline
  • School or team marks used without clear permission
  • Long-term rights that are not clearly explained
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