The sponsor will try to obtain the maximum awareness of its brand in return for its financial payments. The sponsor expects its name/logo to be displayed inside and outside the ground (this can extend to the roof, especially if the floor is located on a large part of the flight). The brand logo and name should feature prominently on all tickets and daily programs. In addition, the Sponsor will attempt to gain access to advertisements on the perimeter maps to display its logo before and during the games. Ideally, these boards should be facing the support on which the TELEVISION cameras are located and each target, as these boards receive the most coverage. One of the most important aspects of the agreement is often discussed, and that is the protection of the trademark both before the granting of rights to use the trademark and, in addition, the prevention of trademark denigration. . . .