Australian University Esports Association (AUEA) - Partnership and Sponsorship Guidelines


The Australian University Esports Association (AUEA) recognizes the significance of partnerships and sponsorships in the development and growth of esports. These guidelines are intended to provide a framework for members to engage with potential partners and sponsors in a manner that is ethical, transparent, and aligns with the AUEA’s vision and mission.

As representatives of the AUEA, members must uphold the association’s values and commitments in all partnerships and sponsorships. This includes respecting all relevant laws and regulations, upholding ethical standards, and promoting the positive image of esports.

  1. Alignment with AUEA Values and Mission:

Partnerships and sponsorships must align with the AUEA’s values and mission. The AUEA promotes an inclusive, supportive, and competitive esports community, and partnerships and sponsorships should reflect these principles.

Members should seek partners and sponsors that are committed to the positive development of esports and contribute to the university community. They should avoid partnerships and sponsorships that may harm the reputation of the AUEA, its members, or esports as a whole.

When assessing potential partners or sponsors, members should consider the nature of their products or services, their reputation, their commitment to ethical conduct, and their history of support for esports or other community activities.

  1. Transparency and Disclosure:

Transparency and disclosure are crucial in maintaining the trust and credibility of the AUEA and its members. Members should fully disclose all partnerships and sponsorships to the AUEA and to their own stakeholders.

Members should ensure that all partnership and sponsorship agreements are documented in writing. They should provide a copy of these agreements to the AUEA upon request, and should keep a copy for their own records.

  1. Ethical Conduct and Compliance with Laws:

Members must uphold ethical standards in all partnerships and sponsorships. This includes avoiding conflicts of interest, respecting confidentiality, and not making false or misleading representations.

Members must also comply with all relevant laws and regulations. This includes laws relating to contracts, consumer protection, advertising, privacy, and intellectual property.

Members are responsible for ensuring that their partners and sponsors also uphold ethical standards and comply with laws. They should include appropriate provisions in their agreements to ensure this.

  1. Rights and Responsibilities of Members:

Members have the right to enter into partnerships and sponsorships that support their activities and align with the AUEA’s values and mission. They have the right to negotiate the terms of their partnerships and sponsorships, and to seek advice or assistance from the AUEA or other sources.

Members have the responsibility to manage their partnerships and sponsorships effectively and ethically. They must fulfill their obligations under their agreements, and must address any issues or disputes in a professional and timely manner.

Members also have the responsibility to protect the interests of the AUEA and its members. They must not enter into partnerships or sponsorships that may harm the AUEA or its members, or that may conflict with the AUEA’s partnerships or sponsorships.

  1. Intellectual Property and Branding:

The intellectual property rights of the AUEA, its members, and their partners and sponsors must be respected at all times. Members must not use or allow the use of intellectual property without the appropriate permissions or licenses.

Members should ensure that their partnerships and sponsorships do not infringe upon any intellectual property rights. They should seek legal advice if they have any concerns about intellectual property rights in their partnerships and sponsorships.

The AUEA’s branding, including its logo and name, must not be used in association with a partnership or sponsorship without the AUEA’s prior written permission. The use of the AUEA’s branding must comply with the AUEA’s branding guidelines and any conditions set by the AUEA.

  1. Avoidance of Conflicts of Interest:

Members must avoid conflicts of interest in their partnerships and sponsorships. A conflict of interest arises when a member’s personal interests or relationships could influence or appear to influence their decisions in relation to a partnership or sponsorship.

Members should disclose any potential conflicts of interest to the AUEA and to their own stakeholders. They should take steps to manage any conflicts of interest, such as by recusing themselves from decisions where they may be conflicted.

If a member is unsure whether a conflict of interest exists, they should seek advice from the AUEA or a legal professional. The AUEA may provide guidance on managing conflicts of interest, but the ultimate responsibility rests with the member.

  1. Review and Termination of Partnerships and Sponsorships:

Members should regularly review their partnerships and sponsorships to ensure they continue to align with the AUEA’s values and mission, and to assess their effectiveness and value. The results of these reviews should be communicated to the AUEA and to the member’s own stakeholders.

Members should include provisions in their agreements that allow for the termination of the partnership or sponsorship under certain conditions. These conditions may include a breach of the agreement, a change in the partner’s or sponsor’s business that conflicts with the AUEA’s values or mission, or a failure of the partnership or sponsorship to provide the expected benefits.

Members must manage the termination of partnerships and sponsorships professionally and ethically. They should fulfill any remaining obligations under the agreement, unless the termination is due to a breach by the other party. They should also communicate the termination to the AUEA and to their own stakeholders.

  1. Representation of the AUEA:

While members are part of the AUEA, they do not have the authority to enter into partnerships or sponsorships on behalf of the AUEA, unless expressly authorized to do so. Members should make it clear to their partners and sponsors that they are acting on their own behalf and not on behalf of the AUEA.

Members should not make any representations about the AUEA or its activities without the AUEA’s prior approval. They should ensure that their partners and sponsors understand the nature of the member’s relationship with the AUEA and the limits of the member’s authority.

Members should also respect the AUEA’s relationships with its own partners and sponsors. They should not interfere with these relationships or use them for their own benefit without the AUEA’s permission.

  1. Partnership and Sponsorship Benefits and Obligations:

Members must fulfill their obligations to their partners and sponsors as set out in their agreements. This includes providing the agreed benefits, such as promotion, access to events, or use of intellectual property.

Members must not promise or provide benefits that they cannot deliver or that would conflict with their obligations to the AUEA or to other partners or sponsors. They should manage their partners’ and sponsors’ expectations and ensure they understand the nature and extent of the benefits.

Members should also understand their partners’ and sponsors’ obligations and hold them accountable for fulfilling these obligations. They should address any issues or concerns promptly and professionally, and should seek the AUEA’s advice or assistance if needed.

By being a member of the AUEA, you confirm your understanding and acceptance of these Partnership and Sponsorship Guidelines.