Right of first refusal

In practice it means taking a rival's offer back to the existing partner, who can either match the terms and keep the slot or pass and let you sign. It sits between a plain sponsorship and full exclusivity, and brands ask for it to protect a relationship they have already invested in.

The clause costs you speed and leverage in negotiation. Every deal in that category now runs through a waiting period, and some brands will not bid at all knowing they are being used to set a price. If you accept one, tie it to a short response window, define the category tightly, and give it an end date so it does not outlive the partnership.