Cooperation; Advertising Installation, Etc. The Licensor agrees to use commercially reasonable efforts to cooperate with the Licensee with respect to the Licensee’s fulfillment of its obligations pursuant to any agreements entered into by the Licensee with respect to Advertising. The Parties acknowledge that the Licensee shall have the right to enter into agreements, and retain all revenue, with respect to all Team-related advertising, sponsorship and promotional inventory, including, without limitation, designation as official sponsor of the Team, advertising on Team or Licensee-controlled platforms, hospitality offerings, use of Team- related intellectual property, Licensee Temporary Advertising and advertising (e.g., commercials and promotional spots) in connection with Licensee Broadcast Rights and Advertising with respect to the Licensee Exclusive Spaces (collectively, “Team Inventory Advertising”). Such agreements may be entered into by the Licensee with Sponsors and also include Licensor Advertising (including Naming Rights Agreements). If Advertising Rights sold by the Licensee include Licensor Advertising Rights and Team Inventory Advertising, the Advertising Revenue therefrom attributable to the Team Inventory Advertising shall be the fair market value of the Team Inventory Advertising included in such Advertising Rights (determined in good faith by the Licensor and the Licensee taking into account industry practice). To the extent not paid for by the Sponsor or paid pursuant to the Design and Construction Agreement, the costs related to the initial installation, routine maintenance and replacements (including, with respect to the Naming Rights, removing, destroying, replacing and/or converting uniforms, letterhead, business cards, business forms, napkins, cups, directional signage, exterior signage, door signage, permanent advertising, promotional materials, URL for web pages, basketball court markings, dasher board markings, seat back covers and all other similar inventory) with respect to Advertising shall be deemed to be Advertising Expenses.
