Document:

Exhibit 10.6

 

EXECUTION COPY

 

MEDIA LICENSE AGREEMENT

 

THIS MEDIA LICENSE AGREEMENT (this “Agreement”)
is made and effective as of the date of the Closing (as defined in the Merger Agreement (as defined below)) (the “Effective
Date”), between NATIONAL FOOTBALL MUSEUM, INC., an Ohio non-profit corporation, doing business as Pro Football Hall
of Fame (“PFHOF”), HOF Village Media Group, LLC (the “Village Media Company”),
a Delaware limited liability company that is a wholly-owned subsidiary of HOF Village, LLC, a Delaware limited liability company
(“HOFV”) and, solely for purposes of Section 4.5, HOFV; each a “Party” and
collectively, the “Parties”.

 

RECITALS

 

		A.	In connection with a Master Transaction Agreement dated December 11, 2018, as amended of even date
herewith and as it may be amended or otherwise modified from time to time (the “Master Transaction Agreement”),
by and among the Parties and certain other parties, as well as other agreements referenced in the Master Transaction Agreement
relating to the development of the Hall of Fame Village Complex (the “Village”), the Parties have determined
that it is appropriate and in the Parties’ best interests to enter into a media license agreement for the exploitation of
certain PFHOF assets by the Village Media Company and its Affiliates.

 

		B.	The Parties further desire to provide for the sharing of media-related opportunities between the
Village Media Company and Hall of Fame Media Group, LLC, an Ohio limited liability company and indirect wholly-owned subsidiary
of PFHOF (the “HOF Media Company”).

 

AGREEMENT

 

NOW THEREFORE, based
upon the foregoing and other good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged (including
but not limited to consideration outlined in the Master Transaction Agreement), and intending to be legally bound hereby, the Parties
agree as follows:

 

	1.	DEFINITIONS

 

		1.1	“Advisory Board” shall mean a board of advisors to the Village Media
Company and the HOF Media Company made up of four (4) individuals – (i) the Chief Executive Officer of HOFV, (ii) the Chief
Executive Officer of PFHOF, (iii) the Chief Executive Officer of the Village Media Company and (iv) the Executive Director of the
HOF Media Company; provided, that if the Chief Executive Officer of the Village Media Company and the Executive Director
of the HOF Media Company are the same individual (as is expected as of the Effective Date), then the fourth member of the Advisory
Board shall be appointed by unanimous agreement of the foregoing individuals. The Advisory Board’s function shall be to facilitate
the consideration of opportunities presented to either or both of the Village Media Company and the HOF Media Company.

 

     

     

    

 

		1.2	“Affiliate” with respect to the Village Media Company shall mean any
of HOFV and any of the following entities so long as it is directly or indirectly controlled by, or is under common control, with
HOFV: HOF Village Stadium, LLC; HOF Village Parking, LLC; HOF Village Land, LLC; HOF Village Youth Fields, LLC; HOF Village Hotel
I, LLC; HOF Village Sports Business, LLC; Youth Sports Management, LLC; HOF Village Parking Management I, LLC; HOF Village Residences
I, LLC; HOF Village Center for Excellence, LLC; HOF Village Center for Performance, LLC; HOF Experience, LLC; and JCIHOFV Financing,
LLC. “Affiliate” with respect to PFHOF shall mean any entity that is directly or indirectly controlled
by, or is under common control with, PFHOF. For purposes of this definition, “control” means an equity
or income interest of fifty percent (50%) or more, or the possession of the power, directly or indirectly, to direct or cause the
direction of the management and policies of the Affiliate, whether through the ownership of voting securities, by contract, or
otherwise.

 

		1.3	“Exploit” or “Exploitation” means to reproduce,
distribute, digitally transmit, publish, publicly perform or otherwise display via any and all means of video or audio-visual media,
or means of distribution except as set forth in this Agreement as to manner, frequency or duration of use including, but not limited
to: film, television, streaming, short-form streaming, social media, SVOD, IVOD, pay per view, OTT, theatrical professional/non-professional
productions, location based entertainment, music, publishing, holographic mediums, projection mapping, haptic mediums, as well
as any marketing, advertising, and promotional activities thereof in any medium currently existing or hereinafter created.

 

		1.4	“Merger Agreement” means that certain Agreement and Plan of Merger, dated
September 16, 2019, by and among GPAQ Acquisition Holdings, Inc., a Delaware corporation, Gordon Pointe Acquisition Corp, a Delaware
corporation, GPAQ Acquiror Merger Sub, Inc., a Delaware corporation, GPAQ Company Merger Sub, LLC, a Delaware limited liability
company, HOFV, and HOF Village Newco, LLC, a Delaware limited liability company.

 

		1.5	“Person” means an individual, corporation, partnership, association,
limited liability company, joint venture, trust, estate, joint stock company or other similar organization, government or political
subdivision thereof, or any other entity.

 

		1.6	“PFHOF Works” shall mean the written, audio, visual, audiovisual, or
choreographic works currently or hereafter owned by or freely sub-licensable by PFHOF.

 

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	2.	GRANT OF RIGHTS

 

		2.1	Subject to the terms of this Agreement (including, without limitation, Sections 2.3, 2.4, 2.6 and
5 below), PFHOF hereby grants to the Village Media Company a worldwide, non-exclusive, limited, non-sublicenseable and non-assignable
(except to the extent set forth in this Agreement) right and license to (a) Exploit the PFHOF Works and (b) edit, supplement or
otherwise adapt, incorporate or otherwise utilize, the PFHOF Works to create, produce and Exploit new, original work(s) (each such
work in this clause (b), a “HOFV Work”). For the avoidance of doubt, after the termination or expiration
of this Agreement, the Village Media Company and its permitted licensees shall continue to have the right to fully exploit, use,
and Exploit the HOFV Works for the length of the term of the license granted by PFHOF in connection with such HOFV Work pursuant
to Section 2.3; provided that the length of the term of such license shall be a minimum of five (5) years. Any HOFV Works created
pursuant to this Agreement shall exclusively be owned by the Village Media Company; provided, however, that, (i)
PFHOF shall own all right, title, interest, and copyright in and to the underlying PFHOF Work(s) as further set forth in Section
2.5 and (ii) the Village Media Company’s ownership is subject in all events to any Rights Restrictions and the terms of the
license (including the term of such license) granted by PFHOF in connection with such HOFV Work pursuant to Section 2.3.

 

		2.2	In addition to any rights set forth herein, PFHOF shall have the right and license to Exploit HOFV
Works, at no fee or charge to PFHOF or any of its Affiliates, for educational, not-for-profit purposes aligned with the mission
of PFHOF which usage shall not diminish the value of the Village Media Company’s or its Affiliates’ Exploitation of
such HOFV Work in accordance with the terms of this Agreement. HOFV must preapprove any of PFHOF’s proposed plans to Exploit
the HOFV Works, such approval not to be unreasonably withheld.

 

		2.3	Notwithstanding anything to the contrary in this Agreement, PFHOF shall have the right to approve
(in its sole and absolute discretion) any and all usage of, and Village Media Company’s (and its Affiliates’ and permitted
licensees’) plans to Exploit, the PFHOF Works (including any inclusion of any PFHOF Work in any HOFV Work and the term of
such usage). Prior to any initial Exploitation of a PFHOF Work, the Village Media Company, at its own expense, must furnish to
the Advisory Board and PFHOF a written notice (“Notice”) which Notice will set forth the Village Media
Company’s proposal for Exploitation of a PFHOF Work (whether by itself or as incorporated into a HOFV Work), which proposal
shall at a minimum specify the applicable PFHOF Work(s) to be Exploited by the Village Media Company, the nature and location of
the proposed Exploitation and a pro forma specifying the economics and approximate time period related to such Exploitation. The
Advisory Board shall, within fourteen (14) days of its receipt of the Notice, make a recommendation to PFHOF to either approve
or reject such proposal as set forth in the Notice. PFHOF shall, within fourteen (14) days of its receipt of the recommendation
of the Advisory Board, either approve or reject the proposal as set forth in the Notice. If PFHOF does not approve the proposal
as set forth in the Notice within fourteen (14) days of PFHOF’s receipt of the recommendation of the Advisory Board, such
proposal shall be deemed rejected by PFHOF. In the event that a proposal is rejected (or deemed rejected) by PFHOF, PFHOF shall,
upon request from the Village Media Company, provide a written explanation (with reasonable detail) outlining its reason for rejecting
such proposal. Upon PFHOF’s approval with respect to any such proposal, the Village Media Company (and its Affiliates and
permitted licensees) may Exploit the applicable PFHOF Work(s) so long as such Exploitation is in conformance with the proposal
as approved by PFHOF (including any proposed sublicenses in accordance with Section 2.4).

 

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		2.4	The Village Media Company shall have the right to sublicense (a) the production and creation of
the HOFV Works and (b) Exploitation of the PFHOF Works hereunder to any of its Affiliates; provided, that, Village Media
Company shall (x) cause such sublicenses to comply with all terms and conditions of this Agreement and (y) not be relieved of any
of its obligations under this Agreement as a result of any such sublicense, and will be primarily responsible for any acts or omissions
of such sublicensees.

 

		2.5	Notwithstanding anything to the contrary contained in this Agreement, as between PFHOF (and its
Affiliates), on the one hand, and the Village Media Company (and its Affiliates), on the other hand, PFHOF shall own and control
all right, title, interest, and copyright in and to the PFHOF Works, including, without, limitation, any and all PFHOF Work(s)
utilized by, or incorporated in, any HOFV Work and all of its constituent elements, which shall include, without limitation, all
feeds recorded by or on behalf of PFHOF in connection with the production of such PFHOF Work, all event footage contained therein
and all information and data concerning such PFHOF Work, and all derivatives of the foregoing (except for derivatives that constitute
HOFV Works, which ownership shall be retained by the Village Media Company). The Village Media Company agrees, on behalf of itself
and its Affiliates and their permitted sublicensees, that all uses by the Village Media Company or any of its Affiliates or their
respective permitted sublicensees of the PFHOF Work shall inure to the benefit of PFHOF, and any right that may accrue to the Village
Media Company, any of its Affiliates or any of their respective permitted sublicensees related thereto and any goodwill associated
therewith are hereby granted and assigned to PFHOF or its designee. Notwithstanding the foregoing, to the extent any HOFV Work
incorporates any HOFV trademarks, service marks, or trade dress (“HOFV Trademarks”), use of such HOFV
Trademarks shall inure solely to HOFV’s benefit. The Village Media Company shall not, and shall cause its Affiliates and
their respective permitted sublicensees not to, whether during the Term or thereafter, challenge (a) the rights of PFHOF in and
to any PFHOF Work, (b) the validity of any PFHOF Work, (c) PFHOF’s right to grant rights or licenses relating to the PFHOF
Works or (d) the validity, legality, or enforceability of this Agreement.

 

		2.6	The Village Media Company acknowledges the existence of agreements in effect as of the Effective
Date between PFHOF and certain licensees and/or licensors of PFHOF Works that may restrict or prohibit PFHOF from making certain
PFHOF Works available for use or Exploitation under this Agreement, including, without limitation that certain agreement effective
as of June 25, 2013 among NFL Enterprises LLC, PFHOF and PFHOF Enshrinees Events, Inc. d/b/a Pro Football Hall of Fame Enterprisers
(the “NFLN Agreement”) (any and all such restrictions and prohibitions, collectively, “Rights
Restrictions”) and that the Village Media Company’s rights under this Agreement shall subject and subordinate
to any such Rights Restrictions for so long as such Rights Restrictions are in effect. Without limiting the foregoing, in the event
that the Village Media Company is prohibited from pursing and launching an opportunity to create and Exploit an HOFV Work or use
or Exploit an existing PFHOF Work pursuant to Sections 2.7, 2.8 or 2.9 as a result of a Rights Restriction
under the terms of the NFLN Agreement, then the Parties shall negotiate in good faith a reasonable decrease in the Annual Guarantee
for the calendar year in which such opportunity is unavailable.

 

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		2.7	PFHOF agrees not to grant licenses to create new PFHOF Works, except with respect to the categories
identified on Exhibit A, to any third party during the Term without first offering to the Village Media Company the right
of first refusal to create such PFHOF Works on equal terms, subject to any Rights Restrictions. If PFHOF desires to offer a license
to any third party or if it receives any bona fide offer from a third party that it is willing to accept, it shall promptly communicate
such offer, including the specific terms and business plan relating to such offer, to the Village Media Company and provide the
Village Media Company with at least fourteen (14) days to exercise its right of first refusal. If the Village Media Company elects
to exercise its right of first refusal, the terms of the offer shall apply, the applicable license shall be subject to the terms
and conditions of this Agreement and the Village Media Company shall pay to PFHOF a License Fee (as defined below) for such license
in accordance with this Agreement. If the Village Media Company does not exercise its right of first refusal, PFHOF shall have
the right to grant a license with respect to such third party on the same terms originally provided to the Village Media Company.

 

		2.8	PFHOF agrees that during the Term, except with respect to the categories identified on Exhibit
A, it will not create new PFHOF Works without first granting the Village Media Company a right of first offer to create such
PFHOF Work, subject to any Rights Restrictions. If PFHOF desires to create new PFHOF Works, it shall present a proposed business
plan in writing to the Village Media Company. The Village Media Company will have fourteen (14) days to review such business plan
and elect to proceed under the business plan. If the Village Media Company elects proceed under the business plan, then creation
of such PFHOF Work shall be subject to the terms and conditions of this Agreement and the Village Media Company shall pay to PFHOF
a License Fee in accordance with this Agreement for the license to create the PFHOF Work. If the Village Media Company does not
make such an election, then PFHOF shall have the right to create such PFHOF Work itself.

 

		2.9	PFHOF agrees that during the Term, except with respect to the categories identified on Exhibit
A, if PFHOF desires to either exploit itself or license a third party to exploit an existing PFHOF Work, it shall first give
the Village Media Company a right of first offer to exclusively license such PFHOF Work, subject to any Rights Restrictions. In
such a case, PFHOF shall promptly notify the Village Media Company and provide the Village Media Company with any bona fide third
party offer to license such PFHOF Work that PFHOF is willing to accept, including any specific terms and proposed business plan
relating to such offer. The Parties shall then negotiate in good faith an agreement to exclusively license the particular PFHOF
Work. If the Parties reach an agreement within thirty (30) days, then the applicable license shall be subject to the terms and
conditions of this Agreement and the Village Media Company shall pay to PFHOF a License Fee for such license in accordance with
this Agreement. If the Parties cannot reach an agreement within thirty (30) days, then PFHOF shall have the right to exploit or
license the PFHOF Work itself.

 

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		2.10	PFHOF represents and warrants to the Village Media Company that it is the exclusive owner of the
PFHOF Works or has the right to grant the licenses and other rights granted to the Village Media Company hereunder, including the
right to use the PFHOF Works as permitted herein and that, subject to any Rights Restriction in effect on the Effective Date, PFHOF
has secured any necessary releases for any rights of publicity or privacy and can license such rights to the Village Media Company
hereunder.

 

		2.11	PFHOF agrees to indemnify, defend, and hold harmless the Village Media Company, its Affiliates,
and their respective employees, officers, directors, agents, representatives, and successors and assigns from and against any and
all claims, demands, liabilities, losses, suits, damages, costs (including, without limitation, costs of investigation), and expenses,
including reasonable attorneys’ fees, arising out of or relating to (a) the Village Media Company’s authorized use
of the PFHOF Works, as permitted by, and in accordance with, the terms of this Agreement, (b) any breach by PFHOF of any warranty,
representation, obligation, or agreement made under this Agreement, or (c) PFHOF’s use of the HOFV Works in breach of this
Agreement, or any claim of infringement of any intellectual property right arising out of the misuse or misappropriation of the
HOFV Works by PFHOF.

 

		2.12	The Village Media Company represents and warrants to PFHOF that it is (a) a limited liability company
organized and in good standing under the laws of the State of Delaware and (b) a wholly-owned subsidiary of HOFV.

 

		2.13	The Village Media Company agrees to indemnify, defend, and hold harmless PFHOF, its Affiliates,
and their respective employees, officers, directors, agents, representatives, and successors and assigns from and against any and
all claims, demands, liabilities, losses, suits, damages, costs (including, without limitation, costs of investigation), and expenses,
including reasonable attorneys’ fees, arising out of or related to (a) the Village Media Company’s use of the PFHOF
Works in breach of this Agreement, or any claim of infringement of any intellectual property right arising out of the misuse or
misappropriation of the PFHOF Works, (b) any breach by the Village Media Company (or its sublicensees, if applicable) of any warranty,
representation, obligation, or agreement made under this Agreement, (c) the Exploitation of any of the rights granted pursuant
to the terms of this Agreement by the Village Media Company, its Affiliates, licensees or sublicensees arising out of or relating
to the Exploitation of any PFHOF Works or HOFV Works (unless such liability arises solely from use of the PFHOF Works by the Village
Media Company in accordance with this Agreement), (d) PFHOF’s authorized use of any HOFV Works as permitted by, and in accordance
with, the terms of this Agreement, (e) any advertising, promotion or other similar materials that are inserted into any Exploitation
of any PFHOF Work or any HOFV Work (but excluding advertising or promotional announcements supplied by or on behalf of PFHOF and
excluding any claims arising solely from use of the PFHOF Works by the Village Media Company in accordance with this Agreement))
or (f) any failure of the Village Media Company to comply with applicable laws in connection with the rights and performance of
its obligations under this Agreement.

 

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		2.14	Except for Section 3.5, nothing in this Agreement shall be construed as limiting in any way the
Village Media Company’s ability to seek and exploit separate rights from any third party.

 

	3.	OPERATION OF VILLAGE MEDIA COMPANY

 

		3.1	The Chief Executive Officer of the Village Media Company (the “CEO”)
shall be the Manager of the Village Media Company.

 

		3.2	The Executive Producer of the Village Media Company (the “EP”) shall
report to the CEO with input from the Chief Executive Officer of PFHOF. To the extent that the Village Media Company and PFHOF
work collaboratively on media projects, the EP’s services on such projects for the benefit of PFHOF shall be charged to PFHOF
at cost without markup. Performance objectives for the EP shall be determined by the CEO with input from the Advisory Board.

 

		3.3	In consultation with the CEO, the EP shall annually prepare a staffing plan for the Village Media
Company’s operations and present such plan to the Advisory Board for review. Staff employed by the Village Media Company
may be used for projects solely for the benefit of PFHOF or for projects that are collaboratively undertaken by both the Village
Media Company and PFHOF. The Advisory Board shall be informed to the extent Village Media Company staff are employed on projects
solely for the benefit of PFHOF or on projects that are collaboratively undertaken by both the Village Media Company and PFHOF.
In addition, (a) PFHOF shall bear its proportionate share of the cost of such Village Media Company staff (at cost without markup)
that work on such collaborative projects and, to the extent such staff work 100% on a PFHOF project, PFHOF shall bear all of the
cost of such staff for such project (at cost without markup) and (b) the Village Media Company shall bear its proportionate share
of the cost of PFHOF staff (at cost without markup) that work on such collaborative projects and, to the extent such staff work
100% on a Village Media Company project, the Village Media Company bear all of the cost of such staff for such project (at cost
without markup). The EP shall ensure that, to the extent that PFHOF and the Village Media Company share staff, that such sharing
will not impact the ability of PFHOF or the Village Media Company to meet their respective budget, creative goals, or sales/marketing
goals for any year.

 

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		3.4	The Advisory Board shall meet regularly to facilitate the Village Media Company’s consideration
of media-related opportunities contemplated hereunder and to review proposed projects, budgets, schedules, and creative concepts
under consideration by the Village Media Company.

 

		3.5	All communication with the National Football League (the “NFL”), its
32 Member Clubs, NFL Legends and Gold Jackets shall be made exclusively and directly through PFHOF. For the avoidance of doubt,
PFHOF has the exclusive and sole relationship with the NFL, its 32 Member Clubs, NFL Legends and Gold Jackets for any and all PFHOF
and HOFV activities; provided, however, that any communication relating to any investment by the NFL in any Village Media
Company project, may be made directly through the President of PFHOF or the Chief Executive Officer of HOFV; and, provided further,
that the Village Media Company shall have the right to present opportunities related to any of the above for approval by PFHOF.

 

	4.	TERM AND TERMINATION

 

		4.1	Unless otherwise terminated as provided herein, the term of this Agreement shall commence on the
Effective Date and shall terminate on December 31, 2034 (such period, including as may be extended in accordance with the subsequent
sentence, the “Term”). Thereafter, the agreement shall automatically renew for successive five (5)-year
terms, unless either Party gives written notice to the other Party of intent not to renew at least six (6) months prior to the
expiration of the then-current Term. If either party elects not to renew the Agreement and the other party wishes to continue the
Agreement, the Parties shall attempt in good faith to negotiate an amendment to the Agreement to renew the Term on such terms as
may be negotiated by the Parties. Such good faith negotiation shall continue until both Parties agree to cease negotiations or
until expiration of the Term.

 

		4.2	After good faith consultation with the Advisory Board, either Party shall have the right to terminate
this Agreement at any time for an uncured material breach by the other Party, including the non-payment of the Annual Guarantee,
license fees and staffing fees, provided that the non-breaching Party provides prior written notice to the breaching Party, specifying
the alleged material breach, and further provided that the breaching Party shall have thirty (30) days after receipt of
such notice to cure the material breach, to the reasonable satisfaction of the non-breaching Party; provided, further,
that if such breach (other than a breach for non-payment) cannot be cured during such 30-day period, but the allegedly breaching
Party has commenced and is continuing good faith efforts to cure such breach within such 30-day period, then the cure period shall
be extended until the allegedly breaching Party has stopped making good faith efforts to cure such breach, such extension not to
exceed ninety (90) days.

 

		4.3	Either Party may terminate this Agreement immediately upon giving notice if the other Party ceases
to conduct its operations in the normal course of business, including the inability to meet its obligations as they mature, or
if any proceeding under the bankruptcy or insolvency laws is brought by or against the other Party, or a receiver or custodian
is appointed or applied for by the other Party, or an assignment for the benefit of creditors or a transfer of all or substantially
all of its property is made by the other Party.

 

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		4.4	In addition to and without limiting any other provision of this Agreement, if a Change of Control
occurs at any time during the Term, PFHOF shall have the right to terminate this Agreement immediately upon giving notice of such
termination to the Village Media Company. For purposes of this Section 4.4, a “Change of Control” shall
mean any transaction or series of related transactions that results in (including by way of merger or consolidation), or that is
in connection with, the Village Media Company no longer being controlled (as defined in Section 1.2) by or under common control
(as defined in Section 1.2) with HOFV.

 

		4.5	In addition to and without limiting any other provision of this Agreement, in the event the Village
Media Company or HOFV fails to pay the Annual Guarantee to PFHOF in accordance with Section 5.1 and such failure is not cured within
thirty (30) days of notice thereof by PFHOF, then the rights of first offer granted to HOFV in Section 3.1 of the First Amended
and Restated License Agreement, dated as of September 16, 2019 between PFHOF and HOFV (the “License Agreement”)
shall automatically and immediately terminate, regardless of whether PFHOF elects not to terminate this Agreement in accordance
Section 4.2.

 

		4.6	Notwithstanding anything to the contrary in this Agreement, this Agreement shall automatically
and immediately terminate, without any further action or notice to any Party, upon termination of the License Agreement.

 

		4.7	Upon the expiration or termination of this Agreement as provided in this Section 4, the rights
and obligations of the Parties under this Agreement shall be terminated, except as provided herein.

 

	5.	FEES

 

		5.1	Subject to Section 2.6, the Village Media Company shall, or shall cause HOFV to, pay to PFHOF a
minimum guarantee of one million two hundred and fifty thousand dollars ($1,250,000) (the “Annual Guarantee”)
each year during the Term; provided that the Parties acknowledge and agree that after the first five (5) years of the Term, the
Annual Guarantee shall increase by three percent (3%) on a year-over-year basis (e.g., the Annual Guarantee shall increase to $1,287,500
for year six (6) and to $1,326,125 for year seven (7)). The first Annual Guarantee payment shall be due and payable on the Effective
Date and thereafter shall be payable to PFHOF on each twelve (12) month anniversary of the Closing Date during the Term.

 

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		5.2	In consideration of any license granted to the Village Media Company hereunder, the Village Media
Company shall, or shall cause HOFV to, pay to PFHOF a license fee specific to the PFHOF Work(s) licensed by PFHOF hereunder (“License
Fee”) pursuant to the rate for the applicable project or opportunity as will be mutually agreed between the Parties
for each opportunity; provided that License Fees shall be debited first from the Annual Guarantee, which shall satisfy such License
Fees due and payable hereunder until the aggregate amount of the License Fees due and payable during such calendar year exceeds
the Annual Guarantee for such calendar year. For clarity, if for any calendar year during the Term, the amount of License Fees
for such calendar is (x) less than the amount of the Annual Guarantee, the Village Media Company shall still be required to pay
the Annual Guarantee for such calendar year or (y) more than the Annual Guarantee, the Village Media Company shall be required
to pay all License Fees in excess of the Annual Guarantee for such calendar year. The Parties acknowledge and agree that two hundred
twenty five thousand dollars ($225,000) (the “Youth Sports License Fee”) shall be credited against the
Annual Guarantee on the Closing Date and each anniversary of the Closing Date during the Term for the license granted by PFHOF
to Youth Sports Management, LLC (“Youth Sports”) pursuant to that certain branding license agreement
to be entered into on the Effective Date between PFHOF and Youth Sports for so long as such agreement remains in effect; provided
that after the first five (5) years of the Term, the Youth Sports License Fee shall increase by three percent (3%) on a year-over
year basis and thereafter, the aggregate amount of the Youth Sports License Fee, after giving effect to such increase each year,
shall be the amount credited against the Annual Guarantee.

 

	6.	FORCE MAJEURE

 

In the event either Party is
unable to comply fully with its obligations (other than payment obligations) under this Agreement due to an event beyond the control
of the Party whose performance is affected, including any legal prohibition, court order, degree, regulation or requirement of
any governmental entity having jurisdiction, strikes, catastrophe, drought, shortage of water or other action of the elements,
temporary or permanent shutdown due to regulatory or other governmental actions, or Acts of God or any other matters beyond its
control, such Party shall while so affected be relieved to the extent thus prevented from performing its obligations hereunder
and such non-performance shall not, in and of itself, be deemed to be a breach of this Agreement; provided that, in such
event, the non-performing Party takes all commercially reasonable measures to remove the disability and resume full performance
hereunder at the earliest possible date.

 

	7.	GENERAL PROVISIONS

 

		7.1	Confidentiality

 

		(a)	“Confidential Information” means all forms of confidential information,
including technical information and business information, disclosed by one Party or its Affiliates (the “Disclosing
Party”) to the other Party or its Affiliates (the “Receiving Party”) during the Term in
connection with this Agreement, that is identified as confidential or is information that is of a nature that is customarily regarded
as confidential, whether disclosed in electronic, tangible, oral or visual form; provided that oral or visual disclosures shall
be deemed confidential only if they are confirmed as confidential in writing by the Disclosing Party prior to or at the time of
disclosure or within thirty (30) days thereafter, or if the Receiving Party should reasonably know that such visual or oral disclosures
are intended to be confidential. Confidential Information shall not include such information that: (i) as of the date of disclosure
is known to the Receiving Party or its Affiliates, as shown by written documentation; (ii) was independently developed by the Receiving
Party or its Affiliates without access to the Disclosing Party’s Confidential Information; (iii) as of the date of disclosure
is in, or subsequently enters, the public domain, through no fault of the Receiving Party; or (iv) as of the date of disclosure
or thereafter is obtained from a third party free from any obligation of confidentiality to the Disclosing Party.

 

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		(b)	Each Receiving Party agrees: (i) not to disclose, make public, or authorize any disclosure or publication
of such Confidential Information of the Disclosing Party except as expressly permitted herein; (ii) to take reasonable measures
to protect the confidentiality of the Disclosing Party’s Confidential Information exercising the same degree of care to preserve
and safeguard the Disclosing Party’s Confidential Information as it uses to preserve and safeguard its own Confidential Information,
but in no event less than a reasonable degree of care; (iii) to restrict access to such Confidential Information to only those
officers, directors, or employees of the Receiving Party or its Affiliates or representatives who have a need to know such Confidential
Information and who are bound by confidentiality obligations at least as restrictive as those contained in this Agreement; and
(iv) not to remove any confidential or proprietary markings or designations placed by the Disclosing Party on such Confidential
Information. The Receiving Party and its Affiliates shall not use the Disclosing Party’s Confidential Information for any
purpose except as permitted by this Agreement.

 

		(c)	The confidentiality obligations contained herein shall not apply to the extent that the Receiving
Party is required to disclose the information by law, order, or regulation of a governmental agency or a court of competent jurisdiction;
provided that, in each such case, the Receiving Party shall give written notice thereof to the Disclosing Party and sufficient
opportunity to prevent or limit any such disclosure or to request confidential treatment thereof; and provided further, that the
Receiving Party shall give reasonable assistance to the Disclosing Party to preserve the information as confidential.

 

		(d)	Upon termination of this Agreement, each Receiving Party shall return to the Disclosing Party (or
at the Disclosing Party’s direction, destroy) all Confidential Information of the Disclosing Party that is in the possession,
custody, or control of the Receiving Party. The Village Media Company shall be permitted to retain copies of PFHOF’s Confidential
Information as necessary to allow the Village Media Company to exercise its post-termination rights with respect to such information.

 

    	11

     

    

 

		(e)	Each Party acknowledges that a breach or threatened breach of this Section 7.1 on its part shall
result in irreparable and incalculable damages to the other Party. Therefore, in addition to any action by either Party for collection
of damages resulting from the breach of this Agreement, such Party shall also be entitled to immediate injunctive relief, restraining
the other Party from continued or threatened breach of this Agreement. Each Party further agrees that, upon a finding of a breach
of the terms of this Agreement on its part, such Party shall pay to the other Party the costs and expenses, including attorneys’
fees, which the other Party incurs in enforcing the terms of this Agreement.

 

		7.2	Notices. Any notice required or permitted by this Agreement will be in writing and delivered
as follows with notice deemed given as indicated: (i) by personal delivery when delivered personally; (ii) by overnight courier
upon written verification of receipt; (iii) by telecopy or facsimile transmission upon acknowledgement of receipt of electronic
transmission; or (iv) by certified or registered mail, return receipt requested, upon verification of receipt. Notice will be sent
to the appropriate address set forth below or such other address as to which the Parties have been notified hereunder.

 

		7.3	Compliance with Laws and Regulations. Each of the Village Media Company and PFHOF, as applicable,
agrees to be in material compliance with all federal, state, and local laws, ordinances, and regulations applicable to its respective
operations and to obtain and maintain all licenses and permits required by law necessary for each of their respective operations.

 

		7.4	Governing Law and Arbitration.

 

		(a)	This Agreement will be governed in all respects by the laws of the State of Ohio (without regard
to conflicts of law provisions), as such laws are applied to agreements entered into and to be performed entirely within the State
of Ohio between Ohio residents.

 

		(b)	Any dispute between the Parties concerning the scope or interpretation of this Agreement shall
be submitted to binding arbitration in accordance with the Rules of Commercial Arbitration of the American Arbitration Association
in effect on the date that a dispute is submitted to arbitration (the “Rules”). The arbitration shall
be held in Canton, Ohio, and shall be before a panel of three arbitrators, one chosen by each of the Parties and a third chosen
by the two arbitrators so chosen by the Parties. Not less than fifteen (15) days prior to the arbitration, each Party shall submit
to the other the documents and a list of witnesses it intends to interview or call in the arbitration. The arbitrators shall apply
the substantive law of the State of Ohio with regard to any dispute that becomes the subject of arbitration, and the arbitrators
will be so instructed. The arbitrators shall issue a written opinion stating the findings of fact and the conclusions of law upon
which the decision is based. The decision of the arbitrators shall be final and binding.

 

    	12

     

    

 

		(c)	In any action, suit, proceeding, claim, or counterclaim brought to enforce this Agreement or any
of its provisions, the Party that prevails in any such action, suit, proceeding, claim, or counterclaim (the “Prevailing
Party”) shall recover its costs, fees, and expenses, including, but not limited to, the reasonable costs, fees, and
expenses of attorneys and outside experts (collectively, “Expenses”), from the other Party (the “Non-Prevailing
Party”), and the court or arbitration panel shall be so instructed to determine which Party is the Prevailing Party,
to grant the recovery of the Expenses incurred by the Prevailing Party, and to order the Non-Prevailing Party to pay the Expenses
of the Prevailing Party.

 

		7.5	Assignment. The Village Media Company shall not, directly or indirectly, assign, sublicense
or otherwise transfer any of its rights or obligations hereunder without the prior written consent of PFHOF. The transfer of ownership
of the Village Media Company pursuant to the Merger Agreement shall not require the consent of PFHOF.

 

		7.6	Severability. Should any provision of this Agreement be held by a court of competent jurisdiction
to be illegal, invalid, or unenforceable, the legality, validity, and enforceability of the remaining provisions of this Agreement
will not be affected or impaired thereby.

 

		7.7	Waiver. The waiver by either Party of a breach of any provision of this Agreement by the
other Party will not operate or be construed as a waiver of any other or subsequent breach by such other Party.

 

		7.8	Authority. Each Party warrants and represents that such Party’s execution and delivery
of this Agreement has been duly authorized by proper corporate or limited liability company action and that this Agreement is a
binding obligation of such Party enforceable in accordance with its terms.

 

		7.9	Independent Contracting Parties. The Parties are independent contracting parties and nothing
in this Agreement shall make either Party the agent or legal representative of the other for any purpose whatsoever, nor does it
grant either Party the authority to assume or create any obligation on behalf of or in the name of the other. Furthermore, the
Parties shall remain separate and independent contracting parties and nothing in this Agreement shall make either Party subject
to a joint venture agreement or other mutual arrangement between the Parties.

 

		7.10	Entire Agreement. This Agreement constitutes the entire agreement between the Parties relating
to this subject matter and supersedes all prior or contemporaneous oral or written agreements concerning such subject matter, including
the Original License Agreement. This Agreement may be changed only by mutual agreement of the Parties in writing.

 

		7.11	Merger Agreement. Notwithstanding anything to the contrary in this Agreement, in the event
that the Closing (as such term is defined in the Merger Agreement) does not occur, this Agreement shall be terminated and the provisions
herein shall have no force or effect.

 

[signature page follows]

 

    	13

     

    

 

IN WITNESS WHEREOF,
PFHOF, HOFV (solely for purposes of Section 4.5) and the Village Media Company have caused this Agreement to be executed by their
respective, duly authorized representatives, effective as of the Effective Date.

 

	 	NATIONAL FOOTBALL MUSEUM, INC.
	 	 	 
	 	By:	 
	 	 	C. David Baker
	 	 	President
	 	 	 
	 	Date:	 

 

	 	Address:	2121 George Halas Drive NW
	 	 	Canton, Ohio 44708

 

	 	HOF VILLAGE MEDIA GROUP, LLC
	 	 	 
	 	By:	 
	 	 	Name:	 
	 	 	Title:	 
	 	 	 
	 	Date:	 

 

	 	Address:	1826 Clearview Avenue NW
	 	 	Canton, Ohio 44708

 

[Media License Agreement]

 

     

     

    

 

	 	For the purpose of acknowledging and agreeing to the terms set forth in Section 4.5:
	 	 
	 	HOF VILLAGE, LLC
	 	 	 
	 	By:	 
	 	 	Name:	 
	 	 	Title:	 
	 	 	 
	 	Date:	 

 

	 	Address:	1826 Clearview Avenue NW
	 	 	Canton, Ohio 44708

 

[Media License Agreement]

 

     

     

    

 

Exhibit A

 

Excluded Categories and Properties

 

1.
Any PFHOF Works in, or Exploited in connection with, the following Categories:

 

		·	Health Care

		·	Museums

		·	Education

		·	Sports Betting

 

2.
Any programming or content created or Exploited in support and furtherance of the PFHOF’s mission.

 

3. The following television properties that
are subject to perpetual rights and existing and future media deals (including any extensions, renewals or similar agreement in
connection any existing agreement):

 

Properties and rights subject to agreements
with NFL Enterprises LLC (“NFLN”) and ESPN, Inc. (“ESPN”) through September
1st 2021 (and any extension, renewal or similar agreement relating thereto).

 

		·	Enshrinement Ceremonies

		·	Other Enshrinement Events reserved for NFLN

 

		o	Gold Jacket Show one hour (2019 - 2 hours co-copyright NFLN PFHOF)

 

		o	Five One Hour Gold Jacket Contender Shows from September to February around the Enshrinement Selection
Process

 

For the avoidance of doubt, nothing in
this Agreement shall grant Village Media Company or its Affiliates the right or license to (i) any live (or near live) rights to
Exploit any events or other content owned or controlled by PFHOF (e.g., Enshrinement Ceremonies), or (ii) any programming or content
in connection with or related to any Enshrinement Ceremony or the Enshrinement selection process (e.g., selection meetings, voting,
debates or discussions prior to or during any selection meeting, presenter speeches, discussions or events immediately after Enshrinement
Ceremonies, etc.).

 

4. Any content or properties utilizing the
following trademarks:

 

		·	Knock on the Door (Trademarked sold to  social media company)

		·	Hometown Hall of Famer (Trademarked sold to sponsors)

 

    	Exhibit A-1

     

    

 

5. The following movies:

 

		·	Jim and Jill Kelly Movie

 

6. The autobiographical or biographical works
related to the following players with video rights:

 

		·	Michael Strahan

		·	John Madden

		·	Troy Aikman

 

7. The following television show concepts:

 

		·	Hall of Fame City

		·	Documentary One Years One Hundred Yards of Character

		·	Strong Youth Strong Communities

		·	Centennial Spectacular

		·	Centennial Gala

 

8. Any digital live streaming rights, including
without limitation, of the following properties:

 

		·	State of the Hall

		·	Super Bowl Luncheon

		·	Salute to Greatness

		·	Inspiration Project

		·	The Mission

		·	Heart of the Hall of Famer

 

9. Any licenses or sponsorships of video games
granted to EA Sports (or its successor) with respect to Madden NFL or any other EA Sports football game.

 

Exhibit A-2Exhibit
10.7

 

CERTAIN
INFORMATION HAS BEEN EXCLUDED FROM THIS EXHIBIT BECAUSE IT IS NOT MATERIAL AND WOULD LIKELY CAUSE COMPETITIVE HARM TO THE REGISTRANT
IF PUBLICLY DISCLOSED. [***] or [Redacted] INDICATES THAT INFORMATION HAS BEEN REDACTED.

 

SPONSORSHIP
AND NAMING RIGHTS AGREEMENT

 

This Sponsorship and
Naming Rights Agreement (this “Agreement”) is made as of the 17th day of November, 2016 by and among HOF Village,
LLC, a Delaware limited liability company (“HOFV”), National Football Museum, Inc. d/b/a Pro Football Hall of Fame,
an Ohio corporation (“PFHOF” and, together with HOFV, the “HOF Entities”), and Johnson Controls,
Inc., a Wisconsin corporation (the “Company” and, together with the HOF Entities, the “Parties”).

 

RECITALS

 

WHEREAS, HOFV is developing
the Hall of Fame Village, a development in Canton, Ohio which will include the Pro Football Hall of Fame Museum (the “Museum”)
and be located on approximately 90 acres of real estate, the current renderings for which are attached hereto as Exhibit A
(collectively, the “Village”);

 

WHEREAS, the Company
desires to acquire from the HOF Entities certain sponsorship and naming rights, and the HOF Entities desire to grant such rights
to the Company, all on the terms and subject to the conditions set forth in this Agreement; and

 

NOW, THEREFORE, for the
consideration stated in this Agreement, the Parties hereby agree as follows (the definitions for certain defined terms contained
herein and other definitional and interpretative provisions are set forth in Exhibit B attached hereto):

 

ARTICLE 1

SPONSORSHIP BENEFITS

 

1.1 Naming
Rights Generally.

 

1.1.1 The
HOF Entities hereby grant the Company the exclusive right to designate the name of the Village throughout the Term.

 

1.1.2 As
of the date hereof, the Village Name shall be “Johnson Controls Hall of Fame Village.”

 

1.1.3 Except
as set forth in Section 1.1.4, the Company shall not be entitled to change the name of the Village without the prior
written approval of each of the HOF Entities, which approval will not be unreasonably withheld, conditioned or delayed, and each
Governmental Authority or other Person whose approval is required under Law.

    	1

     

    

1.1.4 In
the event that a single entity, person or group whose primary line of business consists of a business included in the then-existing
Category (the “Acquiror”) acquires or otherwise owns more than fifty percent (50%) of the voting shares of the
Company on a non-diluted basis and elects to change the Village Name, then Acquiror may effect a change of the Village Name (the
“Proposed Name Change”), provided that (i) the Proposed Name Change must be to a name which is reasonably acceptable
to the HOF Entities, (ii) there is no material breach of this Agreement by the Company or the Acquiror on the date on which the
Proposed Name Change is submitted by the Acquiror, (iii) the Acquiror and the Parties shall work in good faith to develop replacement
Co-Branded Village Marks reflecting the Proposed Name Change which are reasonably acceptable to the Parties and (iv) the Acquiror
and the Company shall provide to the HOF Entities such rights, licenses, representations, warranties, covenants and indemnification
with respect to the Intellectual Property of the Acquiror as shall be reasonably required by the HOF Entities (consistent with
the rights, licenses, representations, warranties, covenants and indemnification with respect to the Company included in this Agreement)
in order to allow the Company to perform its obligations pursuant to this Agreement and to enjoy all of the benefits thereof with
respect to the replacement Co-Branded Village Marks to the same extent as it was able to perform its obligations hereunder and
enjoy the benefits thereof with respect to the former Co-Branded Village Marks prior to the request for the Proposed Name Change.
In the event such conditions are satisfied, then in such event the Parties shall work together to change the Co-Branded Village
Marks to reflect the Proposed Name Change, at which time (subject to Section 7.3, which shall apply solely with respect
to use of the former Co-Branded Village Marks from the effective date of the change in Co-Branded Village Marks, as determined
by the Parties in good faith, as though this Agreement had been terminated as of such effective date) the Parties shall cease use
of the former Co-Branded Village Marks. Notwithstanding anything to the contrary in this Agreement, the Company shall pay or cause
to be paid by the Acquiror all direct and indirect expenses and costs incurred by the HOF Entities (or either of them or any of
their respective Affiliates) in modifying the Co-Branded Village Marks and any other direct or indirect actual expenses and costs
incurred by the HOF Entities (or either of them or any of their respective Affiliates) to effect such renaming.

 

1.1.5 Subject
to the terms of this Agreement, including this Section 1.1.5 and Section 1.10, the Company hereby acknowledges
and agrees that certain areas within the Village (as it is currently designed or in the future) may be named by a third party,
and that the HOF Entities may grant certain other naming rights, in each case not in violation of any of the provisions of this
Agreement (collectively, the “Other Naming Rights”). Throughout the Term, neither HOF Entity shall enter into
a definitive agreement with a third party with respect to naming rights for any material area within the Village (a) without first
offering to the Company a 15 day right of first negotiation to enter into a naming rights agreement for such area (it being agreed
that, for a period of 15 days following the Company’s notice of such opportunity, the HOF Entities and the Company shall
negotiate exclusively and in good faith regarding such a naming rights agreement unless the Company notifies the HOF Entities
in writing prior to the conclusion of such period that the Company is not interested in entering into a naming rights agreement
for such area and, unless a naming rights agreement for such area shall have been executed by the Parties during such 15 day period
and subject to subsection (b) hereof, the HOF Entities shall thereafter be permitted to enter into a definitive agreement with
a third party with respect to naming rights for such area) or (b) in violation of any of the provisions of this Agreement, including
Section 1.10; provided, however, that nothing in this Agreement shall restrict the ability of the HOF Entities to
grant any naming or sponsorship rights for philanthropic purposes without receipt of any naming or sponsorship fees.

    	2

     

    

1.2 Logos.
The HOF Entities have developed or shall develop, at their own expense, one or more logos (including without limitation those logos
listed on Exhibit P, each, a “Village Logo”), which when used in connection with the JOHNSON CONTROLS
mark, shall constitute and serve as a “Co-Branded Village Logo.” The Parties shall work together in good faith in connection
with the development of one or more Co-Branded Village Logos, with fifty percent (50%) of the cost of such development to be borne
by each of the Company, on the one hand, and the HOF Entities, on the other hand. Upon the completion of the development of any
logo which is acceptable to each of the Parties for such purpose, such logo shall be added to Exhibit C and shall serve
as a Co-Branded Village Logo. One or more of the HOF Entities shall own all right, title and interest in and to each Village Logo,
subject to the license of same to the Company pursuant to Section 3.2. The Company shall own all right, title and interest
in and to the JOHNSON CONTROLS mark, subject to license of same to the HOF Entities pursuant to Section 3.3.

 

1.3 Village
Branding and Advertising Signage. In addition to the naming rights granted to the Company pursuant to Section 1.1
above, throughout the Term, the HOF Entities shall use and promote the Village Name and Co-Branded Village Logos (collectively,
the “Co-Branded Village Marks”), including (from and after the construction of the Village) through the use
of signage in the Village as set forth in Exhibit D (such branding contemplated by Exhibit D, the “Village
Branding”). In addition, throughout the Term (from and after the construction of the Village), the HOF Entities shall
place certain advertising signage for the Company throughout the Village as set forth in Exhibit D (such signage contemplated
by Exhibit D, the “Advertising Signs”).

 

1.4 Advertising.
The HOF Entities shall provide to the Company throughout the Term (and, to the extent such construction is a precondition to the
HOF Entities’ ability to perform certain specific obligations as set forth on such Exhibit, from and after the construction
of the Village) those advertising and sponsorship rights set forth in Exhibit D. If the HOF Entities are unable to provide
the Company with any benefit identified in Exhibit D in accordance with this Agreement at any time during the Term, then
the HOF Entities shall propose a credit against the Fees, substitute benefit or other “make good” having a value necessary
to fully compensate the Company for the benefit not so provided. If such proposal is not reasonably acceptable to the Company,
the Parties shall work together in good faith to provide a credit against the Fees, substitute benefit or other “make good”
having a value necessary to fully compensate the Company for the benefit not so provided. If the Parties are unable to agree upon
a credit against the Fees, substitute benefit or “make good” within thirty (30) days and if either Party so elects,
the Parties shall designate an appraiser which is reasonably acceptable to both Parties, has no material relationship to either
of the Parties or their respective Affiliates and has experience in valuing similar benefits to determine the amount of the credit
against the Fees which is necessary to fully compensate the Company for the value of the benefits identified on Exhibit D
which the HOF Entities are unable to provide to the Company. The determination of such appraiser with respect to the amount of
such credit shall be final, binding and non-appealable, and fifty percent (50%) of the costs and expenses charged by the appraiser
for such services rendered shall be paid by each of the Company, on the one hand, and the HOF Entities, on the other hand. Promptly
following the final determination in accordance with this Section 1.4 of such credit against the Fees, substitute
benefit or other “make good”, the HOF Entities shall pay to the Company an amount equal to the credit against the
Fees and/or provide to the Company such substitute benefit or other “make good,” as applicable.

    	3

     

    

1.5 Branding
and Advertising Costs and Maintenance.

 

1.5.1 Subject
to Section 1.5.3, the HOF Entities shall build and install, or cause to be built and installed, at the HOF Entities’
sole cost and expense, the Village Branding and Advertising Signs in accordance with the terms of this Agreement.

 

1.5.2 Subject
to Section 1.5.3, the Company shall arrange for, in consultation with the HOF Entities and at the HOF Entities’
sole cost and expense, the creative development and design of the Advertising Material/Artwork. The creative content of any and
all advertising material displayed on or affixed to the Advertising Signs (the “Advertising Material/Artwork”)
shall be subject to the approval of the HOF Entities, not to be unreasonably withheld, conditioned or delayed. All such Advertising
Material/Artwork (including any intellectual property rights related thereto) shall remain at all times property of the HOF Entities
(subject to the HOF Entities’ license thereof to the Company as set forth in Section 3.2 and subject to the retention
by the Company of any intellectual property in such Advertising Material/Artwork which is owned by the Company as of the creation
of such Advertising Material/Artwork).

 

1.5.3 Notwithstanding
anything to the contrary in this Agreement, including without limitation in Section 1.5.1 or Section 1.5.2
hereof, in the event that the aggregate costs associated with the initial build and installation pursuant to Section 1.5.1,
together with the aggregate costs associated with the creative development and design of the Advertising Material/Artwork pursuant
to Section 1.5.2 (such costs collectively the “Initial Signage Costs”), shall exceed [***] (the
“Initial Signage Credit”), (i) the Company shall be responsible for, and promptly following its receipt of an
invoice with respect thereto shall promptly reimburse the HOF Entities for, fifty percent (50%) of any Initial Signage Costs in
excess of [***], up to [***] payable by the Company pursuant to this subsection (i), and (ii) the Company shall be responsible
for, and promptly following its receipt of an invoice with respect thereto shall promptly reimburse the HOF Entities for, any Initial
Signage Costs in excess of [***]. In no event will the HOF Entities (or either of them) be obligated to pay more than [***] with
respect to the Initial Signage Costs.

 

1.5.4 The
HOF Entities shall conduct, or cause to be conducted, all repair and maintenance, including routine and preventative repair and
maintenance, of the Village Branding and Advertising Signs after installation as are necessary to keep the Village Branding and
Advertising Signs in good condition and repair. In the first calendar quarter of each of 2022, 2027 and 2032, a representative
of each of the Parties shall tour the Village to evaluate signage positions within the Village (including permanent, digital and
media) to determine if they believe any update or refurbishment is required to the Village Branding and/or Advertising Signs.
Any Party shall be entitled, at any time and from time to time, to request any change to the Village Branding and/or Advertising
Signs, and if such change is necessary to keep the Village Branding and Advertising Signs in good condition and repair or the
Parties agree to such change, then the HOF Entities shall take such steps as are necessary to effect such requested changes as
soon as reasonably practicable. In the event that such change is necessary to keep the Village Branding and Advertising Signs
in good condition and repair or the Parties agree to such change, all costs associated with such change which are necessary to
address issues of normal wear and tear (as mutually agreed by the Parties or, failing such agreement, as reasonably determined
by an independent third party professional signage company which is reasonably acceptable to the Parties) shall be borne by the
HOF Entities and all excess costs (i.e., costs in excess of those which are necessary to address issues of normal wear and tear)
associated therewith shall be borne equally by the HOF Entities, on the one hand, and the Company, on the other hand. In the event
that such change is unnecessary to keep the Village Branding and Advertising Signs in good condition and repair and the Parties
do not agree to such change but the HOF Entities, on the one hand, or the Company, on the other hand, shall nonetheless request
such change, such change shall be made only with the approval (which shall not be unreasonably withheld, conditioned or delayed)
of the Company, on the one hand, or the HOF Entities, on the other hand, and, in the event such change is made, all costs associated
with such change shall be borne by the HOF Entities (if the change was requested by an HOF Entity) or the Company (if the change
was requested by the Company).

    	4

     

    

1.5.5 The
Company shall have, in the aggregate, the most prominent signage (both permanent and digital) at the Village in comparison to each
other Founding Sponsor of the Village. The HOF Entities shall come into compliance with these requirements by either decreasing
the signage of any Founding Sponsor of the Village having more prominent signage at the Village than the Company or increasing
the signage of the Company. In no event will the Company or any of its Affiliates be required to purchase additional signage to
enable the HOF Entities to comply with this Section 1.5.5.

 

1.6 Construction
and Operation.

 

1.6.1 The
HOF Entities shall ensure that the construction of the Village shall be performed in accordance with all applicable Laws and this
Agreement. The HOF Entities shall keep the Company reasonably apprised of all decisions regarding the construction of the Village
that would reasonably be expected to impact this Agreement in any material respect. The HOF Entities shall provide the Company
with periodic updates regarding the schedule for completion of the Village. Nothing in this Agreement shall be deemed to provide
to the Company any approval rights or decision making authority with respect to the construction of the Village.

 

1.6.2 The
HOF Entities shall cause the Village (including all Village Branding and Advertising Signs) to be maintained and operated in a
good, clean, tenantable and safe repair, order and condition. The HOF Entities shall manage and operate, or cause to be managed
and operated, the Village (including all Village Branding and Advertising Signs) in compliance with all applicable Laws and the
requirements of this Agreement. Without limiting the generality of the foregoing, the HOF Entities shall have the right to take
such actions, including without limitation covering or not displaying any permanent or digital signage, as is reasonably necessary
for the safe and orderly operation of the Village.

 

1.6.3 The
HOF Entities agree that, in performing their obligations hereunder, there shall be no discrimination against or segregation of
any person or group of persons on account of race, color, religion, creed, national origin, ancestry, sex, sexual preference/orientation,
age, disability, medical condition, Acquired Immune Deficiency Syndrome (AIDS) — acquired or perceived, retaliation for
having filed a discrimination complaint, or marital status, in the sale, lease, sublease, transfer, use, occupancy, tenure or
enjoyment of the Village (except to the extent required by applicable Law), nor shall either HOF Entity, or any Person claiming
under or through either HOF Entity, establish or permit (to the extent that it is within the HOF Entities’ control) any
such practice or practices of discrimination or segregation.

    	5

     

    

1.6.4 Each
Party agrees not to commit fraud in connection with the performance of its obligations under this Agreement.

 

1.7 Venue
Materials. Announcements and Contracts.

 

1.7.1 Throughout
the Term, the HOF Entities shall cause any materials produced by the HOF Entities referring to the Village to refer to the Village
exclusively as the Village Name and to have the Village Name and/or a Co-Branded Village Logo be included in all advertising, promotional
and publicity materials produced by the HOF Entities relating to the Village to the extent that it is reasonable and customary
to include the name or logo on such materials.

 

1.7.2 Throughout
the Term, the HOF Entities shall use commercially reasonable efforts to cause all other third parties promoting, presenting or
producing performances or events at the Village to refer to the Village exclusively as the Village Name and to have the Village
Name and/or a Co-Branded Village Logo be included in all advertising, promotional and publicity materials relating to the Village
to the extent that it is reasonable and customary to include the name or logo on such materials.

 

1.7.3 Throughout
the Term, the HOF Entities shall use commercially reasonable efforts to cause any and all announcements relating to the Village
in broadcast media to identify the Village as the Village Name.

 

1.8 Co-Branded
Village Merchandise. The HOF Entities may produce, or have produced or manufactured by third party licensees, manufacturers
or vendors, Co-Branded Village Merchandise in commercially reasonable quantities, as determined by the HOF Entities in their sole
discretion. As between the Parties, and except as otherwise agreed in writing among the Parties, all expenses associated with
the production, manufacture and sale of the Co-Branded Village Merchandise shall be borne by the HOF Entities, and all revenues
related to the sale of the Co-Branded Village Merchandise shall be for the account and benefit of the HOF Entities. Co-Branded
Village Merchandise may be sold by the HOF Entities at the Village, via the Village Websites or as otherwise determined by the
HOF Entities and, without limiting the generality of the foregoing, the HOF Entities may permit third parties to sell and distribute
the Co-Branded Village Merchandise through customary industry channels for such products, including gift shops, retail stores
and through e-commerce channels. As between the Parties, the HOF Entities shall have the sole right to set the retail price for
the Co-Branded Village Merchandise, and nothing contained herein shall prevent the HOF Entities from offering Co-Branded Village
Merchandise in the form of giveaways, prizes or premiums, without charge.

    	6

     

    

1.9 Annual
Reporting. The HOF Entities, on not less than an annual basis, shall analyze and present to the Company the HOF Entities’
analysis of the Company’s sponsorship rights granted to it under this Agreement, with the information included in such presentation
to (a) be both qualitative and quantitative, (b) address, without limitation, attendance metrics, brand surveys, raw and equivalent
media value, earned media for the applicable year and web, digital, social, and mobile impressions and engagement and (c) be verified,
to the extent reasonably practicable, by an independent third party designated by the HOF Entities and reasonably acceptable to
the Company to conduct an independent study (the “Valuation Auditor”), which study shall be designed, developed
and implemented as directed by the Parties or (failing agreement of the Parties with respect thereto) as reasonably determined
by the Valuation Auditor consistent with industry standards. The HOF Entities, on the one hand, and the Company, on the other hand,
shall bear equally the costs and expenses of engaging the Valuation Auditor; provided, however, that in the event that the aggregate
costs and expenses associated therewith exceed [***] in any calendar year, the Company shall bear all of such costs and expenses
in excess of [***].

 

1.10 Exclusivity.

 

1.10.1 Except
as otherwise set forth in this Agreement, throughout the Term, (a) the Company shall have the exclusive right to name the Village
and (b) the Company (and its Designated Subsidiaries) shall be the exclusive sponsor of the Village in the Category, including
without limitation with respect to all naming rights, sponsorship, marketing, advertising, promotional and publicity rights granted
for the Village and for all events held at the Village.

 

1.10.2 Except
as otherwise set forth in this Agreement, without limiting the generality of Section 1.10.1, neither the HOF Entities
nor any of their Affiliates will enter into any: (A) sponsorship, advertising or promotional relationship, (B) sponsorship, advertising
or promotional agreement, or (C) sponsorship, advertising or promotional arrangement, in each case with respect to the Village
and in the Category (other than with the Company or the Company’s Affiliates).

 

1.10.3 Except
as otherwise set forth in this Agreement, without limiting the generality of Section 1.10.1, neither the HOF Entities
nor any of their Affiliates shall authorize or permit any Person (other than the Company, any Person listed on Exhibit E
and any of their respective Affiliates, none of whom shall be treated as an Excluded Sponsor) whose business primarily relates
to the provision of goods or services in the Category (each an “Excluded Sponsor”) to advertise or promote
in, upon or in association with the Village (such advertising or promotion, “Third Party Sponsorship”), including
on any Village Website or other PFHOF-owned or HOFV-owned social media channels. As of the date hereof, each of the Persons listed
on Exhibit F shall be deemed an Excluded Sponsor throughout the Term unless the nature of the business of such Person changes
such that its business no longer is primarily related to the provision of goods or services in the Category, and no other Person
shall be deemed an Excluded Sponsor as of the date hereof. In the event that the HOF Entities are uncertain as to whether a Person
constitutes an Excluded Sponsor, the HOF Entities may, by written notice delivered to the Company, inquire as to whether the Company
believes such Person to be an Excluded Sponsor. In the event that the Company confirms that such Person is not an Excluded Sponsor
or fails to notify the HOF Entities as to whether the Company believes such Person to be an Excluded Sponsor within ten (10) business
days of such written notice, such Person shall be deemed not to be an Excluded Sponsor or subject to the restrictions set forth
in this Section 1.10 as of the conclusion of such ten (10) business day period and the HOF Entities shall then be
free to enter into an agreement with such Person providing for Third Party Sponsorship by such Person. In the event that the Company
notifies the HOF Entities within such ten (10) business day period that the Company believes such Person to be an Excluded Sponsor
and the HOF Entities do not believe such Person to be an Excluded Sponsor, the Parties shall address and resolve such dispute
only as follows: (i) the Parties shall first negotiate in good faith for a period of not less than thirty (30) days in an effort
to agree as to whether or not such Person is an Excluded Sponsor, (ii) in the event that the Parties are unable to agree during
such thirty (30) day good faith negotiation period, either Party may initiate non-binding mediation as to such issue as provided
for in Section 9.8 and (iii) only in the event that resolution as to such issue is not reached within ninety (90)
days of the commencement of such non-binding mediation, either Party may initiate a dispute resolution process as provided for
in Section 9.8 with respect to such issue. The Parties agree that any sponsorship or naming rights agreement (“Earlier
Agreement”) between the HOF Entities or any of their Affiliates, on the one hand, and any Person which is not an Excluded
Sponsor as of the date of this Agreement but which is later deemed to be an Excluded Sponsor, on the other hand, shall remain
in full force and effect for the remainder of the term of the Earlier Agreement (without any extension or renewal thereof unless
such extension or renewal is automatic or occurs as a result of the Person exercising a renewal option that the HOF Entities or
their Affiliates cannot reject), and the HOF Entities shall not be deemed in breach of this Agreement as a result of such Earlier
Agreement.

    	7

     

    

1.10.4
“Category” shall mean the subcategories identified on Exhibit G. For the avoidance of doubt, the Category
shall not include any of the subcategories identified on Exhibit E. The Parties agree to meet approximately once every twelve
(12) months during the Term to discuss in good faith any amendments to Exhibit E and/or Exhibit G which are necessary
to reflect any material change, whether resulting from an acquisition, disposition, use of new and emerging technologies, failure
to use old or obsolete technologies and/or changes in business direction, in the business of the Company and to ensure that the
“Category” covers the core business of the Company, as the core business of the Company may change from time to time
throughout the Term.

 

1.10.5 Notwithstanding
anything to the contrary in this Agreement, including without limitation this Section 1.10, neither the HOF Entities
nor any of their Affiliates, officers, directors, managers, employees, agents or representatives shall be restricted or prohibited
from contracting with any Person, including without limitation any Excluded Sponsor, for sponsorship rights to host bona fide
events, including without limitation national tours, the Youth Sports Complex and other events, at (or outside of) the Village
or rights to advertise and promote itself, in the Village or otherwise, in connection with any such event. By way of example and
not limitation, if an Excluded Sponsor sponsors a national tour, neither the HOF Entities nor any of their Affiliates, employees
or agents shall be restricted or prohibited from contracting with that Excluded Sponsor to host such tour in the Village even
if, as a result of such contract, the Excluded Sponsor would advertise and promote itself, in the Village or otherwise, in connection
with the event.

    	8

     

    

1.10.6 Notwithstanding
anything to the contrary in this Agreement, including without limitation this Section 1.10, neither of the HOF Entities
shall be in default under this Agreement if the Company is prohibited or otherwise prevented from receiving any benefit of and/or
rights set forth on Exhibit D or if one or more Excluded Sponsors or other Person otherwise prohibited from such promotion
by the terms of this Section 1.10 is able to promote such Person (or such Person’s goods or services) under limited
circumstances in connection with one or more Village Events in a manner which would otherwise be in violation of the terms of this
Section 1.10 as a result, in either case, of rules, regulations, restrictions, limitations, agreements, laws, ordinances,
judgments, orders, decrees or requirements to the extent that either (i) the existence or the adoption of such rules, regulations,
restrictions, limitations, agreements, laws, ordinances, judgments, orders, decrees or requirements was not the result of the acts
or omissions of either HOF Entity or their Affiliates; (ii) the avoidance of implementation or the application of rules, regulations,
restrictions, limitations, agreements, laws, ordinances, judgments, orders, decrees or requirements satisfying the requirements
of (i) above is beyond the “commercially reasonable control” of the HOF Entities and their Affiliates; or (iii) the
existence or adoption of such rules, regulations, restrictions, limitations, agreements, laws, ordinances, judgments, orders, decrees
or requirements resulted from the affirmative actions of the HOF Entities or their Affiliates, but such affirmative actions were
not within the commercially reasonable control of the HOF Entities or their Affiliates to avoid taking (rules, regulations, restrictions,
limitations, agreements, laws, ordinances, judgments, orders, decrees and/or requirements that satisfy (i), (ii) or (iii) above
are individually a “Permitted Restriction” and are collectively “Permitted Restrictions”).
For purposes of this Agreement, the term “commercially reasonable control” shall mean the level of control exercised
in the normal course of business by a similar party in a similar situation. Without limiting the scope of what may constitute Permitted
Restrictions, the rights and benefits granted by the HOF Entities to the Company are subject to each of the following, each of
which is and shall be deemed a Permitted Restriction:

 

(a) League.
Conference and Governing Body Rules. Rules and regulations restricting the rights and benefits imposed by (i) leagues (e.g.,
the National Football League), the National Collegiate Athletic Association (“NCAA”) or NCAA conferences (e.g., the
Big 10) whose teams participate in Village Events, or (ii) other governing bodies (e.g., USA Rugby) for certain events (e.g., rugby
matches). It is expressly acknowledged and agreed that, by way of example and not limitation, rights of the NCAA may supersede
rights of the Company under this Agreement for NCAA event advertising and logos on college football and other events.

 

(b) National
or Regional Television or Radio Limitations. Rules and regulations imposed on the HOF Entities (or either of them) by a national
or regional television network or radio station with the right to broadcast one or more of the Village Events.

 

(c) Local
Television or Radio. Limitations imposed by local television or radio broadcasters with the right to broadcast one or more
of the Village Events on local television or radio.

 

(d) Blackout
Rights. Blackout rights or other prevention of public display required by a league, conference or other governing body, or
which are otherwise required by an owner, promoter or agent of a Village Event.

 

(e) Village
Events Not Under Control of the HOF Entities. Restrictions or limitations imposed by any owner, promoter or producer of Village
Events not under the Control of the HOF Entities (or either of them).

 

(f) Applicable
Laws. All applicable Laws.

    	9

     

    

1.10.7 Notwithstanding
anything to the contrary in this Agreement, including without limitation this Section 1.10, no Excluded Sponsor or
other Person shall be restricted or prohibited from procuring or receiving any hospitality elements, including without limitation
tickets and access to suites, for any Village Event or providing access to the Village or any portion thereof, including without
limitation the Museum, or from visiting the Village or any portion thereof, including without limitation the Museum.

 

1.11 Required
Approvals. The Parties shall use commercially reasonable efforts to obtain, as promptly as reasonably practicable following
the date hereof, all approvals required by Law in connection with this Agreement.

 

ARTICLE 2

PAYMENT

 

2.1 Payment
of Fees. The Company shall make payments to HOFV in the amounts and on the dates set forth in Exhibit H (collectively,
the “Fees”). The Company shall promptly pay the Fees as and when the same shall become due and payable and, in the
event of the Company’s failure to pay same when due, the HOF Entities shall have all of the rights and remedies provided
for in this Agreement or, subject to the terms of this Agreement, at law or in equity in the case of nonpayment of amounts thereunder.
The Company’s obligation to pay any Fees due and payable through the date of expiration or sooner termination (as applicable)
shall survive the expiration or sooner termination of this Agreement (as applicable). All payments due hereunder by the Company
shall be payable when due by wire transfer pursuant to instructions from HOFV. The Company acknowledges and agrees that HOFV has
the right to assign the receipt of any payments payable by the Company hereunder to a Lender or other Person and the Company shall
accept and act in accordance with such payment instructions from HOFV with respect to any such assignment.

 

2.2 Currency
for Payments. All payments due hereunder shall be made in United States dollars.

 

ARTICLE 3

INTELLECTUAL PROPERTY

 

3.1 Ownership
of Marks.

 

3.1.1 HOF
Entity Marks. The Company accepts and acknowledges that the Intellectual Property owned directly or indirectly by the HOF
Entities (or either of them), including but not limited to the HOF Entity Marks (which shall include the Village Logos), are Intellectual
Property and important assets of the HOF Entities. The Company will not use any trademark (other than the Co-Branded Village Marks)
that is confusingly similar to the HOF Entity Marks (or any of them). As between the Company and the HOF Entities, the HOF Entities
(or the applicable HOF Entity) shall at all times be the sole and exclusive owner of all rights in and to the HOF Entity Marks,
subject to the rights of the Company with respect to the use thereof as set forth in this Agreement. Any use by the Company of
any HOF Entity Mark beyond the use expressly authorized in this Agreement requires the additional express written consent of the
HOF Entities. Throughout the Term and thereafter: (i) all right, title and interest in and to the HOF Entity Marks and any derivatives
thereof, including the goodwill associated therewith, shall remain vested in the HOF Entities (or the applicable HOF Entity),
subject to the rights of the Company with respect to the use thereof as set forth in this Agreement, and (ii) all use of the HOF
Entity Marks shall inure to the benefit of the HOF Entities (or the applicable HOF Entity). At the HOF Entities’ expense,
the Company shall take such action as the HOF Entities may reasonably request to effect, perfect or confirm the HOF Entities’
(or the applicable HOF Entity’s) ownership of, and any other rights in, the HOF Entity Marks.

    	10

     

    

3.1.2 Company
Marks. The HOF Entities accept and acknowledge that the Intellectual Property owned directly or indirectly by the Company,
including but not limited to the Company Marks, are Intellectual Property and important assets of the Company. The HOF Entities
will not use any trademark (other than the Co-Branded Village Marks) that is confusingly similar to the Company Marks (or any of
them). As between the Company and the HOF Entities, the Company shall at all times be the sole and exclusive owner of all rights
in and to the Company Marks, subject to the rights of the HOF Entities with respect to the use thereof as set forth in this Agreement.
Any use by the HOF Entities of any Company Mark beyond the use expressly authorized in this Agreement requires the additional express
written consent of the Company, which shall not be unreasonably withheld, conditioned or delayed. Throughout the Term and thereafter:
(i) all right, title and interest in and to the Company Marks and any derivatives thereof, including the goodwill associated therewith,
shall remain vested in the Company, subject to the rights of the HOF Entities with respect to the use thereof as set forth in this
Agreement, and (ii) all use of the Company Marks shall inure to the benefit of the Company. At the Company’s expense, the
HOF Entities shall take such action as the Company may reasonably request to effect, perfect or confirm the Company’s ownership
of, and any other rights in, the Company Marks.

 

3.1.3 Co-Branded
Village Marks. The Parties acknowledge and agree that the Co-Branded Village Marks constitute composite trademarks, a constituent
element of which includes wording that constitutes a discrete trademark that is owned by Company and wording and a design element
that constitutes discrete trademarks that are owned by the HOF Entities (or either of them). The Parties acknowledge that nothing
in this Agreement shall confer on the Company any ownership interest or other rights in or to any HOF Entity Mark, apart from
any rights granted explicitly herein, nor shall this Agreement confer on the HOF Entities any ownership interest or other rights
in or to any Company Mark, apart from any rights granted explicitly herein. Except as explicitly set forth herein, nothing in
this Agreement shall be deemed to limit or restrict the right of the HOF Entities to use or license to any Person any HOF Entity
Mark nor shall it be deemed to limit or restrict the right of the Company to use or license to any Person any Company Mark.

    	11

     

    

3.2 The
HOF Entities’ License to the Company. Subject to the terms and conditions set forth in this Agreement, the HOF Entities
hereby grant to the Company a limited, non-exclusive, non-sublicensable (except to Designated Subsidiaries or as otherwise provided
herein), non-assignable (except to Designated Subsidiaries or as otherwise provided herein), royalty-free license to use the HOF
Entity Marks, throughout the world, in any media now known or not yet existing, solely for purposes of promoting the Company’s
sponsorship of the Village throughout the Term. For purposes of clarity, the foregoing license shall expressly include use of the
Village Logos as part of the Co-Branded Village Marks. Upon notice by the HOF Entities to the Company of any use not in compliance
with this Section 3.2, the Company shall, as promptly as possible, withdraw any violating materials that use any HOF
Entity Mark. Upon notice of any other objection by the HOF Entities to any use by the Company licensed under this Section 3.2,
the Company shall work with the HOF Entities in good faith to resolve such objection promptly and to the satisfaction of the HOF
Entities, including, if appropriate and practicable, withdrawal of any materials that use the HOF Entity Marks. All use of the
HOF Entity Marks anywhere by the Company shall inure solely to the benefit of the HOF Entities (or the applicable HOF Entity) and
to no one else. All goodwill accrued by, and due to, the Company’s use of the HOF Entity Marks anywhere shall be the sole
and exclusive property of the HOF Entities (or the applicable HOF Entity). The Company shall submit to the HOF Entities for prior
written approval all materials bearing any HOF Entity Mark which the Company proposes to use, and the Company shall not use any
such material without the prior written approval of the HOF Entities, which shall not be unreasonably withheld. If the HOF Entities
fail to respond to the Company’s submission (or resubmission) within five (5) business days of submission by the Company,
then the HOF Entities shall be deemed to have approved such submitted (or resubmitted) materials. In the event the HOF Entities
disapprove any of the Company’s submissions (or resubmissions), the Company shall have the right to make modifications consistent
with those specified by the HOF Entities and resubmit the relevant materials to the HOF Entities for approval. Following the HOF
Entities’ initial approval of such use, the Company shall have the right to use the HOF Entity Marks without further permissions
so long as a subsequent use does not materially deviate from a previously approved use. The Parties acknowledge and agree that
the rights pursuant to this Section 3.2 are non-exclusive and similar rights may also be provided to other Persons.
Subject to the terms and conditions set forth in this Agreement, the HOF Entities hereby grant to the Company a non-exclusive,
non-sublicensable (except to Designated Subsidiaries or as otherwise provided herein), non-assignable (except to Designated Subsidiaries
or as otherwise provided herein), royalty-free license to use the Advertising Material/Artwork solely to the extent necessary to
perform its obligations under this Agreement or as contemplated by Section 1.5.2.

 

3.3 Company
License to the HOF Entities. Subject to the terms and conditions set forth in this Agreement, the Company hereby grants to
the HOF Entities a non-exclusive, non-sublicensable (except to Affiliates of the HOF Entities or as otherwise provided herein),
non-assignable (except to Affiliates of the HOF Entities or as otherwise provided herein), royalty-free license to use the Company
Marks throughout the world, in any media now known or not yet existing, solely (i) in connection with the operation, management,
advertisement, marketing and promotion of the Village and (ii) in connection with the manufacture, sale, advertisement, marketing
and promotion of Co-Branded Village Merchandise, such licensed use in (ii) subject to the approval of the Company pursuant to
Section 3.3.1, not to be unreasonably withheld, conditioned or delayed. For purposes of clarity, the foregoing license
shall expressly include use of the Company Marks as part of the Co-Branded Village Marks as well as in connection with the Village
Domain Names and the Branded Social Media Accounts. Notwithstanding anything herein, the Company acknowledges and agrees that
the Co-Branded Village Marks will be used in connection with events held at the Village, and may be used by third parties performing
services in connection therewith, by third party sponsors of the Village and third party manufacturers, suppliers and licensees
of Co-Branded Village Merchandise and that the HOF Entities are hereby authorized to grant to third parties the right to use the
Co-Branded Village Marks in connection with (i) events held at the Village, (ii) performance of services in connection with events
held at the Village, (iii) third party sponsorship of the Village and (iv) subject to Section 3.3.1, third party manufacture,
supply and license of the Co-Branded Village Merchandise, in each case subject to an agreement that incorporates the limitations
which apply to use thereof by the HOF Entities. Upon notice by the Company to the HOF Entities of any use not in compliance with
this Section 3.3, the HOF Entities shall, as promptly as possible withdraw or make commercially reasonable efforts
to cause to be withdrawn any violating materials that use the Company Marks. All use of the Company Marks anywhere by the HOF
Entities shall inure solely to the benefit of the Company and to no one else. All goodwill accrued by, and due to, the HOF Entities’
use of the Company Marks anywhere shall be the sole and exclusive property of the Company.

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3.3.1 Trademark
Approval and Other IP Approvals. The HOF Entities shall submit to the Company for prior written approval all samples of materials
that the HOF Entities receive for approval from third party manufacturers, suppliers and licensees of Co-Branded Village Merchandise.
If the Company fails to respond to the HOF Entities’ submission (or resubmission) within five (5) business days of submission
by the HOF Entities, then the Company shall be deemed to have approved such submitted (or resubmitted) materials. In the event
the Company disapproves any of the HOF Entities’ submissions (or resubmissions), the HOF Entities shall have the right to
make modifications consistent with those specified by the Company and resubmit the relevant materials to the Company for approval.
Following the Company’s initial approval of such use or proposed Co-Branded Village Merchandise, the HOF Entities shall have
the right to use the Co-Branded Village Marks in connection with Co-Branded Village Merchandise without further permissions so
long as a subsequent use does not materially deviate from a previously approved use and such use is consistent with the “style
guide” attached hereto as Exhibit L.

 

3.3.2 For
the avoidance of doubt, and except as otherwise expressly set forth herein, (a) the Company shall not have the right to use any
trademarks, copyright protected materials or other intellectual property owned by the HOF Entities (or either HOF Entity) without
the prior written consent of the HOF Entities (or the applicable HOF Entity) and (b) neither HOF Entity shall have the right to
use any trademarks, copyright protected materials or other intellectual property owned by the Company without the prior written
consent of the Company.

 

3.4 Registration
and Protection of the Co-Branded Village Marks.

 

3.4.1 Domestic
Registration and Protection of Certain Marks. Throughout the Term, the Company shall, at its expense, use commercially reasonable
efforts to obtain and maintain in its own name trademark registrations for the JOHNSON CONTROLS mark with the United States Patent
and Trademark Office, for goods and services as may be determined by the Parties. Throughout the Term, an HOF Entity shall, at
its expense, use commercially reasonable efforts to obtain and maintain in its own name trademark registrations for the Village
Logo(s) and/or HALL OF FAME VILLAGE and/or PRO FOOTBALL HALL OF FAME VILLAGE marks with the United States Patent and Trademark
Office, for goods and services as may be determined by the Parties. Each Party acknowledges and agrees that no other Party makes
any warranty or representation on its ability to successfully register or maintain any registration hereunder. Each Party also
agrees to provide reasonable assistance to the other Parties, at the requesting Party’s sole expense, in protecting, obtaining
and/or maintaining applications for registration or registrations pursuant to this Section 3.4.1.

    	13

     

    

3.4.2 International
Registration and Protection of Certain Marks. Throughout the Term, the Company shall, at its expense, use commercially reasonable
efforts to obtain and maintain in its own name trademark registrations for the JOHNSON CONTROLS mark for goods and services as
may be determined by the Parties, in jurisdictions that may be agreed upon by the Parties. Throughout the Term, an HOF Entity shall,
at its expense, use commercially reasonable efforts to obtain and maintain in its own name trademark registrations for the Village
Logo(s) and/or HALL OF FAME VILLAGE and/or PRO FOOTBALL HALL OF FAME VILLAGE marks for goods and services as may be determined
by the Parties, in jurisdictions that may be agreed upon by the Parties. Each Party acknowledges and agrees that no other Party
makes any warranty or representation on its ability to successfully register or maintain any registration hereunder. Each Party
also agrees to provide reasonable assistance to the other Parties, at the requesting Party’s sole expense, in protecting,
obtaining and/or maintaining applications for registration or registrations pursuant to this Section 3.4.2.

 

3.4.3 Restrictions
on Registration of and Challenge to the Co-Branded Village Marks, Company Marks and HOF Entity Marks. The Parties agree
that neither the HOF Entities (in the case of (b) and (c), with respect to the Company Marks) nor the Company (in the case of (b)
and (c), with respect to the HOF Entity Marks) shall, during the Term or at any time thereafter, (a) make application for or aid
or abet others to seek trademark registration for any Co-Branded Village Mark, (b) make application for or aid or abet others (except
to aid the Company or the HOF Entities, as the case may be) to seek trademark registrations or recordings of trade names or company
names in any state within the United States, in the United States Patent and Trademark Office or other United States governmental
agencies or in any foreign country of, or claim, directly or indirectly, any right, title or interest in or to, any Company Mark
or HOF Entity Mark, respectively, or variations thereof; or (c) directly or indirectly challenge or assist any Person in challenging,
in any jurisdiction, or take any other action adverse to, (i) the Company’s or the HOF Entities’ (or the applicable
HOF Entity’s) exclusive right, title and/or interest in and to the Company Marks or the HOF Entity Marks, respectively, or
(ii) the validity or enforceability of the Company Marks or the HOF Entity Marks, respectively, or any applications or registrations
therefor.

 

3.5 Policing
and Enforcement of Co-Branded Village Marks, Company Marks and HOF Entity Marks. The Company shall have the exclusive
right to control all aspects of policing and enforcement of the Company Marks. The HOF Entities shall have the exclusive right
to control all aspects of policing and enforcement of the HOF Entity Marks (including the Village Logo). If any Party discovers
any third-party uses of marks that potentially infringe, dilute or tarnish the Co-Branded Village Marks (or any of them), it shall
promptly notify the other Parties of all known particulars, and the Parties shall proceed as follows:

 

3.5.1 The
HOF Entities shall have the primary right with respect to enforcement of rights to the Co-Branded Village Marks, and any decision
whether or not to take any enforcement action in any case shall, except as otherwise set forth in Section 3.5, lie
exclusively and at the sole discretion of the HOF Entities. The HOF Entities shall have the exclusive right to issue any cease
and desist, demand or similar letters to any third party infringers or violators of the Co-Branded Village Marks, and (except
as set forth in Section 3.5.3) the Company shall not issue any such letters or other threats or demands without the
prior written consent of the HOF Entities.

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3.5.2 In
the event that the HOF Entities (or either of them) institutes a legal proceeding or similar action to enforce its (or their) rights
in any of the Co-Branded Village Marks, it (or they) may do so in its (or their) own name, with the choice of counsel and control
of the action, and with all expenses therefor, lying exclusively with the HOF Entities. To the extent that the Company is a necessary
party in order for the HOF Entities to have standing to bring such legal proceedings, the Company agrees to join the legal proceedings
as a party and to comply with any reasonable instructions provided by the HOF Entities in connection with the HOF Entities’
control of the action. Any economic or other benefit obtained in such action shall be retained by the HOF Entities. In the event
of any such enforcement action by the HOF Entities (or either of them), the HOF Entities (or the applicable HOF Entity) shall confer
with the Company regularly regarding the progress of the action, and the Company shall, at the HOF Entities’ expense, cooperate
fully and in good faith in the conduct of such action, including by way of example, the furnishing of documents or witnesses. In
addition, the Company may, at its own expense and upon execution of an appropriate joint defense agreement, participate in such
litigation in a subordinate role, including attending depositions, court events and meetings (including settlement negotiations),
assisting in the drafting of pleadings and briefs, and consulting with the HOF Entities (or the applicable HOF Entity) on strategy
and tactics, provided that the Company will not be allowed to participate in any court event or meeting or in any other manner
related to the Co-Branded Village Marks (or any of them) if such participation is not allowed under any applicable Law. The HOF
Entities shall, prior to filing any lawsuits related to the Co-Branded Village Marks (or any of them), consider in good faith any
input on strategy and tactics offered by the Company, but the Parties understand and agree that at all times ultimate control of
any litigation not filed under Section 3.5.3 herein shall remain exclusively with the HOF Entities.

 

3.5.3 In
the event that neither HOF Entity decides to institute enforcement actions (which may include cease and desist letters or other
formal demands) against such an adverse use for a period of thirty (30) days after notification of such adverse use from the Company,
the Company may initiate and prosecute enforcement actions (including cease and desist letters and legal proceedings) in its own
name, with the choice of counsel and control of the action, and with all expenses therefor, lying exclusively with the Company
(subject to the last sentence of this Section 3.5.3). To the extent that an HOF Entity is a necessary party in order
for the Company to have standing to bring such legal proceedings, the HOF Entities agree to join the legal proceeding as a party
and to comply with any reasonable instructions provided by the Company in connection with the Company’s control of the action.
Any economic or other benefit obtained in such action shall be retained by the Company. In the event of any such enforcement action
by the Company, the Company shall confer with the HOF Entities regularly regarding the progress of the action, and the HOF Entities
shall, at the expense of the Company, cooperate fully and in good faith in the conduct of such action, including by way of example,
the furnishing of documents or witnesses. In addition, the HOF Entities may, at their own expense and upon execution of an appropriate
joint defense agreement, participate in such litigation in a subordinate role, including attending depositions, court events and
meetings (including settlement negotiations), assisting in the drafting of pleadings and briefs, and consulting with the Company
on strategy and tactics, provided that the HOF Entities will not be allowed to participate in any court event or meeting or in
any other manner related to the Co-Branded Village Marks (or any of them) if such participation is not allowed under any applicable
Law. The Company shall, prior to filing any lawsuits related to the Co-Branded Village Marks (or any of them), attend to and consider
in good faith any input on strategy and tactics offered by the HOF Entities, but the Parties understand and agree that at all
times ultimate control of any litigation filed by the Company under this Section 3.5.3 shall remain exclusively with
the Company.

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3.5.4 Nothing
herein shall preclude the Parties from bringing any enforcement action jointly, if they so choose, all expenses and benefits thereof
being shared equally (i.e., 50% by the Company, on the one hand, and 50% by the HOF Entities, on the other hand), or as otherwise
agreed to, by the Parties. Notwithstanding anything in this Section 3.5 to the contrary, no Party shall settle any
proceeding or litigation described in this Section 3.5 without the other Parties’ prior written consent. Each
Party shall also ensure that each other Party is allowed full disclosure of all relevant settlement terms and conditions in any
settlement agreement.

 

3.6 Domain
Names; Social Media Accounts.

 

3.6.1 Domain
Names. The Parties agree that the HOF Entities (or one of them) shall, at their expense, obtain, register and, at their sole
discretion, maintain the domain names listed on Exhibit I (“Village Domain Names”). All Village Domain
Names shall be registered by and in the name of the HOF Entities (or one of them) on behalf of and for the benefit of the Company
and shall remain registered in such manner throughout the Term. Throughout the Term, the HOF Entities shall, as between the Parties,
be exclusively responsible for the design, content, hosting, operation, maintenance and support of, and all transactions conducted
via, any website at the Village Domain Names (each a “Village Website”), and shall pay all costs and expenses
relating thereto. As between the Parties, except as otherwise set forth herein, the HOF Entities (or the appropriate HOF Entity)
will own all rights in the content of any Village Website, other than any content provided by the Company, and the Company hereby
provides the HOF Entities a non-exclusive, paid-up license to use all such content. The HOF Entities will operate, or cause to
be operated, each Village Website, each of which shall feature the Company brand and include a Co-Branded Village Mark. The HOF
Entities shall determine, in their reasonable discretion, the initial design, functionality, aesthetic and content of any Village
Website and any material changes thereto, but will take into consideration the Company’s requests and preferences in this
regard; provided that in the event the Company notifies the HOF Entities that it objects, in its reasonable discretion,
to any design or content on a Village Website, then the HOF Entities shall promptly remove or modify, or cause to be removed or
modified, such design or content and the Parties shall work in good faith on the design, functionality and aesthetics of the Village
Website in an effort for mutually agreed upon quality.

 

3.6.2 Social
Media Accounts. The Parties agree that the HOF Entities (or one of them) shall, at their expense, obtain, register and, at
their sole discretion, maintain one or more social media and other online accounts and profiles for the purpose of promoting or
marketing the Village or similar business purposes featuring or displaying the Co-Branded Village Marks or derivatives thereof
(“Branded Social Media Accounts”). All Branded Social Media Accounts shall be registered in the name of the
HOF Entities (or one of them) on behalf of and for the benefit of the Company and shall remain registered in such manner throughout
the Term. Throughout the Term, the HOF Entities shall, as between the Parties, be exclusively responsible for the design, content,
hosting, operation, maintenance and support of, and all transactions conducted via, any Branded Social Media Accounts and shall
pay all costs and expenses relating thereto. As between the Parties, except as otherwise set forth herein, the HOF Entities (or
the appropriate HOF Entity) will own all rights in the content of any Branded Social Media Accounts, other than any content provided
by the Company, and the Company hereby provides the HOF Entities a non-exclusive, paid-up license to use all such content. The
HOF Entities will operate, or cause to be operated, each Branded Social Media Account, which shall include a Co-Branded Village
Mark. The HOF Entities shall determine, in their reasonable discretion, the initial design, functionality, aesthetic and content
of any Branded Social Media Accounts and any material changes thereto, but will take into consideration the Company’s
requests and preferences in this regard; provided that in the event the Company notifies the HOF Entities that it objects,
in its reasonable discretion, to any design or content on a Branded Social Media Account, then the HOF Entities shall promptly
remove or modify, or cause to be removed or modified, such design or content and the Parties shall work in good faith on the design,
functionality and aesthetics of the Branded Social Media Accounts in an effort for mutually agreed upon quality. The Company agrees
that it will not create, develop or maintain any Branded Social Media Accounts without the express prior authorization of the
HOF Entities.

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3.7 Quality
Standards.

 

3.7.1 Style
Guides. All use, promotions, marketing and advertising under, in connection with, and/or associated with the HOF Entity Marks
by the Company or a permitted designee shall be conducted in accordance with the standards, rules and procedures set by the HOF
Entities as set forth in the “style guide” attached hereto as Exhibit J. All use, promotions, marketing and
advertising under, in connection with, and/or associated with the Company Marks by the HOF Entities or a permitted designee shall
be conducted in accordance with the standards, rules and procedures set by the Company as set forth in the “style guide”
attached hereto as Exhibit K. All use, promotions, marketing and advertising under, in connection with, and/or associated
with the Co-Branded Village Marks by the Parties or a permitted designee shall be conducted in accordance with the standards, rules
and procedures as set forth in the “style guide” attached hereto as Exhibit L. In the event that such “style
guide” is not finalized as of the date hereof, the Parties shall work together in good faith to finalize such “style
guide” (which shall be reasonably acceptable to each of the Parties) as promptly as reasonably practicable, which “style
guide” shall be attached hereto as Exhibit L once it has been finalized and approved by the Parties.

 

3.7.2 Products.
The HOF Entities agree that (a) all Co-Branded Village Merchandise shall be of good quality and free of defects in design, material
and workmanship and shall be suitable for their intended purpose, (b) no injurious, poisonous, deleterious or toxic substance,
material, paint or dye will be used in or on the Co-Branded Village Merchandise; and (c) the Co-Branded Village Merchandise will
be manufactured, packaged, marketed, sold and distributed in compliance with all applicable Laws and the then-prevailing industry
standards.

 

3.7.3 Advertising.
Each Party agrees that it shall not use or authorize the use of any Company Mark, HOF Entity Mark or Co-Branded Village Mark in
any manner that is contrary to public morals, deceptive, or defamatory, or that could reasonably be expected to reflect unfavorably
on the good name, goodwill, reputation and/or image of any Party or the Village.

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3.8 Restrictions
on Use of “Gold Jacket”. In the event that the Company or any of its Affiliates desires to use the term “Gold
Jacket,” whether in connection with any advertising, marketing, media or promotional activities or otherwise, including without
limitation in connection with any media, marketing or communications materials or collateral, any such use shall be subject to
the prior written approval of PFHOF. The Parties acknowledge and agree that nothing in this Agreement shall be deemed a grant by
either HOF Entity of any rights in or to the term “Gold Jacket.”

 

3.9 Trademark
Notices. Each Party shall comply with the other Parties’ reasonable requests to include appropriate trademark legends,
copyright notices and photography credits with respect to any materials provided by one Party to any other.

 

ARTICLE 4

REPRESENTATIONS, WARRANTIES AND INDEMNIFICATION

 

4.1 Mutual
Warranties. Each Party represents and warrants to the other Parties that (a) this Agreement has been duly authorized, executed
and delivered by such Party, (b) such Party has the full power and authority and is free to enter into this Agreement and to perform
its obligations hereunder, (c) such Party is in good standing under the laws of its state of formation, (d) this Agreement constitutes
such Party’s valid and binding obligation, enforceable in accordance with its terms (except to the extent enforceability
is limited by bankruptcy, reorganization and other similar laws affecting the rights of creditors generally and by general principles
of equity), (e) except as otherwise set forth herein, no consent of a third party is necessary to execute, deliver and perform
such Party’s obligations under this Agreement and (f) except as otherwise set forth herein, the making of this Agreement
and the performance of such Party’s obligations hereunder do not violate any agreement, right or obligation existing between
such Party and any other third party.

 

4.2 Company
Warranties. The Company represents and warrants to the HOF Entities that (a) the Company owns all right, title and interest
in and to the Company Marks, free and clear of any liens, claims or encumbrances, (b) the Company has the right and authority
to license to the HOF Entities the rights to use any Company Marks, as expressly authorized in this Agreement, and the Company
has not granted any rights in such Company Marks to any third party which conflict with the rights licensed hereunder, (c) the
HOF Entities’ use of the Company Marks, as authorized herein, shall not require the payment by the HOF Entities (or either
of them) of any fees, royalties or other payment of any kind, or the grant by the HOF Entities (or either of them) of any right
or interest, to any third party, (d) no Company Mark infringes or will infringe the copyright, trademark or other rights of any
third party, (e) there is no litigation, action or other proceeding pending or threatened against the Company or any of its assets,
properties or rights that relates to this Agreement or would reasonably be expected to impair, restrict or prohibit the Company’s
ability to perform its obligations hereunder and (f) except for IdeaQuest LLC (whose fees related to this Agreement shall be paid
by the Company), the Company has not dealt with or engaged, directly or indirectly, any brokers, finders, consultants or like
agents who will be entitled to any fees in connection with this Agreement.

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4.3 The
HOF Entity Warranties. The HOF Entities represent and warrant to the Company that (a) the HOF Entities (or an HOF Entity) owns
all right, title and interest in and to the HOF Entity Marks free and clear of any liens, claims or encumbrances, (b) the HOF Entities
(or an HOF Entity) has the right and authority to license to the Company the rights to use the HOF Entity Marks as expressly authorized
in this Agreement, and neither HOF Entity has granted any rights in such HOF Entity Marks to any third party which conflict with
the rights licensed hereunder, (c) the Company’s use of the HOF Entity Marks, as authorized herein, shall not require the
payment by the Company of any fees, royalties or other payment of any kind, or the grant by the Company of any right or interest,
to any third party, (d) no HOF Entity Mark infringes the copyright, trademark or other rights of any third party, (e) there is
no litigation, action or other proceeding pending or threatened against the HOF Entities (or either of them) or any of their respective
assets, properties or rights that relates to this Agreement or would reasonably be expected to impair, restrict or prohibit the
HOF Entities’ ability to perform their respective obligations hereunder and (f) except for Premier Partnerships and TSAV
(whose fees related to this Agreement shall be paid by the HOF Entities), neither HOF Entity has dealt with or engaged, directly
or indirectly, any brokers, finders, consultants or like agents who will be entitled to any fees in connection with this Agreement.

 

4.4 Indemnification.

 

4.4.1 The
HOF Entities shall indemnify, defend and hold the Company (and the Company’s Affiliates and the officers, directors, shareholders,
agents, employees and representatives of the Company or any of the Company’s Affiliates) harmless from and against all claims,
liabilities, damages, demands, costs, fees, fines, penalties, other expenses, suits, proceedings, actions and causes of action
of any and every kind and nature (including reasonable attorneys’ fees) incurred or to be incurred by the indemnified party
(collectively, “Claims”) arising out of, in connection with or as a result of (a) a breach by the HOF Entities
(or either of them) of their representations, warranties or covenants under this Agreement or (b) the use by the Company or any
of the Designated Subsidiaries of the HOF Entity Marks as authorized herein (including with respect to the infringement or alleged
infringement of any third party intellectual property). In no event shall the HOF Entities’ indemnification or hold harmless
obligations in this Agreement be construed as requiring the HOF Entities (or either of them) to indemnify or hold harmless the
Company or any other Person for any damages or injuries to the extent caused by the negligence or willful misconduct of the Company
or such other Person or their respective officers, directors, shareholders, agents, employees or representatives.

 

4.4.2 The
Company shall indemnify, defend and hold the HOF Entities (and their Affiliates and the officers, directors, managers, equityholders,
agents, employees and representatives of the HOF Entities or any of their Affiliates) harmless from and against all Claims arising
out of, in connection with or as a result of (a) a breach by the Company of its representations, warranties or covenants under
this Agreement or (b) the use by the HOF Entities (or either of them) of the Company Marks, as authorized herein (including with
respect to the infringement or alleged infringement of any third party intellectual property). In no event shall the Company’s
indemnification or hold harmless obligations in this Agreement be construed as requiring the Company to indemnify or hold harmless
the HOF Entities (or either of them) or any other Person for any damages or injuries to the extent caused by the negligence or
willful misconduct of the HOF Entities (or either of them) or such other Person or their respective officers, directors, managers,
equityholders, agents, employees or representatives.

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4.4.3 Any
Party asserting any claim to indemnification under this Section 4.4 (the Company, on the one hand, or the HOF Entities,
on the other hand, as applicable, the “Indemnified Party”) shall promptly notify the other Party (the HOF Entities,
on the one hand, or the Company, on the other hand, as applicable, the “Indemnifying Party”) of such claim,
provided that any delay or failure to so notify the Indemnifying Party shall only relieve the Indemnifying Party of its indemnification
obligations to the extent, if at all, that it is prejudiced by reason of such delay or failure. Except as otherwise set forth in
ARTICLE 3, if an Indemnified Party is entitled to indemnification hereunder because of a claim asserted by any claimant
(other than an Indemnified Party) (“Third Person”), the Indemnifying Party shall have the right, upon written
notice to the Indemnified Party within twenty (20) days of its receipt of the notice contemplated by the first sentence of this
Section 4.4.3 and using counsel reasonably satisfactory to the Indemnified Party, to investigate, defend, contest or
settle the claim alleged by such Third Person (a “Third Person Claim”). The Indemnified Party may thereafter
participate in (but not control) the defense and/or settlement of any such Third Person Claim with its own counsel at its own expense,
unless separate representation is necessary to avoid a conflict of interest, in which case such representation shall be at the
expense of the Indemnifying Party. In the event the Indemnifying Party fails to timely provide notice of its exercise of control
of the defense and/or settlement of such Third Party Claim, the Indemnified Party shall have the right, at its option, to assume
and control defense and/or settlement of the matter and to look to the Indemnifying Party for the full amount of the reasonable
costs of defense and/or settlement thereof and the Indemnifying Party may participate in (but not control) the defense and/or settlement
of such action, with its own counsel at its own expense. The Parties shall make available to each other all relevant information
in their possession relating to any such Third Person Claim and shall cooperate in the defense thereof.

 

ARTICLE 5

INSURANCE

 

5.1 Throughout
the Term, the HOF Entities shall maintain in full force and effect Commercial General Liability Insurance with commercially reasonable
limits and terms and conditions, but in any event, not less than the greater of (x) One Million Dollars ($1,000,000) per occurrence
and Two Million Dollars ($2,000,000) in the aggregate in Commercial General Liability Insurance and (y) those limits and terms
and conditions required by applicable Law, which insurance shall (a) contain broad form contractual liability endorsement, (b)
insure against claims for bodily injury (including death), property damage, personal injury and advertising injury, (c) name as
additional insureds each of the Persons listed on Exhibit M-1 hereto, (d) provide that it may not be canceled, terminated,
reduced, materially changed, or allowed to expire without renewal unless at least thirty (30) days advance notice has been given
to the Company, (e) be written by one or more insurers that have a policyholder’s rating of not less than A VIII in the
most current edition of Best’s Rating Guide, and (f) if available, upon commercially reasonable terms, contain a waiver
of the insurer’s rights of subrogation. Such liability insurance shall be primary to the Company’s insurance. The
limits of such insurance shall not limit the liability of the Parties. Upon the date hereof and thereafter upon written request,
the HOF Entities shall furnish the Company with a current certificate of insurance. Upon written request by the Company in the
event of a dispute about the applicability of coverage to a specific loss or claim, the HOF Entities shall provide a copy of their
insurance policy within 30 days of the Company’s request; provided, however, that the HOF Entities shall be permitted to
redact proprietary business information from such copy before providing the same to the Company.

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5.2 Throughout
the Term, the Company shall maintain in full force and effect insurance policies with commercially reasonable limits and terms
and conditions covering the Company’s obligations under this Agreement, but in any event, not less than such insurance coverage
as is required by applicable Law, which insurance shall (a) contain broad form contractual liability endorsement, (b) insure against
claims for bodily injury (including death), property damage, personal injury and advertising injury, (c) name as additional insureds
each of the Persons listed on Exhibit M-2 hereto, (d) provide that it may not be canceled, terminated, reduced, materially
changed, or allowed to expire without renewal unless at least thirty (30) days advance notice has been given to the HOF Entities,
(e) be written by one or more insurers that have a policyholder’s rating of not less than A VIII in the most current edition
of Best’s Rating Guide, and (f) if available, upon commercially reasonable terms, contain a waiver of the insurer’s
rights of subrogation. Such liability insurance shall be excess to the HOF Entities’ insurance. The limits of such insurance
shall not limit the liability of the Parties. Upon the date hereof and thereafter upon written request, the Company shall furnish
the HOF Entities with a current certificate of insurance. Upon written request by the HOF Entities in the event of a dispute about
the applicability of coverage to a specific loss or claim, the Company shall provide a copy of its insurance policy within 30 days
of the HOF Entities’ request; provided, however, that the Company shall be permitted to redact proprietary business information
from such copy before providing the same to the HOF Entities. Nothing in this Section 5.2 shall be deemed to reduce
or eliminate any obligation of the Company with respect to insurance under the Design Assist Services Agreement.

 

ARTICLE 6

TERM OF AGREEMENT

 

6.1 Term.
Subject to Section 9.11, the term of this Agreement shall commence on the date hereof and shall expire, without the
need for notice or further action from either Party, on December 31, 2034 (the “Expiration Date”), unless terminated
earlier in accordance with the terms of this Agreement or extended pursuant to Section 9.11 or otherwise as provided
for in this Agreement, (the term of this Agreement, as the same shall expire or be terminated or extended in accordance with the
provisions of this Agreement, the “Term”). Except as otherwise expressly provided herein, the rights granted to, and
the obligations imposed on, any Party hereto under this Agreement shall be effective and enforceable during the Term only.

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ARTICLE 7

TERMINATION

 

7.1 The
HOF Entities’ Termination Rights. The HOF Entities may terminate this Agreement by delivering written notice to the Company
in accordance herewith in the event that:

 

7.1.1 The
Company materially breaches any of its material covenants or agreements hereunder, including without limitation any failure by
the Company to pay when due any material amount due hereunder, which material breach remains uncured for sixty (60) days after
the Company’s receipt of written notice of such breach from the HOF Entities; provided, however, that as long
as the Company is diligently attempting to cure such breach (if curable), such sixty (60) day cure period shall be extended by
an additional period, not to exceed 60 days, as may be required to cure such breach; and/or

 

7.1.2 The
construction of the Village is not Substantially Completed on or before December 31, 2021.

 

7.2 The
Company’s Termination Rights. The Company may terminate this Agreement by delivering written notice to the HOF Entities
in accordance herewith in the event that:

 

7.2.1 The
HOF Entities (or either of them) materially breach any of their material covenants or agreements hereunder, which material breach
remains uncured for sixty (60) days after the HOF Entities’ receipt of written notice of such breach from the Company; provided,
however, that as long as the HOF Entities (or either of them) are diligently attempting to cure such breach (if curable),
such sixty (60) day cure period shall be extended by an additional period, not to exceed 60 days, as may be required to cure such
breach; and/or

 

7.2.2 The
construction of the Village is not Substantially Completed on or before December 31, 2021.

 

7.3 Effect
of Termination. At the end of the Term, or upon any sooner termination of this Agreement:

 

7.3.1 In
the case of expiration of the Term on the Expiration Date, and except as set forth in Section 7.3.3 or 7.3.4,
the HOF Entities shall have the right to continue to use the Co-Branded Village Marks, in typed or any then-current stylized form,
without alteration, for a period not to exceed three months. For purposes of such transitional use of the Co-Branded Village Marks
at the end of the Term, the quality control provisions set forth in Section 3.7 shall survive expiration of this Agreement.
After expiration of the transitional period provided in this Section 7.3.1, the HOF Entities shall have no right to
use the Co-Branded Village Marks, except as set forth in Section 7.3.3 or 7.3.4.

 

7.3.2 In
the case of a termination of this Agreement prior to the Expiration Date, and except as set forth in Section 7.3.3
or 7.3.4, the HOF Entities shall have the right to continue to use the Co-Branded Village Marks, in typed or any then-current
stylized form, without alteration, for a period not to exceed six months. For purposes of such transitional use of the Co-Branded
Village Marks, the quality control provisions set forth in Section 3.7 shall survive termination of this Agreement.
After expiration of the transitional period provided in this Section 7.3.2, the HOF Entities shall have no right to
use the Co-Branded Village Marks, except as set forth in Section 7.3.3 or 7.3.4.

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7.3.3 The
Parties may use the Co-Branded Village Marks indefinitely after the Term for informational, archival and historical reference purposes
including for (i) retrospective or commemorative events taking place at the Village and (ii) the preparation, publication, sale
or distribution of any material (including any literary, photographic, video, digital or any other works) that discuss or otherwise
depict the Village (including the depiction by the HOF Entities of any events that took place at the Village) and its history.

 

7.3.4 Notwithstanding
anything to the contrary in this Agreement, the HOF Entities shall be free to market and sell or otherwise dispose of then-existing
inventory containing the Co-Branded Village Marks until all of such inventory has been depleted; provided, however,
that the HOF Entities’ rights to sell any such inventory containing the Co-Branded Village Marks shall expire 9 months after
the expiration or termination of the Term.

 

7.3.5 Except
as otherwise set forth in this Section 7.3, no Party shall have the right to use the Co-Branded Village Marks, any
confusingly similar marks (excluding any parts thereof that constitute marks owned by such Party which are not Co-Branded Village
Marks) after the Term.

 

7.3.6 In
the event this Agreement expires upon the Expiration Date or upon the termination of this Agreement pursuant to Section 7.1.2,
7.2.1 or 7.2.2, the HOF Entities shall bear all costs and expenses associated with the removal and destruction of
the Co-Branded Village Marks from the Village and collateral and marketing materials. Upon the termination of this Agreement pursuant
to Section 7.1.1, the Company shall bear all costs and expenses associated with the removal and destruction of the
Co-Branded Village Marks from the Village and collateral and marketing materials.

 

7.3.7 Upon
termination or expiration of this Agreement (but following any transitional period provided for in Sections 7.3.1,
7.3.2 or 7.3.4), the HOF Entities shall promptly inactivate any Village Domain Names and Branded Social Media Accounts.
For a period of one year following the termination or expiration of this Agreement (but following any transitional period provided
for in Sections 7.3.1, 7.3.2 or 7.3.4)), the HOF Entities shall maintain all registrations for any such
(inactive) Village Domain Names and (inactive) Branded Social Media Accounts and, after expiration of the one year period, shall
cancel any such registrations with the appropriate registrars and social media providers. Thereafter, no Party may register or
use any of the Village Domain Names or Branded Social Media Accounts.

 

7.3.8 Upon
termination of this Agreement for any reason, (i) the Company will thereafter have no right to use in any manner any Intellectual
Property of either HOF Entity and (ii) neither HOF Entity will thereafter have any right to use in any manner any Intellectual
Property of the Company, in each case except as set forth in this Agreement.

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7.4 Survival.
Without limiting any provisions of this Agreement which, by their express terms, survive expiration or termination of this Agreement,
the following articles and sections shall survive any termination or expiration of this Agreement: ARTICLE 9 (other
than Section 9.11), Exhibit B, and Sections 3.1, 4.4 (with respect to any matters or occurrences
taking place prior to termination), 7.3 and 7.4 along with any other section which by its nature would be intended
to survive such termination or expiration.

 

ARTICLE 8

FINANCING PROVISIONS

 

8.1 Notice
and Right to Cure HOF Entity Defaults.

 

8.1.1 If
the Company receives a written notice complying with Section 9.2 of this Agreement signed by a HOF Entity and a Lender
identifying such Lender (a “Notifying Lender”) as holding a security interest in this Agreement or the project
that is the subject of this Agreement, the Company shall give to each Notifying Lender, at the address of the Notifying Lender
stated in the notice given by the Notifying Lender and a HOF Entity to the Company, and otherwise in the manner pursuant to the
provisions of Section 9.2 hereof, a copy of each notice given under Section 7.2 (“Default Notice”)
at the same time as it gives a Default Notice to the HOF Entities, and the Company shall not exercise its right to terminate this
Agreement under Section 7.2 unless and until the Company shall have given to each Notifying Lender notice and time
to cure in accordance with this Section 8.1. The initial written notice by a HOF Entity and a Notifying Lender shall
specifically identify this Agreement by name and execution date, and specifically reference that the notice is provided under Section 8.1.1
of this Agreement.

 

8.1.2 Each
Notifying Lender shall, in the case of any default by the HOF Entities (or either of them) under this Agreement, have a concurrent
period of thirty (30) days more than is given the HOF Entities, under the provisions of this Agreement, to cure such default or
cause it to be cured or to proceed under Section 8.1.4(ii).

 

(i) In
the event a Notifying Lender elects to proceed under Section 8.1.4(ii), such Lender shall provide the Company with
written notice of such election complying with Section 9.2 of this Agreement. Such written notice shall specifically
identify this Agreement by name and execution date, and specifically reference that the notice is provided under Section 8.1.2(i)
of this Agreement. The Company shall have the right, exercisable in its sole discretion within forty-five (45) days of receipt
of such written notice, to terminate this Agreement and/or to take any other action it deems appropriate by reason of any default
or “event of default” hereunder which occurred prior to the Company’s delivery of notice of the termination of
this Agreement.

 

(ii) At
any time after commencing to proceed in the manner described in Section 8.1.4(ii), a Notifying Lender may notify the
Company, in writing, that it has relinquished possession of the Village or that it will not institute foreclosure proceedings
or, if such proceedings shall have been commenced, that it has discontinued such proceedings, and, in either event the Notifying
Lender shall have no liability in connection therewith from and after the date on which it delivers notice to the Company. Thereupon,
the Company shall have the unrestricted right to terminate this Agreement and to take any other action it deems appropriate by
reason of any default or “event of default” hereunder which occurred prior to or after the Company’s delivery
of notice of the termination of this Agreement.

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8.1.3 The
Company shall not object to performance by the Notifying Lender of any covenant, condition or agreement on the HOF Entities’
part (or either HOF Entity’s part) to be performed hereunder, with the same force and effect as though performed by the HOF
Entities.

 

8.1.4 

 

(i) No
default by the HOF Entities (or either of them) shall be deemed to have occurred if, within the period set forth in Section 8.1.2,
any such default shall in fact be cured by a Notifying Lender.

 

(ii) In
the case of a default where possession of the Village is required in order to cure such default, the Notifying Lender may proceed
promptly to institute foreclosure proceedings, and prosecute the foreclosure proceedings in good faith and with reasonable diligence
to obtain possession of the Village and, upon obtaining possession of the Village, promptly commence to cure the default and prosecute
such cure to completion with reasonable diligence, provided, that, in the event such cure is not completed on or before 120 days
after the date of such default, the Company’s payment obligations under Section 2.1 of this Agreement shall be
suspended until such date as the Notifying Lender completes such cure or such default is otherwise cured (and upon such cure the
Company shall promptly pay to the Notifying Lender all amounts payable by the Company under Section 2.1 of this Agreement
for the period in which the Company’s payment obligations under Section 2.1 of this Agreement were suspended).
This Section 8.1.4(ii) is subject to the Company’s termination right and right to take any other action it deems
appropriate by reason of any default or “event of default” hereunder which occurred prior to or after the Company’s
delivery of notice of the termination as more particularly set forth in Section 8.1.2(i). For purposes of this Article 8,
the failure of the construction of the Village to be Substantially Completed on or before December 31, 2021 shall not be deemed
curable.

 

8.2 Execution
of New Agreement.

 

8.2.1 If
this Agreement is terminated pursuant to Section 7.2 or otherwise and the Notifying Lender has not had the opportunity
to cure set forth in Section 8.1, and the default leading to such termination is curable, the Company shall give prompt
notice thereof to each Notifying Lender. Such notice shall set forth in reasonable detail a description of all defaults, to the
actual knowledge of the Company, in existence at the time the Agreement was terminated by the Company.

 

8.2.2 If,
within thirty (30) days of the notice referred to in Section 8.2.1, a Notifying Lender shall request a new agreement
(which shall take the form of a direct agreement between the Company and a Lender or its designee), then within thirty (30) days
after the Company shall have received such request, the Company shall enter into good faith negotiations with the Notifying Lender
to enter into a new agreement for the Village for the remainder of the term with such Notifying Lender or its designee, which
new agreement shall contain all of the covenants, conditions, limitations and agreements contained in this Agreement.

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8.2.3 The
Company shall not be obligated to enter into a new agreement with a Notifying Lender or its designee pursuant to Section 8.2.2
unless the Notifying Lender, shall promptly after receipt from the Company of a statement of the default required to be cured,
cure all defaults then existing under this Agreement.

 

8.2.4 The
execution of a new agreement shall not constitute a waiver of any default existing immediately before termination of this Agreement.

 

8.3 Modifications.
If, in connection with obtaining financing, a Notifying Lender shall request reasonable modifications in this Agreement as a condition
to such financing, the Company shall not unreasonably withhold, delay or defer its consent thereto, provided that such modifications
do not increase the obligations of the Company hereunder or decrease the Company’s rights and remedies hereunder other than
to a de minimis extent, and provided further that any attorneys’ fees and disbursements reasonably incurred by the Company
in connection with such modifications to the Agreement shall be paid by the HOF Entities.

 

8.4 Estoppel
Certificates. The Parties hereby agree, at any time and from time to time, upon not less than ten (10) business days’
prior notice from any other Party, to execute, acknowledge and deliver to the other Parties, a statement in writing addressed to
such Party certifying that this Agreement is unmodified and in full force and effect (or, if there have been modifications, that
the same is in full force and effect as modified and stating the modifications), stating the dates to which the Fees and other
charges have been paid, stating whether or not to the actual knowledge of the signer of such certificate, there exists any default
in the performance of any covenant, agreement, term, provision or condition contained in this Agreement, and, if so, specifying
each such default of which the signer has actual knowledge, and certifying as to such other matters as the requesting Party, as
well as any Lender or any ground lessor may reasonably request, it being intended that any such statement delivered pursuant hereto
may be relied upon by such Party and by any Lender or prospective Lender, and by any landlord under a ground or underlying lease
affecting the Village.

 

8.5 Non-Disturbance
and Direct Recognition. Notwithstanding anything to the contrary in this Agreement, it is the intention of the Parties that
foreclosure against the HOF Entities (or either of them) or the Village shall not be deemed a basis on which this Agreement may
be terminated by Lender. If requested by the Company in the event of such foreclosure, the HOF Entities shall use commercially
reasonable efforts to assist the Company in its efforts to cause this Agreement to survive foreclosure against the HOF Entities
or the Village, as applicable. In addition, notwithstanding anything to the contrary set forth in Section 9.3.2, the
HOF Entities agree that prior to encumbering the Village with a security interest or otherwise transferring, assigning, conveying,
pledging or encumbering, in whole or in part, any and all of its rights under this Agreement or interests in the HOF Entities
to any Lender, the HOF Entities shall exercise commercially reasonable efforts to obtain a direct recognition agreement in form
reasonably acceptable to the Company whereby such Lender agrees that the Company’s rights under this Agreement shall not
be terminated so long as the Company is not in default of its obligations hereunder beyond the expiration of applicable notice
and cure periods.

    	26

     

    

8.6 Certain
Limitations. Nothing in this Agreement shall be deemed to authorize or permit any HOF Entity or Lender to put, impose or secure
any lien, claim or encumbrance on or against any asset or right of the Company or any of its Affiliates.

 

ARTICLE 9

MISCELLANEOUS PROVISIONS

 

9.1 Confidentiality.

 

9.1.1 Except
as expressly set forth herein, neither the HOF Entities nor the Company shall, and each Party shall cause its Affiliates and the
directors, officers, managers, employees, representatives and agents of such Party or any of its Affiliates not to, without the
written consent of the other Parties, make any announcement or other public disclosure, or private disclosure to any Person other
than the disclosing Party’s directors, officers, managers, employees, representatives or agents (each of whom shall be advised
of, and caused to comply with, the restrictions of this Section 9.1 by the disclosing Party), relating to the matters
contemplated herein, unless otherwise required by law or applicable stock exchange rule. In the event any Party determines that
it is required to make such an announcement or disclosure required by law or applicable stock exchange rule, it shall consult
with the other Parties in advance, to the extent reasonably practicable. Notwithstanding any provision herein to the contrary,
each Party (and its Affiliates and the directors, officers, managers, employees, representatives and agents of such Party or any
of its Affiliates) may make any announcement or other public disclosure, or private disclosure to any person or entity, of (a)
the existence of a definitive agreement between the Parties with respect to the naming rights and sponsorship of the Village,
(b) the approximate aggregate fees contemplated to be paid in connection therewith, (c) the duration of the contemplated term
of this Agreement and (d) such other terms as the Parties shall agree in writing may be so announced or disclosed, in each case
consistent with the terms set forth in this Agreement or as the Parties may otherwise agree. In addition, the HOF Entities may
disclose, without restriction, this Agreement and information concerning the transactions contemplated hereby to their respective
lenders, investors and prospective investors under confidentiality obligations, accountants and legal counsel and representatives
of any of the foregoing. The Parties acknowledge and agree that nothing in this Section 9.1 shall prohibit or preclude
a Party from complying with its obligations under applicable Law.

    	27

     

    

9.1.2 Each
party (“Receiving Party”) acknowledges that it has received or may receive proprietary and confidential information,
information constituting trade secrets and other information concerning the business, products, personnel, personally identifiable
information, property, organizational structure, financial affairs, customers, sales and marketing plans, strategies or operations
(collectively, “Confidential Information”) from the other party (“Disclosing Party”) under
this Agreement, regardless of whether such information is marked or identified as confidential. The Receiving Party agrees (a)
to keep all Confidential Information of the Disclosing Party in strict confidence, (b) not to disclose such Confidential Information
to any Person other than the Receiving Party’s Affiliates, officers, directors, managers, employees, agents and representatives
for use as contemplated by subsection (c) hereof , and (c) to use, and to cause its Affiliates, officers, directors, managers,
employees, agents and representatives to use, such Confidential Information only for the purpose of performing its obligations
under this Agreement and/or enjoying its rights as contemplated by this Agreement. The obligations under this Section 9.1.2
will survive the expiration or termination of this Agreement and will continue indefinitely with respect to Confidential Information
constituting a trade secret of each Party, and for five (5) years from the expiration or termination of this Agreement with respect
to all other Confidential Information. The restrictions and obligations set forth in this Section 9.1.2 will not apply:
(a) to information that is already publicly known at the time of its disclosure; (b) after such information becomes publicly known
through no fault of the Receiving Party; or (c) to information that the Receiving Party can establish by written documentation
was independently developed by or known to such Party without use of or reference to the Disclosing Party’s Confidential
Information.

 

9.2 Notices.
All notices to be sent to the Parties shall be addressed to the Parties at the addresses set forth below or at such other address
as the Parties shall designate in writing from time to time except that notices of change of address or addresses shall be effective
only upon receipt. All notices, demands, requests, consents, approvals and other communications hereunder shall be in writing and
shall be deemed to have been duly given if (a) personally delivered with proof of delivery thereof, (b) sent by United States certified
mail, return receipt requested, postage prepaid or (c) sent by reputable overnight courier service, in each case addressed to the
respective Parties as follows.

 

All such notices to the HOF Entities (or
either of them) shall be sent to:

 

National Football Museum, Inc.
d/b/a Pro Football Hall of Fame

2121 George Halas Drive Northwest

Canton, Ohio 44708

Attention: David Baker and Pat
Lindesmith

 

and

 

HOF Village,
LLC

c/o IRG
Realty Advisors

4020 Kinross
Lakes Parkway, Suite 200

Richfield,
Ohio 44286

Attention:
Tracy Green and Carol Smith

 

with a copy to:

Bryan Cave LLP

One Metropolitan Square

211 N. Broadway, Suite 3600

St. Louis, Missouri 63102

Attention: Ryan S. Davis

    	28

     

    

All such notices to the Company shall be
sent to:

 

Johnson Controls, Inc.

Corporate Brand & Marketing

5757 North Green Bay Avenue

Milwaukee, Wisconsin 53209

Attention: Kim Metcalf Kupres
and Don H. Polite

 

with a copy to:

 

Johnson Controls, Inc. Legal Department

5757 North Green Bay Avenue

Milwaukee, Wisconsin 53209

Attention: Commercial Transactions

 

Notices shall be deemed given when received
if delivered personally or by overnight courier, or if mailed then two (2) business days after such mailing in the United States,
with failure to accept delivery to constitute delivery for purposes hereof.

 

9.3 Assignment;
Affiliates; Operators; Managers.

 

9.3.1 No
Party shall have the right to assign, transfer or convey any of its rights or obligations hereunder without the prior written consent
of the other Parties; provided, however, that each Party shall have the right to assign, transfer or convey this
Agreement to the resulting entity in connection with a sale of all or substantially all of such Party’s assets without the
prior written consent of the other Parties. In the event of an assignment permitted under the proviso in the preceding sentence,
the assigning Party shall provide the other Parties with notice within thirty (30) days after the occurrence of any such assignment.
For purposes of this Agreement, a transfer of any or all of the equity interests in a Party (whether by sale, merger or otherwise)
shall not be considered an assignment, transfer and conveyance by such Party of any of its rights or obligations under this Agreement.
Any assignment, transfer or other conveyance in violation of the foregoing shall be null and void. This Agreement shall be binding
upon all successors and permitted assigns of the Parties.

 

9.3.2 Notwithstanding
anything in Section 9.3.1 to the contrary, the HOF Entities (or either of them) may, without a requirement to obtain
the Company’s (or the other HOF Entity’s) consent, transfer, assign, convey, pledge or encumber, in whole or in part,
any and all of its rights under this Agreement or interests in the HOF Entities (or such HOF Entity) to a Person (a “Lender”)
as security in connection with a loan transaction.

 

9.4 Entire
Agreement; Amendments. The entire understanding between the Parties relating to the subject matter hereof is contained in this
Agreement and the Exhibits attached hereto are hereby made a part of this Agreement. This Agreement supersedes all prior and contemporaneous
communications and agreements with respect to such subject matter, including without limitation all drafts of the Johnson Controls
Village Non-Binding Term Sheet dated prior to the date hereof and the Binding Short-Form Sponsorship and Naming Rights Agreement
dated October 20, 2016 among the Parties, each of which is hereby terminated and of no further force or effect. There are no representations,
warranties, terms, conditions, undertakings or collateral agreements, express, implied or statutory, among the Parties with respect
to the subject matter of this Agreement, other than as expressly set forth in this Agreement. This Agreement cannot be changed,
modified, amended or terminated except by an instrument in writing executed by all of the Parties.

    	29

     

    

9.5 Waiver.
No waiver, modification or cancellation of any term or condition of this Agreement shall be effective unless executed in writing
by the Party charged therewith. No written waiver shall excuse the performance of any act other than those specifically referred
to therein and shall not be deemed or construed to be a waiver of such terms or conditions for the future or any subsequent breach
thereof.

 

9.6 Relationship
of Parties. There is no relationship of agency, partnership, joint venture, employment, or franchise among the Parties as a
result of this Agreement. No Party shall have any right, power or authority to obligate or bind any other in any manner whatsoever
as a result of this Agreement, and except as provided for in this Agreement, nothing herein contained shall give or is intended
to give any rights of any kind to any third persons.

 

9.7 Governing
Law. This Agreement shall be governed by and construed in accordance with the laws of the State of Ohio, without regard to
principles of conflicts of laws. The United Nations Convention on Contracts for the International Sale of Goods shall not apply
to this Agreement.

 

9.8 Dispute
Resolution. Except as provided in this Section 9.8 and subject to Section 1.10.3, any dispute arising
out of or relating to this Agreement or the breach or termination hereof (each, a “Dispute”) shall be addressed
and resolved only as follows:

 

9.8.1 The
Parties shall first negotiate for a period of not less than thirty (30) days in a good faith attempt to resolve such Dispute.

 

9.8.2 If
such good faith negotiations do not result in resolution, any Party may, by notice to all other Parties, then refer the Dispute
to an independent facilitator or mediator for non-binding mediation. The independent mediator shall be designated by agreement
of the Parties. If the Parties cannot agree on a mediator, each of the Company, on the one hand, and the HOF Entities, on the other
hand, shall designate a mediator and such two designated mediators will jointly select the mediator (which jointly selected mediator
shall serve as the sole mediator with respect to such Dispute). If the two designated mediators are unable to agree on a mediator,
then the President of the American Arbitration Association in the State of Ohio (or his/her designee) will select the independent
mediator. Each Party shall bear its respective mediation expenses and costs, including attorneys’ fees, and shall share the
mediator’s fees and expenses as determined by the mediator.

    	30

     

    

9.8.3 If
the mediation is unsuccessful within ninety (90) days of the commencement of such non-binding mediation, then the Dispute shall
be finally resolved by submission to binding arbitration in the State of Ohio in accordance with the commercial arbitration rules
then in effect of the American Arbitration Association. The arbitrator shall be designated by agreement of the Parties. If the
Parties cannot agree on an arbitrator, each of the Company, on the one hand, and the HOF Entities, on the other hand, shall designate
an arbitrator and such two designated arbitrators will jointly select the arbitrator (which jointly selected arbitrator shall serve
as the sole arbitrator with respect to such Dispute). If the two designated arbitrators are unable to agree on an arbitrator, then
the President of the American Arbitration Association in the State of Ohio (or his/her designee) will select the arbitrator. The
Parties consent to the jurisdiction of the State Courts of the State of Ohio and of the United States District Court for the Northern
District of the State of Ohio for injunctive, specific enforcement or other relief in connection with the arbitration proceedings
or to enforce judgment of the award in such arbitration proceeding, but not otherwise. The award entered by the arbitrator shall
be final and binding on all of the Parties except in the case of manifest error or disregard of the law. Each Party shall bear
its respective arbitration expenses and costs, including attorneys’ fees, and shall share the arbitrator’s fees and
expenses as determined by the arbitrator. The arbitrator shall not award punitive, exemplary or consequential damages. Nothing
contained in this Section 9.8 is intended to expand any substantive rights any Party may have under other Sections
of this Agreement. Notwithstanding the foregoing, nothing herein shall preclude equitable or other judicial relief to enforce the
provisions of Section 9.1 or to preserve the status quo pending the resolution of any Dispute hereunder.

 

9.9 Waiver
of Jury Trial. THE PARTIES AGREE AND ACKNOWLEDGE THAT THEY HEREBY WAIVE THEIR RESPECTIVE RIGHTS TO A JURY TRIAL OF ANY CLAIM
OR CAUSE OF ACTION ARISING OUT OF OR RELATED TO THIS AGREEMENT. The scope of this waiver is intended to be all-encompassing of
any and all disputes, including contract claims, tort claims, and all other common law and statutory claims. This waiver is irrevocable,
and shall apply to any subsequent amendments, renewals, or modifications to this Agreement or any exhibit to this Agreement.

 

9.10 Severability.
If any provision of this Agreement or any part, portion or the scope of any such provision is or becomes or is deemed invalid,
illegal or unenforceable under the applicable laws or regulations of any jurisdiction, then either such provision or part, portion
or scope shall be deemed amended to conform to such laws or regulations without materially altering the intention of the Parties
or it shall be stricken and the remainder of this Agreement shall remain in full force and effect.

 

9.11 Force
Majeure.

 

9.11.1 Fire
or Other Damage to Village. If (after its construction is Substantially Completed) the Village is damaged by fire, earthquake,
act of God, the elements or other casualty or is condemned by an authority exercising the powers of eminent domain or the Village
is transferred in lieu of the exercise of such power so as to render the Village unusable for its intended purpose at any time
during the Term, then the HOF Entities shall have the option, but not the obligation, to repair the damage or loss. The HOF Entities
shall notify the Company as to whether the HOF Entities shall effect such repair and restoration within ninety (90) days after
the casualty. If the HOF Entities notify the Company that the HOF Entities are electing to effect such repairs and restoration,
this Agreement shall continue in full force and effect; provided, however, that (unless the Parties otherwise agree in writing
to a refund or “make good” in lieu of an extension of the Term) the Term shall be extended by such number of days as
equals the length of the period from the date of the event until such repairs and restoration are complete pursuant to Section 9.11.3.
If the HOF Entities notify the Company that the HOF Entities are electing not to effect such repairs and restoration, then this
Agreement and all rights granted hereunder shall terminate as of the date of such fire or other casualty.

    	31

     

    

9.11.2 Other.
Except as otherwise set forth in Section 9.11.1 hereof, no Party shall be liable or responsible for any failure to
perform its obligations hereunder, which failure is caused or brought about in any manner beyond the control of such Party, including,
but not limited to, the breakdown or failure of apparatus, equipment, or machinery employed in its supply of said services, any
temporary stoppage for the repair, improvement or enlargement thereof, or any other act or condition beyond its reasonable control,
other than such Party’s inability to perform payment obligations.

 

9.11.3 Tolling.
In the event (a) the construction of the Village is not Substantially Completed on or before December 31, 2020 or (b) the Village
is not usable for a period of at least ninety (90) days as a result of the events described under Section 9.11.1 or
Section 9.11.2, and unless this Agreement shall have been terminated in accordance with its terms (or unless the Parties
otherwise agree in writing to a refund or “make good” in lieu of an extension of the Term), the Term shall be extended
(a) for that period of time after December 31, 2020 for which the Village was not Substantially Completed or (b) for that period
of time which the Village was not usable, as applicable, and the start and end dates of each period shall be adjusted to reflect
the number of days (a) after December 31, 2020 for which the Village was not Substantially Completed or (b) which the Village was
not usable for all purposes of this Agreement. For the avoidance of doubt, in the event (i) the construction of the Village is
not Substantially Completed on or before December 31, 2020 or (ii) the Village is not usable for a period of at least ninety (90)
days as a result of the events described under Section 9.11.1 or Section 9.11.2, and unless this Agreement
shall have been terminated in accordance with its terms (or unless the Parties otherwise agree in writing to a refund or “make
good” in lieu of an extension of the Term), the Company’s payment obligations pursuant to Section 2.1 hereof
shall be suspended during the period (i) commencing on December 31, 2020 and concluding on the date on which construction of the
Village is Substantially Completed or (ii) commencing ninety (90) days after the date as of which the Village is not usable as
a result of the events described under Section 9.11.1 or Section 9.11.2 and concluding thereafter on the
date as of which the Village is usable following such event, as applicable, and shall be restored immediately upon the conclusion
of the applicable period described in this sentence.

 

9.12 Not
a Lease or License of the Village. This Agreement will not constitute a lease or license of any part of the Village.

 

9.13 Approvals.
All approval rights granted to any Party hereunder may be exercised in the sole discretion of the Party exercising such approval
right unless otherwise expressly provided herein.

 

9.14 Counterparts.
This Agreement may be executed in counterparts, each of which shall be deemed an original for all purposes and which collectively
shall constitute one and the same agreement. A facsimile or electronic copy of any such executed counterpart shall be deemed an
executed original.

    	32

     

    

9.15 Expenses.
Except as otherwise provided herein, all fees, costs and expenses (including fees, costs and expenses of legal counsel and/or financial
advisors) incurred in connection with this Agreement shall be paid by the Party incurring such fees, costs or expenses.

 

9.16 Headings.
The headings used in this Agreement are solely for convenience and shall not affect the meaning or interpretation of the provisions
set forth herein.

 

9.17 Third
Party Beneficiaries. Except as otherwise expressly set forth in this Agreement, including without limitation in Section 4.4
hereof, (i) this Agreement is intended only for the benefit of the Parties, the Designated Subsidiaries, the Affiliates of the
HOF Entities and any successors or permitted assigns as expressly provided for in this Agreement, (ii) no other Person is intended
to be benefited in any way by this Agreement and (iii) this Agreement shall not be enforceable by any other Person. Any claim by
any third party beneficiary is subject to all defenses available to a Party for any breaches or other failures to perform by another
Party to this Agreement.

 

9.18 HOF
Entity Rights and Obligations. The Parties acknowledge and agree that rights vested in the HOF Entities collectively under
this Agreement shall be deemed vested in each HOF Entity and its Affiliates and that obligations of the HOF Entities collectively
under this Agreement may be satisfied by either HOF Entity or any of their Affiliates. Without limiting the generality of the foregoing,
while certain rights set forth in this Agreement are contemplated to be provided by HOFV and other rights set forth in this Agreement
are contemplated to be provided by PFHOF (or by both HOF Entities), each of such rights may be provided by HOFV, PFHOF and/or any
of their respective Affiliates.

 

9.19 Remedies
Cumulative. All remedies available at law or in equity to any Party for breach of this Agreement are cumulative and may be
exercised concurrently or separately, and the exercise of any one remedy shall not be deemed an election of such remedy to the
exclusion of other remedies, provided, however, that, notwithstanding anything to the contrary in this Agreement, no Party shall
be liable to or otherwise responsible to any other Person pursuant to this Agreement for consequential, incidental, punitive or
special damages or for diminution in value or lost profits that arise out of or relate to this Agreement or the performance or
breach hereof. It is understood and agreed that money damages would not be a sufficient remedy for any breach or threatened breach
of Section 9.1 by any Party and that the Parties will be entitled to seek equitable relief, including injunction and
specific performance, as a remedy for any such breach. Such remedies will not be deemed to be the exclusive remedies for a breach
by any Party of Section 9.1 but will be in addition to all other remedies available at law or equity to the non-breaching
Parties. The Parties agree that no Party will be required to obtain, furnish or post any bond or similar instrument in connection
with or as a condition to obtaining any remedy referred to in this Section 9.19, and the Parties waive any rights they
may have to require any other Party to obtain, furnish or post any such bond or similar instrument.

 

[Remainder of page intentionally
left blank; signature page attached.]

    	33

     

    

IN WITNESS WHEREOF,
the Parties have executed this Agreement as of the day and year first written above.

 

THIS AGREEMENT CONTAINS A
BINDING ARBITRATION PROVISION WHICH MAY BE ENFORCED BY THE PARTIES.

 

	 	HOFV:
	 	 
	 	HOF VILLAGE, LLC, a Delaware limited liability Company
	 	 
	 	By:	IRG Canton Village Manager, LLC, a Delaware limited liability company, its Manager
	 	 	 	 
	 	 	By:	/s/
	 	 	 	Name:
	 	 	 	Title
	 	 
	 	PFHOF:
	 	 
	 	NATIONAL FOOTBALL MUSEUM, INC. D/B/A PRO FOOTBALL HALL OF FAME, an Ohio corporation
	 	 	 	 
	 	 	By:	/s/
	 	 	 	Name:
	 	 	 	Title
	 	 
	 	COMPANY:
	 	 
	 	JOHNSON CONTROLS, INC., a Wisconsin corporation
	 	 	 	 
	 	 	By:	/s/
	 	 	 	Name:
	 	 	 	Title

    	34

     

    

EXHIBIT
A

 

VILLAGE
RENDERINGS; ENTITLEMENT AREAS 

 

Please see attached.

    	 

     

    

JOHNSON CONTROLS HALL OF FAME
VILLAGE

approximately 90 acres

 

    	 

     

    

 

    	 

     

    

Pro Football Hall of Fame Village

Map Legend

 

Phase I

 

1A — Tom Benson Stadium — Will
have capacity of 23,000 when completed in 2018

 

		·	Demo and reconstruction of North Stands,
North Concourse. Lowered field 14 feet.

		o	Construction started September 2015 — Completion
August 2016

 

1B — HOF Village Youth Sports Complex
8 total fields when completed in 2018

 

		·	Construction of 2 new youth fields that are
lit, bleacher seating and turf fields

		o	Construction started September 2015 — Completion
June 2016

 

Phase II

 

2A — Tom Benson Stadium

 

		·	Demo and reconstruction
of South and West stands. New press box including suites and roof top cabanas.

		o	Construction started August 2016 — Projected completion
July 2017

 

2E3— HOF Village Youth Sports Complex

 

		·	Construction of 2 new youth fields that are
lit, bleacher seating and turf fields

		o	Construction started September 2016 — Projected completion
May 2017

 

2C — HOF Hotel and Conference Center
and Retail

 

		·	Construction of a 5 star, 243 key hotel with
20,000 square feet of conference space. Includes 55,000-Fsf of retail including a restaurant, the World’s Greatest Sports
Bar and a 900 car parking deck

		o	Projected construction start date October 2016 —
Projected completion June 2018

 

2D — Center for Excellence

 

		·	125,000sf of Class A office/medical building
and 300 car parking deck

		o	Projected construction start date October 2016 —
Projected completion June 2018

 

2E — Residential/Retail Component

 

		·	15,000 — 20,000 sf of retail with
3 floors of market rate apartments and condos

		o	Projected construction start date April 2017 — Projected
completion June 2018

    	38

     

    

Phase III

 

3A — Tom Benson Stadium

 

		·	Installation
of permanent seating on the East End Zone and scoreboard

		o	Projected construction start date August 2017 — Projected completion July 2018

 

38 — HOF Village Youth
Sports Complex

 

		·	Construction
of 3 new youth fields and renovation of the existing Don Scott field

		o	Projected construction start date September 2017 — Projected completion May 2018

 

3C — Center for Performance
(Arena)

 

		·	80,000
— 100,000 sf building inclusive of a 5,000-6,000 seat arena

		o	Projected construction start date 3rd quarter 2017 — Projected
completion 1st quarter 2019

 

3D -. Legends Landing

 

		·	Assisted
living, memory care facility

		o	Projected construction start date 4th quarter 2017 — Projected
completion 1st quarter 2019

 

3E — HOF Experience

 

		·	200,000
sf immersive attraction including interactive rides and an indoor waterpark

		o	Projected construction start date 3rd quarter 2017 — Projected
completion 1st quarter 2019

    	39

     

    

 

EXHIBIT
B

 

DEFINITIONS

 

Acquiror has the meaning provided in
Section 1.1.4.

 

Activation Proceeds has the meaning
provided in Exhibit D.

 

Advertising Material/Artwork has the
meaning provided in Section 1.5.2. 

 

Advertising Signs has the meaning provided
in Section 1.3.

 

Affiliate means, with respect to any
Person, any other Person that Controls, is Controlled by, or is under common Control with, such Person.

 

Agreement has the meaning provided
in the preamble.

 

Branded Social Media Accounts has the
meaning provided in Section 3.6.2.

 

Branded Takeover Proceeds has the meaning
provided in Exhibit D.

 

Category has the meaning provided in
Section 1.10.4.

 

Claims has the meaning provided in
Section 4.4.1.

 

Co-Branded Village Logos means the
logos for the Village as agreed to by the Parties from time to time pursuant to the terms of this Agreement.

 

Co-Branded Village Marks has the meaning
provided in Section 1.3.

 

Co-Branded Village Merchandise means
merchandise and apparel of the type commonly sold at venues similar to the Village and gift shops, including, solely by way of
example, tag-on merchandise, t-shirts and other clothing, key chains, miniature forms of the Village, desk accessories and toys,
that bear or display the Village Name or a Co-Branded Village Logo. Without limiting the generality of the foregoing, Co-Branded
Village Merchandise shall include, without limitation, any merchandise, photographs or other items produced and sold which bears
the Village Name or a Co-Branded Village Logo. For the avoidance of doubt, no merchandise, photograph or other item produced and
sold which does not bear the Village Name or a Co-Branded Village Logo shall be deemed Co-Branded Village Merchandise.

 

Company has the meaning provided in
the preamble.

 

Company Marks means the Intellectual
Property set forth on Exhibit N.

 

Confidential Information has the meaning
provided in Section 9.1.2.

 

Control means, with respect to any
Person, either (a) the direct or indirect ownership of, or beneficial interest in, more than fifty percent (50%) of the ownership
interests in such Person or (b) the power directly or indirectly to direct the management and affairs of such Person, whether through
the ability to exercise voting power, by contract or otherwise, including the right to make (or approve) substantially all of the
major decisions to be made by such Person.

    	40

     

    

Default Notice has the meaning provided
in Section 8.1.1.

 

Design Assist Services Agreement means
that certain Design Assist Services Agreement dated as of October 20, 2016 by and between HOFV and the Company, as the same shall
be amended from time to time.

 

Designated Subsidiary means any of
the subsidiaries of the Company which are listed on Exhibit 0 hereto (as the same may be amended in writing from time to
time in good faith by mutual agreement of the Parties, it being agreed that the Parties will work together in good faith throughout
the Term to determine which Designated Subsidiaries are permitted to receive such limited pass-thru rights during the Term as have
been requested by the Company and approved by the HOF Entities as described in Exhibit D).

 

Disclosing Party has the meaning provided
in Section 9.1.2. 

 

Dispute has the meaning provided in
Section 9.8.

 

Earlier Agreement has the meaning provided
in Section 1.10.3. 

 

Excluded Sponsor has the meaning provided
in Section 1.10.3. 

 

Expiration Date has the meaning provided
in Section 6.1. 

 

Fees has the meaning provided in Section
2.1.

 

Founding Sponsor, as used in this Agreement
and solely for purposes of this Agreement, means a Person who, prior to the date as of which the Village shall have been Substantially
Completed, shall have entered into a sponsorship or similar agreement with the HOF Entities (or either of them) (i) having a term
of not less than 10 years, (ii) providing such Person with sponsorship rights across the Village and the Museum, (iii) providing
such Person with the right to a landmark or entitlement within the Village and (iv) providing such Person exclusivity within any
of the following categories: airline, alcoholic beverage, automotive, banking, consumer electronics/technology, insurance, jewelry,
non-alcoholic beverage, nutrition, retail, sports apparel, telecom and/or tire.

 

Governmental Authority means any federal,
state, local or regional authority, quasi-governmental authority, instrumentality, court, commission, tribunal or organization
or any regulatory, administrative or other agency, or any political or other subdivision, department or branch of any of the foregoing
having jurisdiction over any Person or the Village.

 

HOF Entities has the meaning provided
in the preamble.

 

HOF Entity Marks means the Intellectual
Property set forth on Exhibit P.

 

HOFV has the meaning provided in the preamble.

    	41

     

    

Indemnified Party has the meaning provided
in Section 4.4.3. 

 

Indemnifying Party has the meaning
provided in Section 4.4.3. 

 

Initial Signage Costs has the meaning
provided in Section 1.5.3. 

 

Initial Signage Credit has the meaning
provided in Section 1.5.3.

 

Intellectual Property means trademarks,
service marks, trade dress, logos, trade names, internet domain names and corporate names, together with all translations, adaptations,
derivations and combinations thereof, and all other identifying indicia; all works of authorship and copyrights; all inventions
(whether patentable or unpatentable) and all patents; all trade secrets and confidential business information; all software and
firmware (including data, databases and related documentation); and all documents, records and files relating to all intellectual
property described herein

 

Laws means all laws, ordinances, orders,
rules, regulations and requirements of all Federal, State and Municipal governments and appropriate departments, boards and officers
thereof, and of the insurance organization having jurisdiction thereof.

 

Lender has the meaning provided in
Section 9.3.2.

 

Museum has the meaning provided in
the recitals.

 

NCAA has the meaning provided in Section
1.10.6.

 

Notifying Lender has the meaning provided
in Section 8.1.1.

 

Other Naming Rights has the meaning
provided in Section 1.1.5.

 

Parties has the meaning provided in
the preamble.

 

Permitted Restrictions has the meaning
provided in Section 1.10.6.

 

Person means an individual, corporation,
partnership, limited liability company, joint venture, estate, trust, unincorporated association or other entity; any federal,
state, county or municipal government or any bureau, department or agency thereof; and any fiduciary acting in such capacity on
behalf of any of the foregoing.

 

PFHOF has the meaning provided in the
preamble.

 

Proposed Name Change has the meaning
provided in Section 1.1.4.

 

Receiving Party has the meaning provided
in Section 9.1.2.

 

Substantially Completed means that
a temporary certificate of occupancy or permanent certificate of occupancy with respect to the entire Village, or the accumulation
of partial certificates of occupancy aggregating to substantially the entire Village, has been issued by the appropriate Governmental
Authority, which certificate of occupancy may contain a “punchlist.”

    	42

     

    

Term has the meaning provided in Section
6.1.

 

Third Party Sponsorship has the meaning
provided in Section 1.10.3.

 

Third Person has the meaning provided
in Section 4.4.3.

 

Third Person Claim has the meaning
provided in Section 4.4.3.

 

Valuation Auditor has the meaning provided
in Section 1.9.

 

Village has the meaning provided in
the recitals.

 

Village Branding has the meaning provided
in Section 1.3.

 

Village Domain Names has the meaning
provided in Section 3.6.1.

 

Village Events means a sporting activity,
exhibition or game, musical concert, theater event, convention, trade show, tour, charitable event, political event, religious
gathering or any other event which takes place at the Village.

 

Village Logo has the meaning provided
in Section 1.2.

 

Village Name means the name for the
Village designated by the Company from time to time pursuant to the terms of this Agreement.

 

Village Website has the meaning provided
in Section 3.6.1.

 

The words “hereof”, “herein”
and “hereunder” and words of like import used in this Agreement shall refer to this Agreement as a whole and not to
any particular provision of this Agreement. The captions herein are included for convenience of reference only and shall be ignored
in the construction or interpretation hereof. References to Articles, Sections, and Exhibits are to Articles, Sections and Exhibits
of this Agreement unless otherwise specified. Any capitalized terms used in any Exhibit but not otherwise defined therein shall
have the meaning as defined in this Agreement. Any singular term in this Agreement shall be deemed to include the plural, and any
plural term the singular. Whenever the words include”, “includes” or “including” are used in this
Agreement, they shall be deemed to be followed by the words “without limitation”, whether or not they are in fact followed
by those words or words of like import. “Writing”, `written’ and comparable terms refer to printing, typing and
other means of reproducing words (including electronic media) in a visible form. References to any Person include the successors
and permitted assigns of that Person. References from or through any date mean, unless otherwise specified, from and including
or through and including, respectively.

    	43

     

    

EXHIBIT
C

 

CO-BRANDED
VILLAGE LOGOS

 

Please see attached.

 

[Note: Any logos which are hereafter
approved by the Parties for use as a Co-Branded Village Logo shall be attached hereto following such approval.]

    	44

     

    

EXHIBIT
D

 

SPONSORSHIP
INVENTORY

 

[Redacted]

    	45

     

    

EXHIBIT
E

 

EXCLUDED
PRODUCT CATEGORIES 

 

[Redacted]

    	46

     

    

EXHIBIT
F

 

EXCLUDED
SPONSORS

 

[Redacted]

    	47

     

    

EXHIBIT
G

 

INCLUDED
PRODUCT CATEGORIES

 

[Redacted]

    	48

     

    

EXHIBIT
H

 

HOFV
SPONSORSHIP FEES AND PAYMENT PROCEDURES

 

[Redacted]

    	49

     

    

EXHIBIT
I

 

VILLAGE
DOMAIN NAMES

 

	ORDERED DOMAIN NAMES
	domain .COM

JOHNSONCONTROLSHALLOFFAMEVILLAGE.COM
	domain .NET

JOHNSONCONTROLSHALLOFFAMEVILLAGE.NET
	domain .COM

JCIPFHOFV.COM
	domain .NET

JCIPFHOFV.NET
	domain .COM

JCIPROFOOTBALLHALLOFFAMEVILLAGE.COM
	domain .NET

JCIPROFOOTBALLHALLOFFAMEVILLAGE.NET
	domain .COM

JOHNSONCONTROLSPFHOFV.COM
	domain .NET

JOHNSONCONTROLSPFHOFV.NET
	domain .COM

JCPFHOFV.COM
	domain .NET

JCPFHOFV.NET
	domain .COM

JCPROFOOTBALLHALLOFFAMEVILLAGE.COM
	domain .NET

JCPROFOOTBALLHALLOFFAMEVILLAGE.NET
	domain .COM

JCIPFHOF.COM
	domain .NET

JCIPFHOF.NET
	domain .COM

JCIPROFOOTBALLHALLOFFAME.COM
	domain .NET

JCIPROFOOTBALLHALLOFFAME.NET

    	50

     

    

	ORDERED DOMAIN NAMES
	domain .COM

JOHNSONCONTROLSPFHOF.COM
	domain .NET

JOHNSONCONTROLSPFHOF.NET
	domain .COM

JOHNSONCONTROLSHALLOFFAME.COM
	domain .NET

JOHNSONCONTROLSHALLOFFAME.NET
	domain .COM 

JCIHOV.COM
	domain .NET 

JCIHOV.NET
	domain .COM

JOHNSONCONTROLSHOFVILLAGE.COM
	domain .NET

JOHNSONCONTROLSHOFVILLAGE.NET

    	51

     

    

EXHIBIT
J

 

HOF
ENTITY MARK STYLE GUIDE

 

[Redacted]

    	52

     

    

EXHIBIT
K

 

COMPANY
MARK STYLE GUIDE

 

[Redacted]

    	53

     

    

EXHIBIT L

 

CO-BRANDED VILLAGE MARK STYLE GUIDE

 

[Redacted]

    	54

     

    

EXHIBIT
M-1

 

COMPANY
ADDITIONAL INSUREDS

 

Johnson Controls, Inc.

 

Any and all of its Affiliates

    	55

     

    

EXHIBIT
M-2

 

HOF
ENTITY ADDITIONAL INSUREDS

 

HOFV

 

PFHOF

 

IRG

 

IRG Realty Advisors

 

IRG Canton Village Member,
LLC

 

IRG Canton Village Manager,
LLC

 

Hall of Fame Village, Inc.

 

Any and all of their respective
Affiliates

    	56

     

    

EXHIBIT
N

 

COMPANY
MARKS

 

JOHNSON CONTROLS

 

All other marks and logos
included in the “style guide” attached as Exhibit K.

    	57

     

    

EXHIBIT
O

 

DESIGNATED
SUBSIDIARIES

 

Company subsidiaries (i) whose products and
services (e.g. York) are integrated into the Village and/or (ii) brands are within the sub-categories listed on Exhibit G, including
(A) Metasys Building Automation, (B) Simplex Fire Alarm and Detection, (C) Tyco Mass Notification, (D) Tyco Integrated Security
(Access Control, Video Surveillance, Intrusion Detection) and (E) Tyco Retail Solutions.

    	58

     

    

EXHIBIT
P

 

HOF
ENTITY MARKS

 

PFHOF

 

		·	PFHOF logos and/or marks as stated in the “style guide” attached
as Exhibit J 

 

		·	Other logos and/or marks, if any, as shall be approved by PFHOF from time
to time

 

HOFV

 

		·	HOFV logos and/or marks as stated in the “style guide” attached
as Exhibit J 

 

		·	HALL OF FAME VILLAGE

 

		·	PRO FOOTBALL HALL OF FAME VILLAGE

 

		·	HALL OF FAME EXPERIENCE

 

		·	LEGENDS LANDING

 

		·	PLAYER CARE CENTER

 

		·	CENTER FOR PLAYER CARE

 

		·	HALL OF FAME HOTEL

 

		·	CENTER FOR EXCELLENCE

 

		·	TOM BENSON STADIUM

 

		·	MAIN STREET HALL OF FAME

 

		·	CENTER FOR PERFORMANCE (ARENA)

 

		·	YOUTH SPORTS COMPLEX

 

		·	Marks related to the hotel and conference center (subject to any limitations
imposed by the applicable brand)

 

		·	Other logos and/or marks, if any, as shall be approved by HOFV from time to
time

    	59

     

    

EXHIBIT
Q

 

ENTITLEMENT
SIGNAGE PACKAGE

 

[Redacted]

    	60

     

    

EXHIBIT R

 

GOLD
JACKET RATE CARD FOR [***]

 

[Redacted]

 

61

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