SEC Contract Filing

Filing Date: 2021-05-13

Document Content:
<DOCUMENT>
<TYPE>EX-10.1
<SEQUENCE>2
<FILENAME>exhibit10-1.htm
<DESCRIPTION>EXHIBIT 10.1
<TEXT>
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 <title>The Alkaline Water Company Inc.: Exhibit 10.1 - Filed by newsfilecorp.com</title>
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 <p style="margin-bottom: 0pt; text-align: center;"><img src="exhibit10-1x001.jpg" style="width: 133px;" height="88"></p>
 <p style="text-align: center;"><b>ENDORSEMENT AGREEMENT</b></p>
 <p style="text-align: justify;">THIS ENDORSEMENT AGREEMENT (the or this "<u>Agreement</u>") is effective as of the date of full execution hereof ("<u>Effective Date</u>"), and is entered into by and between <b>ABG-Shaq, LLC</b>, a Delaware limited liability company with an address of c/o Authentic Brands Group, LLC, 1411 Broadway, 21<sup>st</sup> Floor New York, NY 10018 ("<u>ABG</u>" or a "<u>Party</u>") and <b>The Alkaline Water Company, Inc. d/b/a Alkaline88,</b> a Nevada corporation with an address at 8541 E. Anderson Drive, Suite 100/101, Scottsdale, AZ 85255 ("<u>Company</u>" or a "<u>Party</u>" and together with ABG, the "<u>Parties</u>").</p>
 <p style="margin-left: 18pt; text-indent: -18pt; text-align: justify;">1.<font style="width: 9.66pt; text-indent: 0pt; display: inline-block;">&#160;</font><u>Definitions</u>.</p>
 <p style="text-indent: 18pt; text-align: justify;">(a)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Advertising &amp; Promotion</u>" shall be defined as any and all of Company's advertising, marketing and promotional efforts made for purposes of selling Endorsed Products (as hereinafter defined), including, without limitation, television advertising (e.g., commercials, etc.), digital advertising (e.g., search engine optimization, search engine marketing, etc.), internet media (e.g., social media, Company's website, etc.), and public relations.</p>
 <p style="text-indent: 18pt; text-align: justify;">(b)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Business</u>" shall be defined as Company's business operation relating to the Endorsed Products and otherwise under this Agreement.</p>
 <p style="text-indent: 18pt; text-align: justify;">(c)<font style="width: 15.34pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Calendar Quarter</u>" shall be defined as the following three (3) month periods during a given calendar year: from July 1 through September 30; from October 1 through December 31; from January 1 through March 31; and from April 1 through June 30.</p>
 <p style="text-indent: 18pt; text-align: justify;">(d)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Endorsed Products</u>" shall be defined as Company's 'ALKALINE88' branded Products (as hereinafter defined).</p>
 <p style="text-indent: 18pt; text-align: justify;">(e)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Licensed Property</u>" shall be defined as the rights in and to the following: (i) the image, likeness, voice, and persona of Personality (as hereinafter defined); and/or (ii) the rights in and to the 'SHAQUILLE O'NEAL' trademarks, whether registered under applicable laws of the Territory (as hereinafter defined) and/or protected under common law of the Territory, to the extent recognized.</p>
 <p style="text-indent: 18pt; text-align: justify;">(f)<font style="width: 17.56pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Personality</u>" shall be defined as retired professional basketball player, Shaquille O'Neal.</p>
 <p style="text-indent: 18pt; text-align: justify;">(g)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Products</u>" shall be defined as bottled water.</p>
 <p style="text-indent: 18pt; text-align: justify;">(h)<font style="width: 14.78pt; text-indent: 0pt; display: inline-block;">&#160;</font> "<u>RoyaltyZone</u>" shall be defined as ABG's current (as of the Effective Date) preferred royalty reporting and approvals submission software, a detailed explanation of which can be found at www.royaltyzone.com.</p>
 <p style="text-indent: 18pt; text-align: justify;">(i)<font style="width: 17.62pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Social Media Accounts</u>" shall be defined as the following pages/accounts controlled by ABG and/or Personality:</p>
 <p style="text-indent: 45pt; text-align: justify;">(i)<font style="width: 18.12pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Facebook</u>" shall be defined as the page located at www.facebook.com/shaq;</p>
 <p style="text-indent: 45pt; text-align: justify;">(ii)<font style="width: 15.9pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Instagram</u>" shall be defined as the page located at www.instagram.com/shaq and Personality's Instagram account (@shaq);</p>
 <p style="text-indent: 45pt; text-align: justify;">(iii)<font style="width: 13.67pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Twitter</u>" shall be defined as the page located at www.twitter.com/shaq and Personality's Twitter account (@shaq); and</p>
 <p style="text-indent: 45pt; text-align: justify;">(iv)<font style="width: 13.12pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>TikTok</u>" shall be defined as the page located at www.tiktok.com/shaq and Personality's TikTok account (@shaq).</p>
 <p style="text-indent: 18pt; text-align: justify;">(j)<font style="width: 18.12pt; text-indent: 0pt; display: inline-block;">&#160;</font>"<u>Term</u>" shall be defined as the period beginning on the Effective Date and, unless sooner terminated pursuant to the terms hereof, ending on May 1, 2024, with each 'Contract Year' included therein being defined as the following:</p>
 <p style="margin-left: 72pt; text-indent: -27pt; text-align: justify;">(i)<font style="wid