Normally it is not the policy of the research institutions to accept restrictions on their freedom to collaborate with companies that are rivals to the current collaborator.
If, as a rare exception, a research institution agrees to competitive restrictions, they must be well-founded economically and strategically.
The company ought to pay for any competitive restrictions.
Payment ought to correspond to the research institution's loss of possibilities for collaboration and/or financial support within the excepted area.
Agreements assigning exclusive rights to a single company must always take into consideration whether the agreed terms guarantee that public support will not indirectly be given illegally to the company in question.