Bird & Bird Completes the Triple for Sega

01 June 1999

The Sports Group of London law firm Bird & Bird has advised Sega Europe in connection with its sponsorships of the French football club A.S. Saint Etienne and the Italian football club U.C. Sampdoria. Each of the deals will commence on 1 July ensuring that Sega Europe will have a strong media presence throughout Europe to coincide with the launch of its new Dreamcast games console in September. Bird & Bird also advised Sega Europe in relation to its record sponsorship of Arsenal Football Club, which was agreed and signed in April.

Bird & Bird was brought in to advise Sega Europe about the terms of the sponsorship deal as a result of the Sports Group's industry expertise. Bird & Bird's Sports Group has advised sponsors and rights holders across a range of sports for a number of years and is particularly well known in the football world. It was therefore ideally placed to provide Sega Europe with specialist legal and commercial advice as to the structure and content of the deal.

Bird & Bird partner, Felicity Reeve, who advised Sega Europe comments, "Specialist advice of this nature is becoming more and more of a necessity in an increasingly competitive and expensive sports market. We believe that our input adds significant value for the client which is important given the sums involved."

Reeve concludes, "Sega Europe is an excellent example of a company which has recognised the value of sports sponsorship as an alternative to other forms of advertising. Football is an ideal medium for a company like Sega Europe as its customer base falls mainly in the 16-30 age bracket which matches the fan base of most football clubs".

For more information, please contact Felicity Reeve on +44 (0) 20 7415 6000.