The Winner Takes It All - IP in the Decade of Sport

03 November 2011

The Bird & Bird Associates presented the seventh and final In Focus seminar in the Bird & Bird Associate Lecture Series for 2011, entitled 'The Winner Takes It All - IP in the Decade of Sport'.

Our Associates from IP and Sport and also guest speaker Paul Foster from LOCOG gave an insightful presentation, where topics discussed included the recent significant legal developments in the cross-over between IP and sport, and also an analysis of the effects of the 'Murphy' decision from the CJEU on the licensing of satellite broadcasting of major sport event maximising the return from sponsorships and endorsements and an insider's view of the Paralympics ahead of London 2012.

This seminar was particularly relevant to all those working at or with sports-related organisations or with an interest in sport. 

For further information, or to register to attend forthcoming seminars please contact the Events Team at or call +44 (0)20 7415 6000.

The programme


Tim Harris
IP Associate

Abby Minns
IP Associate
Craig Giles
Commercial Associate
Paul O'Dowd
Commercial Associate

Paul Foster
LOCOG City Operations


17.30 - 18.00
Registration and refreshments

18.00 - 18.05
Welcome and introduction

Tim Harris, IP Associate

18.05 - 18.25
IP and exploitation of sports media rights:
update on significant recent case law including:

  • Football DataCo v Yahoo!
  • Football DataCo v Sportradar
  • FAPL v Murphy

18.25 - 18.40

Sponsorship and Endorsement: a look at key issues when negotiating a sponsorship or endorsement deal with an individual athlete, including:

  • what rights can be acquired and what rights are likely to be excluded
  • dealing with conflicts and risks, and
  • ways sponsors are seeking to maximise their investment

18.40 - 19.00
Being a Paralympic athlete and the opportunity of London 2012

  • what it takes to be a Paralympic athlete and succeed at the highest level
  • the London 2012 Games and how Paralympic athletes are now in the public eye more than ever before.

Paul Foster, LOCOG City Operations

19.00 onwards

Drinks and canapés