Alex Norman

Senior Managing Associate


I am a highly experienced and commercially minded lawyer who specialises in helping clients in the sports, media and technology sectors to achieve their commercial objectives.

I have been working with clients, primarily in the sports, media and technology sectors, on their corporate and commercial affairs for a number of years and take pride in providing practical and sector-focused advice to my clients.

My practice encompasses all aspects of corporate and commercial work and having a broad practice means I can help my clients achieve their goals in a variety of ways.

On the commercial front I have worked on a number of high value and complex transactions, including media rights, sponsorship and licensing deals for clients in the sports, gaming, esports and media sectors. Regulatory issues, particularly around gambling, advertising and broadcasting, are also key for clients in these sectors, and I pride myself on delivering informed advice which takes into account the relevant regulations and their practical impact.

On the corporate side I regularly advise on investments and joint ventures, as well as restructurings, corporate governance and corporate set-up, and have a particular specialism helping early stage companies drive their business forward through early investment rounds. I also advise clients on mergers, acquisitions and sales, where a solid understanding of the commercial objectives, and having a keen eye for key negotiation points, is key to my success.

Since 2016 I have been leading the growth of Bird & Bird's sports, media and gaming practice across Asia Pacific and am proud to have built a strong client base comprising some of the biggest names in the business. I am passionate about these sectors, which allows me to connect with my clients and their businesses in a meaningful and mutually rewarding way.

Over the years I have spent time on in-house secondments at an international sports agency, the Rugby Football Union in England and at Citi in its investment banking team, which has given me good insight into the everyday needs of my clients.

  • Advising Riot Games on its groundbreaking partnership with Nike in China. This was a complex and time pressured project, which leveraged my expertise in high value sports and media work.
  • Assisting the Hong Kong Jockey Club with a multi-jurisdictional gambling regulatory project, which involved advising on a number of complex regulatory issues and co-ordinating a global team.
  • Advising PCCW Media on its investment in a number of early stage media companies across Asia, which required a workable and practical approach to the key negotiating issues.
  • Advising the Hong Kong Government (through the Innovation and Technology Venture Fund Corporation Limited) on co-investments into high-growth Asian start-ups.
  • Advising an Indonesian broadcaster on the acquisition of media rights in relation to the English Premier League.
Education
  • BPP Law School, London, Legal Practice Course (Distinction)
  • Oxford Brookes University, Graduate Diploma in Law
  • Durham University, BA (Hons), History and Politics (First Class Honours)
Admissions
  • I trained and qualified as a lawyer in England and Wales and am now dual qualified in Hong Kong and England.
  • England and Wales, 2011
  • Hong Kong, 2018