Seb Butcher

I am a senior associate in our Media, Entertainment and Sport Group in London with a technology law background.

My sports practice focusses on advising clients on commercial matters, including in relation to sponsorship, media rights, licensing and merchandising, transfers, event organisation and data exploitation. I have experience advising across a wide range of sports, including football, rugby, tennis, cricket, motorsport, golf, basketball and horse racing. I have represented athletes, clubs, leagues, governing bodies, agents and brands. My experience also includes a client secondment to The Football Association, based at Wembley Stadium.

My other separate area of focus is disinformation and the cross-over between technology and media. I have experience in advising technology and social media companies in relation to online content and AI regulatory matters, and have experience in legislative reform and consultation matters, including in relation to the Online Safety Act. I have written and contributed extensively in the media on disinformation issues, including for Politico, Reuters, The Independent and City AM.

Prior to joining Bird & Bird, I was a technology lawyer and senior associate (including co-lead of the UK Sports practice) at a global law firm in London. In my career I have also spent time working in China (Shanghai).

• Sport:
• Acting for a range of Premier League clubs in relation to their respective commercial arrangements, including for Arsenal FC, Chelsea FC and Everton FC.
• Acting for The Football Association (The FA) on a wide variety of commercial matters, including the sale of its international media rights of The FA Cup and a full-time secondment.
• Advising Tennis Data Innovations (TDI) / ATP Media on the exploitation of sports data.
• Advising the British and Irish Lions on various commercial arrangements, including in relation to its 2025 tour to Australia.
• Advising the English Football League on the sale of its domestic and international media rights.
• Advising the International Cricket Council (ICC) on various digital and commercial matters
• Advising ATP Media in relation to its commercial and technology arrangements for the ATP Tour.
• Advising a multinational sports brand in relation to its sponsorship arrangements and associated COVID-19 implications with a top Premier League club.
• Disinformation and Media:
• Advising multiple global social media companies in respect of compliance with impending legislation relating to harmful content online.
• Contributing to legislative reform and consultation issues relating to technology and media regulation, including in relation to the Online Safety Act.
• Commenting in the media on disinformation, AI and related legislative issues, including for Politico, Reuters, The Independent and City AM.