At Bird & Bird, we operate at the intersection of the sports and betting industries, at the heart of what is a commercially valuable and sometimes controversial relationship. We advise sports organisations and event organisers across a multitude of sports on the creation and exploitation of database rights in sports data, and the production and exploitation of live streaming services for the international betting market. We regularly advise on sponsorship deals between sports rights holders and betting operators, including addressing responsible gambling messaging and the sharing of data for sports integrity purposes. We have been at the heart of the debate on the so-called "right to bet" for well over a decade. As a firm with a central focus on technology, we also offer advice on how our clients can prepare themselves for an ever-evolving, data-driven world.
We assist our clients in achieving the following key aims and objectives, among others:
Sky Bet: We advised Sky Bet, one of the leading sports betting brands in the UK, on the five-year renewal of its headline naming rights sponsorship agreement with the English Football League, under which Sky Bet was retained as the title sponsor of the Sky Bet Championship, Sky Bet League One, and Sky Bet League Two. We advised Sky Bet on key aspects of the deal, including drafting the sponsorship agreement and the related integrity and responsible gambling MOU. As well as combining our extensive commercial and regulatory sports and gambling experience, this also involved specialist advice across other areas, including data protection. As part of Sky Bet's leading role amongst the industry on responsible gambling matters, the deal included the display of responsible gambling messaging on every shirt sleeve in the Football League, and a responsible gambling awareness programme for EFL clubs.