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Sports Commercial

Sport has always been quick to embrace innovation. Rapid developments in technology and increased digital opportunities now offer sports organisations an increasingly varied and sophisticated array of opportunities to engage with their customers.

Bird & Bird’s internationally-renowned commercial sports team combines a rich heritage in sport, a breadth of experience in advising clients from across the industry, and in-depth knowledge of the latest commercial and technological developments. We work with sports organisations, broadcasters, sponsors, and stakeholders from a broad range of sports, helping them to plan and structure commercial rights programmes; negotiate long-lasting partnerships; respond to regulatory challenges; and create a range of exciting and innovative products and experiences to offer to sports fans across the globe.

Whether you’re developing a new media product to offer to fans on the go; creating a tailored set of rights and activations to enable a sponsor to achieve full value from its partnership;  or learning more about your fans through the analysis of customer data – we can draw on our experience and expertise to deliver unique insights and help you navigate the legal  and commercial challenges. 

Key Contacts

Will DellerCraig Giles and Robert Turner


They are exceptional; they are sport experts. They act at a pan-sport scale, not just on a commercial or disputes basis.”

chambers, 2020