Merchandising & licensing

We advise our clients on a wide variety of complex licensing arrangements, often on a cross-border basis. Our team regularly advise clients in relation to the licensing of sports brands for physical merchandising and digital content. We also regularly work with clients to help devise their licensing strategies, and work on related agreements, such as:

  • premium promotions and tie-ins;
  • the appointment of licensing agents and distributors;
  • the outsourcing of merchandising programmes and e-commerce platforms;
  • brand protection; and
  • anti-counterfeiting.

We also work with individual athletes and other public figures in relation to product endorsement deals and image rights deals.

Case studies

Arsenal Football Club: We have advised Arsenal FC (and many others) on multiple brand licences for their physical merchandise and digital goods.

PRO14: We have advised PRO14 on its merchandising programme and online retail arrangements.

International Basketball Federation (FIBA): We have drafted template and bespoke brand licences for FIBA and advised it on its agreements with licensing agents for the exploitation of its brand on licensed products and merchandise worldwide.

Key Contacts

Craig Giles, Robert TurnerWill Deller


I know I can pick up the phone and ask anything, which is the kind of relationship a general counsel needs”

chambers uk, 2021