Sponsorship

Our sports commercial team has a breadth of experience in advising rights-holders and brands on sponsorship relating to a wide range of sports properties, from major events through to leagues, cups, stadia, clubs, and individual sportsmen and women. We advise on all aspects of the creation, protection and exploitation of sponsorship rights, from the structuring of commercial rights programmes through to the drafting and negotiation of contracts and assistance with implementation and disputes. We also advise on intellectual property protection and enforcement, anti-ambushing campaigns, the integration and delivery of sponsorship rights through broadcast and other platforms, competition law, and tax.

We assist our clients in achieving the following key aims and objectives, among others:

• assisting rights-holders to establish their available inventory of rights, and ensure they have taken the necessary steps to secure and protect them (such as through trade mark registrations, image rights agreements, and licensing arrangements);
• helping rights-holders to structure a sponsorship programme and formulate the sponsorship packages they will make available;
• drafting sponsorship agreements for different tiers of sponsors, suppliers and licensees, and managing the contract negotiation process;
• assisting sponsors to extract maximum value from their sponsorships - from the identification of rights through to the negotiation of contracts, advice on related supply arrangements, and assistance with implementation; and
• advice on sponsorship in highly regulated sectors such as alcohol or gambling.

Case studies

Brighton & Hove Albion FC: We recently advised this client on its renewal of its long-term sponsorship arrangement with American Express, including its naming rights to the club’s stadium and training ground and shirt sponsorship.

Allianz: We advised Allianz on its Formula One sponsorship arrangements (2009 and 2015), and in respect of its shirt sponsorship of Saracens and naming rights agreement for Allianz Park (2012 with renewal in 2017).

South Sydney Rabbitohs: we drafted and negotiated the partnership agreement for Expedia’s sponsorship of the South Sydney Rabbitohs (a team in Australia’s National Rugby League) through its leading online travel brand, WOTIF.

Key Contacts

Craig Giles, Robert Turner, Andy Danson, Will Deller