The essence of a successful sports sponsorship relationship is for the sponsor to know what it can expect to receive and for the rights owner to be fully aware of what it has to deliver. It is vital to get this right at both the negotiation and contract stage.
The true art of drafting and negotiating a sponsorship agreement is to know what to look for from both a legal and commercial perspective. Our knowledge of the sports sponsorship industry and experience working with major global brands and rights holders enables us to offer practical advice to sponsors on the additional rights and benefits that they should be looking for and the key provisions that should be included in the contract to protect their position.
We can also advise on issues arising from the activation of sponsorships including sales promotions, advertising regulation, protecting intellectual property rights and industry specific regulatory and commercial issues which may affect the scope, value and delivery of the rights being granted.
We can advise you on:
- Sponsorship agreements
- Brand ambassador, endorsement and influencer agreements
- Image rights exploitation
- Merchandising
- Licensing arrangements
- Sales promotions and marketing issues
- Brand protection issues
- Compliance matters.
Nissan – Sponsorship of the UEFA Champions League
We advised Nissan on its sponsorship of the UEFA Champions League and its brand ambassador deals with Yaya Toure, Andres Iniesta and Thiago Silva.
Emirates – Sponsorship of the ICC
We advised Emirates in relation to its long term appointment as a Global Partner of ICC tournaments including the men’s and women’s Cricket World Cups.
Big Change Charity – STRIVE Challenge
We advised Big Change in relation to its sponsorship agreements for the STRIVE multi-endurance event staged to raise funds and increase the charity’s profile.
The Royal Household and The Royal Warrant Holders Association – Coronation Festival
We advised in relation to all sponsorship arrangements relating to the Coronation Festival, an event showcasing the best of British industry.
Society of London Theatre – Mastercard Title Sponsorship
We advised the Society of London Theatre in relation to MasterCard’s title sponsorship of the Olivier Awards.
