This could bring about an intriguing change in sports sponsorship, particularly in respect of the sponsorship of Premier League football clubs, several of whom have unlicensed gambling operator brands on their front of shirts. While the Premier League members have voluntarily committed to removing all gambling branding from the front of shirts by the end of this current season, there was an assumption that those brands would move to shirt sleeves and other club inventory.
With a political wind behind the announced consultation to tackle the illegal gambling market, it seems more of a case of ‘when’ a ban on unlicensed gambling operators will come into force, rather than ‘if’.
This may create greater opportunities for other brands and sectors to increase their presence in football, both on front of shirts and across wider club inventory freed up by a departure of unlicensed gambling operators.
It could see a return of more alcohol brands (possibly promoting low or non-alcoholic products) to the Premier League – Guinness returned to the front of a football shirt for the first time since 1986 as part of its sponsorship of WSL2 club Bristol City Women using its Guinness 0.0 brand.
A local focus could also become more prevalent drawing on the historical and geographical connections between club and local sponsors – P&O Cruises landed on the front of shirt for Southampton last year in the Premier League.
Alternatively, there may be an opportunity for both established and challenger brands who have not previously partnered with football clubs to enter the market. This may be at a reduced price compared to current levels given the potential amount of inventory that could be available.
In any case, front of football shirts might look a little different in the not too distant future.
He has experience across a range of sports with a focus on cricket, motorsport and football, advising on team, player and participant issues, commercial rights and brand management.
He has particular expertise advising on complex and high value sponsorship and endorsement contracts, acting regularly for both rights holders and sponsors, and is a Board Director of the European Sponsorship Association.
He also advises clients within the publishing industry and other creative industries in relation to the exploitation of intellectual property, including authors, publishers, media and technology platforms, brand owners and licensees.
Sam is recognised as a 'Star Associate' for sport in Chambers and Partners and as a 'Leading Associate' in The Legal 500. Clients praise his 'expertise and experience, and his ability to explain everything in plain English.'
Away from the office, Sam is a football referee within the professional game, operating in the EFL.