An increased focus on private equity has changed how clubs and events are managed, integrity and healthcare regulation has taken precedence after coming under public scrutiny, and growing athlete exposure and the increased adoption of technology has changed traditional sports marketing agreements.

If you operate in this sector, our team of specialist sports lawyers can help you adapt to the changing market.

Specialist lawyers for the Sports sector

Our Sports practice is recognised as one of the leading teams in the UK, and our specialist lawyers for the Sports sector each have critical experience working within sports organisations. We have supported clients across sport for over 100 years: from athletes, clubs, brands and international governing bodies, to innovative disrupters in sport technology and esports.

Sports Marketing & Sponsorship

Commercial agreements across sports marketing, broadcasting and sponsorship have become more innovative in recent years, going beyond financial considerations with a greater use of performance-based, short-term deals that have seen the power shifting over to buyers.

Brands and broadcasters are increasingly utilising the latest technology to market themselves and interact with a virtual fanbase. Going forward, we expect to see technology continue to develop new methods of marketing and engagement.

We can support you throughout the process of drafting and negotiating these new marketing, broadcasting, and sponsorship arrangements. Our sports law experts work closely alongside our dedicated technology team to anticipate the changing landscape and help you shape deals in the future.

Sports Technology

Advances in technology have given rise to significant developments in the use of live sports data, live officiating technology and innovative engagement platforms.

The use of technology in sport, once seen as a special feature, has now become a necessity for many within this industry to remain competitive. With the popularity of esports tournaments, virtual fan engagement platforms and “Over The Top” (OTT) streaming services having surged, the widespread use of technology and data in sport is unlikely to cease.

We combine the strength of our sport and technology teams to offer sports organisations, technology businesses, and investors a range of market leading legal services that are tailored to the emerging SportsTech industry. Whether you are established within, or a newcomer to this industry, our advisers can support you with their expert understanding of this ever changing space.

Sport Integrity & Regulation

Sports betting, anti-doping and safeguarding: the spotlight on integrity and sports regulation has never shone brighter.

Ensuring that all stakeholders in sport have sufficient policies and procedures in place to protect their integrity has become more important than ever.

A sport that places integrity at the heart of its culture is one that can be recognised as honest and trustworthy, as truly championing fair play and sportsmanship and, above all else, as providing a safe environment for all those who compete. We believe that integrity should be the core across the philosophy of all of the various sports and we are dedicated to helping clubs, leagues, players, and regulators maintain and achieve this aim.

Our team has extensive experience advising across all areas of integrity. We combine a ‘Rapid Response Unit’ to support you through immediate crises with an ‘Integrity Risk Review’ to identify wider concerns within rules and regulations.

To read more about how our Integrity Sevices Unit can support you, click here.

Players & Athletes

Whether you’re a player or an elite athlete, modern sport has seen technology and social media blur the boundaries between you, the talent and your fans.

Sporting icons now have a wider reach than ever before, and the role has become as much about personal brand as the performance itself. Given the shift of power from clubs and federations towards sports stars themselves, it is imperative that you have the best legal advice to protect your brand assets.

Our sports law practice has supported some of the world’s most prominent players and athletes and we have an ever-growing reputation for our work across player and athlete’s image rights and wider brand management.

We are also able to provide you the added benefit of our private client expertise, and can offer you leading legal support across philanthropy and personal planning, such as tax, buying property and protecting assets in relation to family matters and supporting private wealth investments and structures.