Richard Davies and Katy Hudson write in City AM on sponsorship activations during the World Cup

Around the world, football fans' eyes are on the pitch as the World Cup knockout phase begins this week. Off the pitch, however, a competitive landscape of sponsorship and marketing deals is reported to generate between $2.5bn and $3bn. This draws upon the prestige of top flight football to spotlight brands, whether on the level of official World Cup sponsors, through to players' personal sponsorship deals. 

The World Cup provides a shop window like no other, and footballers taking part face fewer restrictions on brand partnerships than their Olympic counterparts. Nonetheless, there is still a complex regulatory landscape to consider, for example oversight by the Advertising Standards Authority in the UK. 

Whilst media access is restricted in areas such as team changing rooms, players and staff members are likely to create and post content as the competition progresses, alongside the likes of celebrity fans who might well have their own brand endorsements to amplify from the sidelines.

Whilst the on-pitch action will of course be the focus, there should be plenty of entertainment and intrigue for keen-eyed sports marketing fans as the World Cup contest continues into the knockout stages.

Richard Davies, Partner in our Commercial team and Head of Sport, and Katy Hudson, Trainee Solicitor, write in City AM:

Access-controlled zones at World Cup venues will continue to restrict media access to areas including team changing rooms, match officials’ dressing rooms and doping control stations. Whilst fans may be disappointed by these limitations, there is every chance that players and staff members will be creating (and posting) content from training camps and team hotels.

Will remaining players be able to resist the pull of social media in restricted areas? And following Southampton’s expulsion from the play-offs, will any team be caught spying on rivals?

Read the full article in City AM here.