Billions of pounds are spent and made globally each year as the business of sport grows ever-more sophisticated. The interaction between athletes, agents, fans, clubs, venues and governing bodies – as well as the brands that engage with them – is intricate and ever-changing.
These relationships and the complex framework of rights and regulations which surround them are what the business of sport is built upon, requiring specialist knowledge, a strategic approach and real commercial nous on the part of legal advisers.
As one of the UK’s leading sports practices, we are not just seasoned legal experts, we have a deep and rich knowledge of the sector. Many of our team are ex-professional athletes or have worked in-house at clubs, sponsors and major events.
Our team is known for its expertise across all commercial aspects of sport including: sponsorship, merchandise licensing, ticketing and hospitality, data management and exploitation, gambling, gaming, supplier agreements and rights protection.
On top of this, our in depth understanding of the complex layering of commercial rights in sport sets us apart. We advise rights holders at all levels, and work closely with brands and their marketing agencies when investing in sports partnerships and creating sports content.
In a disrupted media environment we excel in helping sports stakeholders to deliver their content across a spectrum of traditional and digital platforms.
Our top-ranked advertising and marketing practice puts us in prime position to advise on regulatory issues as they impact sports marketing. Advising sports sponsors in heavily regulated industries such as alcohol and betting is a particular strength. We also advise on social media rules and ambush marketing on a daily basis.
On the talent side we have decades of experience negotiating deals for and with some of sports biggest stars; be it agency representation agreements, advertising campaigns or endorsements.
From negotiating global sponsorship deals, advising on player, manager and backroom staff employment issues, and implementing complex football financing deals, to advising on player transfers, sports immigration, brand protection and a wide range of commercial contracts and disputes, we bring to bear the added dimension of practical experience and in-depth insight.
That’s exactly why we act for some of the world’s biggest names in sport.
You can view our latest 2 Sport blog posts below and our full blog here.
New video sharing platform regulations - something to get twitchy about?26 October 2020
Does your website/app/platform allow the sharing of videos? Even just as an add-on to its main activities? If so new regulations governing video sharing platforms need to be on your radar.
Sports Q&A - Should mediation be used more in sports disputes?16 October 2020
With sports disputes becoming more and more prevalent, it is more important than ever for parties to consider using alternative means to resolve disputes like mediation rather than the more traditional methods such as arbitration or court proceedings. However, whilst mediation is commonly used to resolve commercial disputes, it is not used as often in sports disputes despite its many benefits.
Serie A looks to private equity to boost revenue – Susie Jarrold writes for leading global sports market intelligence provider, Sportcal30 September 2020
In early September, the 20 Italian Serie A clubs voted in favour of the creation of a new company to manage the league’s media rights, and to consider two private equity bids for a 10 per cent stake. Susie Jarrold discusses what this might mean for Serie A, and the upward trend of private equity investment in sport in general.
Virtual advertising cutting through the regulation. Proposing a way forward.22 September 2020
This paper proposes a way forward for entities seeking to implement or take advantage of virtual advertising solutions. It focuses on use of this technology in a sporting context but the principles are as relevant to use of the technology within any live event broadcast.
Sports Q&A - Is there trouble on the horizon for algorithms in sport?10 September 2020
Algorithms have featured heavily in the news lately, albeit for the wrong reasons. The algorithms used to determine UK school examination results were eventually abandoned after a chorus of derision and condemnation over their apparent discriminatory bias against students from disadvantaged backgrounds and some questionable outcomes.
Pink Mercs, Penalties and Scandal - What does Racing Point's plight teach us about dealing with sports' governing bodies and regulatory changes?18 August 2020
As the dust settled on Sunday's Spanish Grand-Prix you could be forgiven for thinking Racing Point F1 had a lot to feel good about. The team had their best points of the campaign with drivers finishing 4th and 5th - only behind the two Mercedes and Red Bull's Max Verstappen. However, as can often be the case in sport, in play success has been marred by regulatory trouble.