Commercialising your personal brand
We understand the inherent value of each athlete’s personal brand, and we are devoted to helping our clients protect their position and take full advantage of opportunities that arise in this space.
Our lawyers have extensive experience advising on all aspects of the commercialisation of sport, with a unique depth of expertise in advising high-profile footballers on transfers and player contracts, as well as on multiple highly publicised brand deals.
We can advise you on:
Sponsorship, endorsement and influencer agreements
Merchandising, marketing campaigns, prize draws and promotions
Digital and social media
Events and production arrangements
Deploying and managing new technologies including NFTs, cryptoassets and other forms of AI
Drafting and negotiating high-value media rights deals; advising on broadcast production, distribution and technology
General commercial contracting advice on software licensing, supply agreements, brand licensing and services agreements
Image rights management
Helping athletes and sports organisations to maximise their brand value through the strategic use of image rights structures is a key cornerstone of our practice. We can assist with the establishment of Image Rights Companies (IRCs); all corporate tax issues; bespoke commercial agreements; and intellectual property and/or trade mark issues. Working alongside our Corporate colleagues, we also handle global IP collaboration agreements, IP securitisation, and manage the IP dimensions of investments and asset purchases.
Key contacts:
Finalising these deals required a creative and pragmatic legal approach and an implicit understanding of the objectives and challenges of both Sage and the rightsholders – the Charles Russell Speechlys team have supported us every step of the way.”
Sally Moore Global Sponsorship Director at Sage on sponsorship deals for Six Nations Rugby, Major League Baseball and The Hundred
Our experience includes:
Advising Marcus Rashford since 2019 on all sports, image and commercial legal matters; including with Macmillan (for the Marcus Rashford Book Club), Burberry, PlayStation, Beats by Dr Dre, Roc Nation, Coca Cola, NatWest bank, and Manchester United.
Advising Timo Werner and his services company on image rights and playing contract arrangements with Chelsea FC relating to his long-term contract, including assigning rights and licenses and other contracts with the club and third parties, as well as filing and prosecuting trademark applications.
Advising a leading professional female rugby player regarding her new playing contract with a professional rugby union club.
Handling all representation and negotiation of Lionel Messi’s first endorsement arrangements in the Middle East.
Advising an international footballer on his image rights arrangements with Manchester City and consequent adjustments to his sponsorship arrangements.
Advising leading audio brand Bowers&Wilkins on a long term endorsement deal with David Beckham.
Advising on county and international cricket contract negotiations.
Advising and representing athletes and brands in enforcement action to protect IP and image rights.
Our experience includes:
Advising Marcus Rashford since 2019 on all sports, image and commercial legal matters; including with Macmillan (for the Marcus Rashford Book Club), Burberry, PlayStation, Beats by Dr Dre, Roc Nation, Coca Cola, NatWest bank, and Manchester United.
Advising Timo Werner and his services company on image rights and playing contract arrangements with Chelsea FC relating to his long-term contract, including assigning rights and licenses and other contracts with the club and third parties, as well as filing and prosecuting trademark applications.
Advising a leading professional female rugby player regarding her new playing contract with a professional rugby union club.
Handling all representation and negotiation of Lionel Messi’s first endorsement arrangements in the Middle East.
Advising an international footballer on his image rights arrangements with Manchester City and consequent adjustments to his sponsorship arrangements.
Advising on a joint venture between Formula 1 driver, Lando Norris, and Veloce Esports to establish an esports and gaming content creation team, Quadrant.
Advising on county and international cricket contract negotiations.
Advising and representing athletes and brands in enforcement action to protect IP and image rights.