Top 10 Tips for Athletes Negotiating Brand Deals

Brand partnerships are a vital part of an athlete's commercial portfolio. As we head towards major events such as the inaugural men’s FIFA Club World Cup, UEFA Women's EURO 2025, the Women’s Rugby World Cup 2025, and the Women's Cricket World Cup, and the road to professionalisation for netball in England with the relaunched Netball Super League - brands are increasingly seeking to align with athletes to reach engaged and growing audiences.

The commercial landscape for athletes is evolving rapidly, with new opportunities emerging in sponsorship, endorsements, and partnerships. More athletes are monetising their personal brands through social media, personal merchandising, and ambassador roles leveraging their platforms to secure commercial partnerships that go beyond traditional sponsorships and demonstrating how athletes with strong online followings can command high-value brand collaborations.

Many athletes are moving beyond endorsements and launching their own brands. This shift allows athletes to take ownership of their brand and generate long-term revenue beyond their playing careers. Increasingly, athletes are seeking equity stakes in the brands they endorse, enabling them to share in the financial success of the companies they help to grow.

This article is designed to help you understand the key considerations in brand deals, including intellectual property rights, exclusivity clauses, and commercial terms. Whether you are negotiating your first sponsorship or refining an existing agreement, understanding these principles will empower you to protect your interests and maximise your earnings. This is particularly relevant for athletes who play for clubs, as many club contracts already require players to grant name, image and likeness rights (“NIL Rights”) to the club. Future agreements with leagues or player associations could also impact how these rights are used.

Before you start negotiating a brand deal, there are two points you should consider:

Point One: Consider existing brand deals and rights already granted

Before signing any new commercial deal, you must check that the deal terms do not conflict with existing agreements. There are two main aspects to consider:

1. Review any personal brand deals you already have. If you have existing sponsorships or endorsements, check whether your new deal would breach any exclusivity clauses or category restrictions. Overlapping commitments could result in a breach of contract and legal consequences.

2. If you play for a club/team or represent a national team, review your contract to determine whether you have already granted certain rights to your employer or governing body. Some clubs and federations retain control over your image rights for official marketing purposes which will restrict your ability to sign competing deals.

Keeping a detailed record of your contractual commitments will help you avoid conflicts and negotiate new opportunities without violating existing agreements.

Additionally, some competitions have their own marketing rules. For example, the Olympics operates under Rule 40 of the Olympic Charter, which limits the ability of non-official sponsors to use an athlete’s image during the Games period. If you are competing in a competition with such rules, ensure any new brand deals comply with these restrictions.

Point Two: Understand the differences between sponsorships, endorsements, and partnerships

Before getting into the details of brand deal terms, it is important to understand the different types of agreements available:

• Sponsorship: Agreements where a company provides financial or in-kind support, such as equipment or kit, in exchange for brand exposure. Sponsorships typically involve wearing branded apparel, appearing at events, or allowing the brand to use your image in marketing.

• Endorsement: Requires you to actively promote a brand’s product or service, often appearing in advertisements and social media campaigns. These deals typically involve a higher level of engagement than sponsorships and may come with stricter exclusivity clauses.

• Partnership: A deeper collaboration where you work with the brand to develop products, co-create content, or engage in shared marketing initiatives. These agreements may include revenue-sharing or equity in the brand, granting a vested interest and creating incentivisation in its success.

For the purposes of this article, the author will refer to these arrangements collectively as "brand deals," but you should always check that the specific terms of your agreement align with the commercial arrangement you are entering.