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Athletics, Cricket, Bird & Bird, Sports, Blogs, Football, Commercial, Corporate, Articles, Intellectual Property, Sponsorship, Tennis

Structuring sponsorship deals: Key considerations for athletes and brands on negotiating equity

The[1] athlete–brand sponsorship deals model has been changing rapidly. Roger Federer’s partnership with On Running[2] has provided a reference point for athletes looking to build…
LawInSport Podcast
Title Image of Deepfakes and athletes: The legal toolkit to protect image, brand and likeness
Sports, Commercial, Articles, Intellectual Property

Deepfakes and sports stars: the legal toolkit to protect image, brand and likeness

We live in an increasingly online world. Online videos and images have a real impact, influencing everything from what…
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Sports, Football, Commercial, Articles, Intellectual Property

FIFA’s World Cup tech revolution – and the IP behind the scenes

The 2026 FIFA World Cup is the largest and most technologically advanced tournament ever staged. However, alongside the…
Athlete giving autograph to child
Basketball, Boxing, Cricket, Sports, Football, Commercial, Articles, Intellectual Property

Athlete Brand Ambassadors: Do's And Don'ts for Sponsors & Brands

Brands and sports stars have benefitted from lucrative collaborations for decades; they provide significant opportuniti…
Title Image of Cold Palmer: Trade Marks, Image Rights, and the Business of Being an Athlete
Sports, Football, Commercial, Articles, Intellectual Property

Cold Palmer: Trade Marks, Image Rights, and the Business of Being an Athlete

When England midfielder Cole Palmer first folded his arms in his now-iconic ‘shivering’ celebration, it may have seemed…
Title Image of DotBrand Kicks Off: The Window Opens to a New Era for Sports Identity Online
Sports, Articles, Intellectual Property

DotBrand Kicks Off: The Window Opens to a New Era for Sports Identity Online

In 2012, ICANN opened what many considered a once‑in‑a‑lifetime transfer window for organisations to secure their own e…
Title image of Owning the Numbers: India’s New Legal Framework for Athlete Data Control (Part 1)
Cricket, Sports, Football, Articles, Intellectual Property

Owning the Numbers: India’s New Legal Framework for Athlete Data Control (Part 1)

This two part article examines the extent to which Indian sportspersons can assert legal control over their performance…
Title image of Owning the Numbers: India’s New Legal Framework for Athlete Data Control (Part 2)
Cricket, Sports, Football, Articles, Intellectual Property

Owning the Numbers: Practical Levers, Disputes and the Road to CAS (Part 2)

In Part 1 of this article (available here), the author explained the legal architecture governing athlete data in India…
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Sports, Dispute Resolution , Motorsport, Articles, Intellectual Property

A Guide To How Trade Marks Work In Formula One®

In the UK, a trade mark can be protected if it is capable of distinguishing the specific goods/services covered from th…
Title Image of Personality Rights in Football: What UK Law Protects
Sports, Football, Articles, Intellectual Property

Personality Rights in Football: What UK Law Protects (and What It Doesn't)

It would be strange not to ‘showcase’ my eccentric personality in a blog on personality rights and so this will, in my…
Title image for articleon Sports Intangible Assets - From Amateur Clubs to Investable Asset Classes (Part 3)
Sports, Motorsport, Articles, Olympic, Intellectual Property

Sport's Intangible Assets: From Amateur Clubs to Investable Asset Classes (Part 3)

This is the third article in a four-part series by Stephen Townley, a sports lawyer with nearly 50 years' experience ad…
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Sports, Motorsport, Articles, Olympic, Intellectual Property

Sport's Intangible Assets: Ten Key Trends and Challenges Ahead (Part 4)

This is the final article in a four-part series by Stephen Townley, a sports lawyer with nearly 50 years' experience ad…

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