How to negotiate sport sponsorship agreements — 7 key legal considerations & emerging trends

With the sports sponsorship landscape evolving rapidly, we explore the key legal considerations for rights holders when negotiating agreements.
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Company News, Commercial & Contracts, Corporate, Family Law, Reputation Management & Defamation, Sport

We're thrilled to have been commended in three separate categories in The Times Best Law Firms 2026 — 'company and commercial', 'entertainment and sport' and 'family'. This marks the second consecutive year of recognition for our family team, with our entertainment and sport practice making a return to the rankings after being commended in 2024.
The Times highlights that our "corporate team is set to surpass the £800m worth of deals on which it advised in 2024" alongside the continued growth of our "sizeable" commercial team, which assists "notable clients" on "a wide range of complex and high-value contractual matters".
Ranked in the top tier of The Legal 500 for corporate and commercial matters, we've also earned recognition as one of the UK's most active deal makers by Experian and won the Corporate Law Firm of the Year award at the Insider North West Dealmakers Awards 2025.
This year, our corporate team has also been shortlisted for many other awards, including Legal Advisors of the Year (Private) at the Health Investor Awards, Team of the Year and Liverpool City Region Team at the North West Rainmaker Awards and Corporate Team of the Year at the Yorkshire Legal Awards.
In its write-up of our sport sector team, The Times referred to our "significant new mandates with the inaugural World Boxing Championships" as well as Wrexham AFC, "which is backed by the Hollywood actors Ryan Reynolds and Rob McElhenney".
We were also delighted to pick up the award for Best Business or Professional Services Organisation Serving Football at the Northwest Football Awards 2025, which "recognise those making exceptional contributions within the game". We're similarly ranked in the top tier of The Legal 500 for sports law, which states that we "maintain a strong reputation" and "offer a comprehensive, multi-disciplinary service".
Our sport team supports elite clubs, national governing bodies, sportspeople and technology businesses with their every legal need. We also have some of the country's best media and reputation management experts who specialise in crisis management, defamation and harassment to provide fast, clear legal advice when it's needed most.
Our family solicitors received praise for advising "across financial, children, international and fertility work... spanning financial enforcement, abduction, surrogacy and international children matters". A pioneer at the forefront of many fast-developing areas of law including modern families and non-court dispute resolution, our team is among the largest in the North and holds a top-tier ranking in highly regarded legal directories.
Our family team is part of Brabners Personal — our comprehensive solution for those clients who want the very best legal expertise in their corner for every life eventuality.
This welcome news comes hot on the heels of winning Regional Law Firm of the Year at the Legal Business Awards 2025 and it's always an honour to be widely recognised for making the difference in our clients' lives — both personal and professional.
As an independent law firm, we're able to be objective, principled and provide a service with heart and personality. Plus, as a certified B Corp, we take responsible business seriously — maintaining high standards of social and environmental performance as well as transparency and accountability.
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With the sports sponsorship landscape evolving rapidly, we explore the key legal considerations for rights holders when negotiating agreements.

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