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.
Talk to us: 0333 004 4488 | hello@brabners.com | Contact us
AuthorsMatthew Moy
5 min read

A Court of Appeal decision in Cheshire Estate & Legal Limited (CEL) v Blanchfield & Ors [2024] EWCA Civ 1317 considered the issue of whether directors of a company were in breach of their fiduciary and statutory duties by taking preparatory steps towards setting up a competing business prior to resigning from their positions.
The decision emphasises that whether directors will be deemed to have breached their duties in these particular circumstances will be highly dependent on the facts of the case. Directors might be permitted to take preparatory steps to set up a competing business if they’ve continued to act faithfully, honestly and in the best interests of the company.
Here, experienced commercial litigator Matthew Moy explains what this decision means for company directors and shareholders.
Directors of a company owe a number of fiduciary and statutory duties pursuant to sections 170 to 177 of the CA 2006. In CEL v Blanchfield & Ors, the Court of Appeal was particularly interested in the following directors’ duties:
Section 172 — a director of a company must act in the way that they consider, in good faith, would be most likely to promote the success of the company for the benefit of its members as a whole.
Section 175 — a director of a company must avoid a situation in which they have (or can have) a direct or indirect interest that conflicts (or possibly may conflict) with the interests of the company.
CEL v Blanchfield & Ors concerned two individuals who tendered their resignations as directors of CEL, a firm of solicitors specialising in financial mis-selling and fraud claims.
CEL agreed with the directors that they’d be placed on gardening leave for three months and that their consultancy agreements would then terminate.
Following their resignations, CEL discovered that the directors had been taking preparatory steps to set up a new competing firm for several months prior to their resignations.
These steps included:
CEL commenced court proceedings against the directors, alleging that they’d acted in breach of their directors’ duties and consultancy agreements — and that they’d conspired with MTCC to injure CEL by unlawful means. CEL sought injunctive relief, an account of profits or equitable compensation, and damages.
The High Court held that the directors’ preparatory steps hadn’t “crossed the line” or put them in a position of conflict to amount to a breach of their directors’ duties. There was no intention to injure CEL and so the conspiracy claim must fail. There was also no breach of the restrictive covenants in the directors’ consultancy agreements. CEL was also not entitled to injunctive relief in respect of its confidential information or otherwise.
CEL didn’t agree and appealed the ruling.
The Court of Appeal dismissed the appeal, which it described as being “ill-founded”. It was held that “whether preparatory actions, short of active competition, are consistent with a director’s fiduciary duty to the company is highly fact sensitive in every case, and that even an irrevocable intention to compete does not necessarily mean that merely preparatory steps are unlawful.”
The Court of Appeal indicated that the steps taken by the directors were entirely preparatory and that they’d continued to act faithfully, honestly and to the best of their abilities. In particular, the directors hadn’t diverted any of CEL’s business, contacts or resources. The Court of Appeal agreed with the High Court that the former directors had continued to act in accordance with the duties that they owed to CEL.
The Court of Appeal’s decision underlines that cases of this nature are highly fact sensitive and provides some useful guidance on the limits of directors’ fiduciary and statutory duties. The judgment confirms that taking some preparatory steps to establish a competing business won’t necessarily amount to a breach of duties, provided that those directors continue to act in the best interests of the company and avoid a conflict of interest.
However, any preparatory steps taken by directors will need to be carefully considered to ensure that they don’t end up ‘crossing the line’ into activities that would impact their ability to serve the company faithfully, honestly and to the best of their abilities. For example, activities such as active solicitation of clients and/or employees is highly likely to cause a loss to the company and constitute a breach of directors’ duties.
If you need advice on directors’ duties or shareholder disputes, talk to our expert commercial litigators today. We can outline your rights and responsibilities and help you to navigate this complex legal area.
Give us a call on 0333 004 4488, send us an email at hello@brabners.com or complete our contact form below.

Loading form...

With the sports sponsorship landscape evolving rapidly, we explore the key legal considerations for rights holders when negotiating agreements.

Our data protection team examines the risks of relying on oversimplified legal arguments in DSAR disputes and highlights key lessons for data controllers.

We outline the legal protections that may be available if you face a threat to expose personal information such as your sexual orientation.

The Supreme Court's decision in Drelle v Servis-Terminal may provide a powerful new recovery option, with insolvency pressure able to be deployed immediately.

Football clubs are facing heightened scrutiny over their commercial partnerships. We explore the risks and steps that they should take to stay compliant.

Amid debate over the Chelsea, Everton and Forest cases, Paul Lunt joined Total Sport to explain how football disciplinary decisions are reached and why sanctions can vary.

A recent Upper Tribunal tax decision has changed the VAT treatment of clear dental aligners and will affect dentists, dental technicians and laboratories.

We outline some of the key commercial and legal considerations for parties considering a franchise arrangement.

We've announced our largest-ever round of Partner promotions, with six lawyers joining the partnership following another year of sustained growth.

We examine the issues at the heart of the claim and outline what the decision could mean for franchise businesses.

Live from Old Trafford, we explored the realities of geopolitical risk, security threats, commercial sustainability and the growing role of technology.

We explore how commercial partnerships in motorsport are evolving and outline the practical considerations for sponsors and rights holders.

We explore how the Courts determined meaning in these decisions and what they signal for future reputation management claims.

We explore the decision, its legal context and its implications for selective distribution and online sales controls.

We explore the Court’s reasoning, the key findings and what this judgment means for future procurement challenges.

We outline what's changed under the new test and consider what this may mean in practice for both contracting authorities and challengers.

We outline the key reforms and what contracting authorities and suppliers should be doing to prepare.

We explore how the dispute unfolded, why the courts reached different conclusions and the practical lessons that it offers for businesses.

We explore the legal considerations behind major athlete endorsement deals, from image rights to exclusivity and reputational protection.

We discuss what mediation and other forms of ADR are, their benefits, when they’re most effective and how courts view parties who refuse to engage in them.

We outline the steps that retailers can take to contain an emerging online issue and the legal remedies available for responding to false statements.

We outline the Court of Appeal’s decision, consider how the Supreme Court is likely to approach the appeal and highlight five key takeaways.

We examine the CJC’s recommendations and their implications for funders, claimants and practitioners navigating this evolving area.

We explain where generative AI has the potential to damage individuals’ reputations and examine relevant case law from other jurisdictions.

We explore the new Order that gives local authorities a new ability to shape below-threshold procurement markets in ways that were previously off-limits.