Athlete endorsement contracts explained: Nike signs 19-year-old pickleball world #1
We explore the legal considerations behind major athlete endorsement deals, from image rights to exclusivity and reputational protection.
Major Sports Events
Our experienced sports law team has the expertise you need to stage and host world-class sporting events. We’ll help you to maximise commercial revenues while providing legal peace of mind.
Our multidisciplinary sports lawyers are experienced in advising across all aspects of national and international events having supported single and multi-sporting events across Europe, the Middle East, Asia, Africa, Australia, North America and South America.
Major sporting events are highly attractive propositions. Yet to be successful, they require significant planning, logistics, infrastructure and multi-party collaboration.
That’s where we come in. From tendering and procurement to hosting and staging, our experienced team supports every step of the event delivery process.
We bring together a broad range of expertise — including from our regulatory, commercial, intellectual property and litigation teams — to help you navigate the full spectrum of legal challenges that can arise with a major sports event.
We’ve worked with an array of national governing bodies, international federations and organising committees, as well as sponsors, merchandising licensees, broadcasters, host cities, funders, agencies, rights holders, franchise owners, teams, clubs and athletes.
Our commercial experts can help you to maximise revenues through implementing effective sponsorship, merchandising, broadcasting, media and supplier arrangements.
Plus, as a purpose-led law firm and certified B Corp, we share your values when it comes to the environment and sustainability — something that’s now critical to the future of sporting events alongside organising and funding agreements.
Our expertise in health and safety — including around Martyn’s Law — can also help to keep your event and its attendees safe and secure.
Talk to our specialist sports events hosting experts by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form.
World-class sports event legal services
As a “market-leading firm for sports law work” according to The Legal 500, we offer the full suite of legal support to ensure that your event is a resounding success.
- Commercial — Assistance with contracts, agreements, negotiations, including those relating to broadcasting and media, catering, event management, hospitality, hosting, merchandise, music, participation, promoters, providers and suppliers, services, sponsorship, stadia, tenders and procurement processes, ticketing and venues.
- Employment — Advice on all aspects of employment law, including engagement, recruitment and immigration requirements. Major events require significant staffing and volunteer programmes on potentially long (but ultimately temporary) arrangements.
- Health & safety — Our team includes specialist health and safety lawyers who can help to safeguard people and events through proactive risk management. With expertise in Martyn’s Law and anti-terrorism legislation (including how it applies to sports grounds, arenas and recreational facilities) we’re well-placed to help you meet your legal obligations.
- Intellectual property — Assistance with the protection, exploitation and enforcement of your rights by experienced lawyers, dual-qualified practitioners and specialist trade mark attorneys. We also specialise in ambush marketing, anti-counterfeiting, contentious matters, infringement, licensing and merchandising arrangements, retail and sponsorship.
- Litigation — Assistance with dispute resolution and crisis management if things go wrong, from minor issues to major breaches and force majeure.
- Regulatory — Advice on the evolving landscape of law and regulation relating to sport, including anti-doping, consumer laws, data protection, environment and sustainability, ethics and human rights, anti-doping, greenwashing, health and safety, integrity, participation, safeguarding, sporting rules and regulations and sportswashing.
“Brabners maintains its stellar reputation for handling the full scope of sports mandates concerning sporting events, the eligibility and inclusion of transgender athletes and claims involving racism charges and libel.”
The Legal 500 2025
“One of the top dogs in the sports sector.”
Client feedback, The Legal 500 2026
“The positive consequences of boxing are far reaching but the World Boxing Championships are… pushing to be the championships of purpose and social impact. This wouldn’t be possible without our commercial partners… like Brabners, which understands the positive potential of sport in the community.”
Frazer Clarke, Tokyo 2020 Olympic bronze medallist
“There’s a tremendous alignment in values between ourselves and Brabners, particularly given their mission to ‘make the difference’, turning ambition into reality and commitment to diversity and inclusion. It’s another example of working with an award-winning organisation that is based in the North and who will provide superb support to the event.”
Event Director, Para Swimming World Championships
Expert support & strategy from sports event legal specialists
Our team is led by Colin Bell. He has deep experience in commercial sports law and intellectual property rights, advising on contracts, licensing, franchising, sponsorship, broadcasting, agency and joint venture arrangements, as well as host city contracts and hosting collaborations agreements — representing sports, entertainment and cultural rights holders around the world.
He also advises on host broadcast agreements, broadcasting rights distribution agreements and Olympic Channel services, as well as matters around privacy, data protection (including GDPR), retail, eCommerce, digital assets, gaming, gambling and advertising.
Experienced commercial lawyer Jason Smith has supported the hosting and staging of major sports events across all continents, including negotiating host city arrangements (including site visits) for various World Aquatics World Championships. He also works on host broadcasting/production and international licensing agreements, including advising International Federations on agreements with various international broadcasters.
Meet the team
Success stories: Major events & host city agreements
International legal advice
Advising on a wide range of international sporting events. Recent examples include the 2025 World Boxing Championships in Liverpool (for which we provided legal advice on sponsorship, broadcast, ticketing, accreditation, supplier and other agreements) and the 2023 World Para Swimming Championships in Manchester.
Host city agreements
Negotiating host city agreements on behalf of the Commonwealth Sport for the Commonwealth Games to be held in Birmingham (England) in 2022, Victoria (Australia) 2026, Glasgow (Scotland) 2026 and Amdavad (Gujurat, India) 2030, as well as the Commonwealth Youth Games in Trinidad & Tobago 2023 and Malta 2027.
Hosting & staging agreement
Advising Arena Sports Live with the preparation, drafting and negotiation of its hosting and staging agreement with Ratwah Motors in Saudi Arabia to host the first Arenacross Event outside of the UK, including the parties' obligations, financials and IP licensing provisions.
Success stories: Sponsorship & supply agreements with global brands
High value sponsorship & supply agreements
Advising both rights holders and global brands on high-value sponsorship and supply agreements in over 30 product and service categories, often involving complex product/service supply including merchandising elements.
Brand negotiations
Advising FINA, Manchester United FC and British Cycling in negotiations with brands such as adidas, Anheuser-Busch, AON, Gatorade, Nike, Omega, Pepsi, Sky, Vodafone and Yakult.
Success stories: Broadcasting & media licensing agreements
World Acquatics
Advising World Aquatics on all aspects of its host broadcast/production and broadcast licensing agreements for many of its World Championships and World Cups, including negotiations with Al Jazeera (Middle East and North Africa), CCTV (China), Channel 9 (Australia), EBU (Europe), Globo (Brazil), RAI (Italy), TV Asahi (Japan) and WCSN (USA).
Union Cycliste Internationale
Advising the UCI (Union Cycliste Internationale) on and negotiating with the Olympic Channel Services (OCS) for an agreement between the UCI and OCS for the provision, production, distribution and broadcast of content relating to the UCI and its events on the Olympic Channel.
South African Football Association
Negotiating on behalf of the South African Football Association with SABC and SuperSport in relation to the enhanced production, broadcast and distribution of the SA Premier Soccer League.
Success stories: Disputes, withdrawals & disciplinary action
2026 Commonwealth Games
Instructed by Commonwealth Sport in respect of a multi-million-dollar dispute following the decision of the State of Victoria, Australia to withdraw as the host state for the 2026 Commonwealth Games. We advised in an action for breach of contract, which was successfully concluded in an agreement worth AUD $400m.
European Olympic Federation
Advising a European Olympic Federation on its right to take disciplinary proceedings against two competing Balkan nations following disturbance and violence by their fans at a European final.
High profile dispute
Representing a high-profile national governing body (NGB) in its dispute with a company for the organisation and commercial exploitation of one of the NGB’s major annual sporting competitions and subsequently advising the NGB on its documentation for the subsequent tender process for a new agency including advice on the event’s logistical requirements for the media.
Liability issues
Advising a national governing body on liability issues following withdrawal of its right by the European Federation to organise a European Championship.
Sports Transform
Sports Transform is a network of leaders committed to equip, steer and connect the worlds of sport and technology. We create space for open conversation, shared learning and practical insights — supporting our members to make informed, strategic decisions.
The purpose-led independent law firm
Our independence allows us to be objective, principled and provide a service with heart and personality.
We’re on a mission to make the difference for our clients, people and communities.
Proudly anchored in the North since 1815, we serve all of England and Wales and work with a diverse array of clients around the world.
Northern Ambition
The collaborative network for purpose-led businesses. We’re building a more sustainable and innovative tomorrow.
Read more
Sustainable Business
In 2022, we proudly became the UK’s largest law firm (and the first outside London) to become B Corp certified.
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Community Impact
We channel the energy of our public-spirited people and clients towards improving our local communities.
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