Sports Technology

Our sports tech advisors guide the world of sport through digital transformation and provide legal peace of mind.

In this section

We enable elite sport and technology organisations — and their leaders — to quickly and safely deliver bold change.

Sport is facing a technological revolution. From VAR to VR and AI to blockchain, every team, rights holder and governing body is exploring how technology can impact sporting performance, organisation and revenue.

The challenge is understanding which technologies will create new income streams, improve governance and regulation and protect the integrity of our sports.

We make the complex, simple. Our unique position at the intersection of sport, technology and law enables us to drive agility, competitive advantage and commercial success to unlock the full power of innovation in the governance, regulation and commercialisation of sport.

Sports technology advisory — expert legal guidance through digital transformation

Our sports technology services

Implementing new technologies can create a variety of legal issues. Whether it’s upholding sporting integrity and fair play, protecting personal data, ensuring the safety of devices, athletes and fans or preventing algorithms from perpetuating negative biases, it’s critical to mitigate risk.

From enhancing the regulation and governance of professional and grassroots sport — including advice on the use and protection of athlete and fan data, dealing with discrimination, safeguarding and sporting integrity — to maximising commercial opportunities for sports organisations and their stakeholders — including advising on the use of technology in commercial media rights, sponsorship negotiations, stadium experiences and artistic expression — our expertise in the sports sector enables us to assist in driving the next generation of technological advancements.

For vendors and service providers with technologies for sport or wellbeing, we can advise on all the regulatory and governance matters involved in working with sporting bodies, leagues and federations.

We can also provide the full suite of corporate and transactional advice — from protecting intellectual property rights to advising throughout mergers, acquisitions and exits.

We understand the challenges and opportunities that sport faces and assist leaders in setting priorities for digital transformation — and delivering them.

Amid so much uncertainty around the use and application of technology in sport, we provide you with the legal peace of mind to support bold initiatives and lasting change.

Meet our sports team

Expert sports technology legal advisors

Recognised both nationally and internationally as one of the largest and most experienced multidisciplinary legal teams in the game, our sports lawyers work side-by-side with sports technology, fitness and wellbeing vendors, elite clubs, leagues and federations, institutional investors, media and rights holders and the wider tech ecosystem to plan, implement and manage technological change.

Our team is led by Consultant and experienced commercial strategist Simon Cothliff and Senior Associate and commercial lawyer Morgan Lewis.

Simon has worked with the major technology corporations and start-ups that have defined the emerging TV, video streaming, data, sports and film intellectual property rights market. Having held a number of senior positions at global technology companies, he speaks your language and understands what it takes to enable effective technological innovation.

Morgan provides legal advice in relation to commercial contracts, the exploitation and licensing of intellectual property rights and compliance with data protection requirements. He supports tech companies focused on developing software and cloud-based products and previously worked at a specialist sports law practice.

As your trusted legal advisors, we help to unleash technology by guiding you through the process of digital transformation and navigating any pitfalls along the way.

We provide the legal framework that enables you to deliver meaningful benefits to stakeholders around regulation, governance and commercial development.