EHRC Code of Practice: significant guidance on single-sex services following For Women Scotland
We lay out how the Code will work in practice and what organisations should be wary of when it comes to facilities, participation and verification.
Sports Technology
Our sports tech advisors guide the world of sport through digital transformation and provide legal peace of mind.
Our specialist lawyers enable elite sport and technology organisations — including vendors, service providers, clubs, leagues, federations, investors and media rights holders — to deliver bold change quickly and safely.
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.
Our award-winning, preeminent sports technology legal advisors — commended in The Times Best Law Firms and ranked in the top tier of The Legal 500 for sports law — are here to help you to efficiently navigate this fast-changing legal landscape.
Talk to our team by giving us a call on 0333 004 4488, sending us an email at hello@brabners.com or completing our contact form.
Sports technology advisory — expert legal guidance through digital transformation
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.
Multi-award-winning
Specialist sports technology legal services & advice
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.
You may be seeking advice on enhancing the regulation and governance of professional and grassroots sport, including the use (and protection) of athlete and fan data, dealing with discrimination, safeguarding and sporting integrity.
Alternatively, you may be a sports organisation or stakeholder seeking to maximise commercial opportunities — we frequently advise on the use of technology in commercial media rights, sponsorship negotiations, stadium experiences and artistic expression. Our lawyers’ 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.
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.
“One of the top dogs in the sports sector.”
Client feedback, The Legal 500 2026
“Amongst the market leaders for [sports] work. Excellent knowledge and contacts in the industry.”
Client feedback, The Legal 500 2026
“Brabners maintains a strong reputation in the sports sector, acting for a wide-ranging client base that includes national governing bodies, professional clubs and high-profile individuals. The practice offers a comprehensive, multi-disciplinary service.”
The Legal 500 2026
Key legal considerations for scaling sports tech businesses
Over the past several years, Rezzil has grown from a ‘simple’ VR fan experience to a multifaceted business that operates in the elite performance, medical and in-home gaming arenas.
Our sports technology expert Simon Cothliff caught up with Rezzil’s Co-Founder Andy Etches to discuss the legal challenges he faced while setting up and scaling the business.
Brabners is a purpose-led independent law firm.
Our independence allows us to be objective, principled and provide a service with heart and character.
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.
Sport & tech insights from our expert lawyers
FCA warns football clubs over sponsorship deals with unauthorised financial firms — 5 key steps to take now
Football clubs are facing heightened scrutiny over their commercial partnerships. We explore the risks and steps that they should take to stay compliant.
Football sanctions explained — why Chelsea's punishment has sparked debate
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.
FIFA’s new landmark women coaches rule — what clubs & governing bodies need to know
Competing in certain women’s tournaments must now include women in coaching roles on the bench. We explore the implications for clubs and NGBs.
Scaling women’s sport — lessons from the Women’s Six Nations 2026 & beyond
We explore how venue strategy has become a broader test of sustainable growth across women’s sport and outline what governing bodies and clubs can learn.
The future of female athlete insurance — trends, gaps & what comes next
We explore what’s changing, who’s driving the changes and what it means for athletes, clubs and insurers.
State of Play Conference 2026 — understanding what it takes to deliver major sports events
Live from Old Trafford, we explored the realities of geopolitical risk, security threats, commercial sustainability and the growing role of technology.
F1 Academy — how the inclusion‑led model is redefining motorsport partnership
We explore how commercial partnerships in motorsport are evolving and outline the practical considerations for sponsors and rights holders.
Martyn’s Law — legal & regulatory implications for sports venues
We explain what sports clubs and event organisers need to know about Martyn’s Law.
Designing sustainable sports venues — what works & what doesn’t
We explore how sustainability promises translate into real‑world delivery and outline the practical factors that determine whether it's actually achieved.
FTT rules that football referees aren’t employees — key takeaways from PGMOL
We explores how the FTT reached its decision and outline the key takeaways for businesses navigating employment status issues.
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.
PREM Rugby’s £34m black hole — is financial sustainability in sight?
A year on from our last review, we to take a fresh look at the state of rugby’s finances to see what progress has been made and which challenges remain.
From rising star to retirement — a footballer’s guide to wealth, family & future planning
We break down the key stages of a footballer’s career and outline how the right guidance safeguards their wealth and long‑term future.
Major study highlights a critical concussion “tipping point” in women’s football
We explore the key findings from the study and outline what they mean for clubs, governing bodies and others responsible for player welfare.
How athletes are protecting their brand identity against commercial & AI‑driven misuse
We explore how athletes like Cole Palmer and Luke Littler are using trade marks and outline the legal standards that they must meet.
AI in elite sport — key legal considerations around ‘performance enhancing technology’
AI is enhancing performance and even scouting future talent in elite sport. Sports technology and data are key to success, but come with legal risks.
Athlete expression & Rule 50 — how the IOC applied its guidelines at Milano Cortina 2026
We explore how athlete expression, public scrutiny and the IOC’s rulebook collided on one of the world’s biggest sporting stages.
Government to consult on unlicensed gambling operators sponsoring British sports
We explore the consultation background, the regulatory concerns driving it and what it could mean for clubs with existing or future sponsorship deals.
Deepfakes & AI-powered cybercrime in sport — how can athletes & clubs protect themselves?
We discuss the mounting dangers of AI-powered cybercrime across the world of sport with David Andrew — the Founder and Managing Partner of Tiaki.
Milano Cortina 2026 — key changes, challenges & what they mean for winter sport
We explore how structural, environmental and organisational shifts are shaping the 2026 Winter Olympic and Paralympic Games.
McLaren v Palou — 5 legal lessons for drafting & managing sports contracts
We examine the consequences of Palou’s defection and the wider lessons for businesses negotiating contracts with athletes or other high‑value individuals.
Rewriting the rulebook — rugby union’s new era & what it means for the 2026 Six Nations
We explore how World Rugby’s newest reforms are reshaping the sport and what they mean for clubs and governing bodies ahead of the 2026 Six Nations.
Out with PSR, in with SCR — key takeaways for the Premier League’s new financial era
We explore how the Premier League’s landmark shift from PSR to the new SCR and SSR systems will reshape financial regulation.
London expansion & record revenues drive next phase of growth at Brabners
We’re delighted to announce the opening of a new office in London, marking a major milestone at the end of a year defined by strong financial performance.
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