Sponsorship is becoming ever more sophisticated with more complex agreements being developed.


Sponsors look beyond traditional branding to new ways of interacting with consumers, developing return-path revenues and looking for greater protections in an increasingly cluttered market place.

Clutter arises with sponsorship of events, teams, individuals and broadcasts, sometimes with tiers or families of sponsors. With our considerable experience of sponsorship agreements, we can advise on these and other important issues, helping maximise value for both parties.

Our recent experience includes:

  • Advising Diageo on a global brand ambassador contract with David Beckham in relation to Haig Club whisky.
  • Advising various FTSE 100 companies on ambassador contracts with celebrities including Kate Moss, David Beckham and Jamie Oliver.
  • Advising FTSE 100 companies on sponsorship agreements in relation to global sporting events including the Olympic Games, the Commonwealth Games, the FIFA World Cup, the Rugby World Cup and sponsorship agreements of rights holders including the Football League, The FA, the Rugby Football League and Premiership Rugby, as well as sponsorship activation within the terms of rights packages.

Key contact

Meet the team
James Whittaker

James Whittaker

Partner, Commercial Services
United Kingdom

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