Sports sponsorship - a look at the issues

Sports sponsorship - a look at the issues

So another London marathon has just taken place with all the highs and lows and a fond farewell to Paula Radcliffe – sport is emotional and draws large crowds, and as such, has become big business.  I attended a webinar on sports sponsorship last week, which provided an overview of some of the main issues to consider in sponsorship arrangements.  The  presenters were Jonathan Crystal of Goldsmiths Chambers and Craig Giles of Bird & Bird LLP.

Jonathan kicked off the seminar by discussing the differences between sponsorship, endorsement and merchandising.  Sponsorship is supporting a person or event, by providing finance or providing products or services.  Endorsement is approval or association with a product or service.  Merchandising is exploiting articles/images etc which have become famous.

He reminded participants that character rights are not recognised in English law, although they can be controlled throug

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