Please login here


Register to continue to view the articles on LawInSport if you do not have a login. Its free and takes less than a minute to complete


The lifecycle of an international athlete: Part 10 – Negotiating sponsorship & endorsements deals

Published 20 November 2017 | Authored by: Hamish Corner

In the latest of Penningtons Manches’ series of blogs for international athletes and their advisers, Hamish Corner explains the key points to consider relating to sponsorship, endorsements and merchandising agreements.

Most athletes, in most sports, will have relatively few years at the top. The average playing career of a Premier League footballer is eight years, for instance, and it’s a similar story at the highest level of most other professional sports. For this reason alone, it is important that athletes and their advisers consider how to leverage their elite status and commercialise their image rights, through sponsorship and endorsements (and possibly also merchandising). Not only is it an important revenue stream, it may also enable the athlete to maintain his or her “brand value” long after his or her playing career has come to an end.

This blog examines some of the key issues an athlete should consider when entering into sponsorship and endorsement arrangements. Specifically, it looks at:

  • What are the different options available to athletes?

  • What are the main things that athletes should be considering?

  • What are the key terms to be considered when negotiating a contract

    • Exclusivity

    • Marketing rights granted

    • Reputation management

    • Athlete’s liability

    • Control and approvals

  • Overall strategy

...to continue reading register here for free


LawInSport is an independent publisher used by sports lawyers, sports business executives and administrators, athletes and support personnel, academics and students to stay informed of the latest legal issues and developments from the world of sport. It is our mission to improve the accountability, transparency and standard of the administration and governance of sport and the understanding of the law.

Thank you for considering becoming a member of LawInSport, supporting independent media and the promotion well researched, reference and accessible legal information that contributes to greater transparency and accountability in the sport and legal sectors.



Related Articles

About the Author

Hamish Corner

Hamish Corner

Hamish is a partner at Penningtons Manches specialising in intellectual property and commercial law, with a particular interest in the sports sector.

Leave a comment

Please login to leave a comment.

LiS logo horizontal tm WHT