Top of the league: How football clubs protect and exploit their brands in a global marketplaceRebecca O'Kelly-Gillard Chris Lavey
The 2017/18 Premier League season kicks off today and the revenues of the league and its football clubs continue to go from strength to strength. Increased broadcasting revenues have already lead to record transfer fees; many teams are spending the pre-season playing international tours in Asia and North America; and clubs have been busy negotiating and announcing a range of new commercial deals. The combined commercial revenues of the Premier League clubs exceeded £1 billion for the first time in 2015/16. But when it comes to sponsorship, merchandising and other licensing arrangements, how should a football club maximise the value of its brand? This article explores these questions, specifically looking at:
- Building a brand in the global market place
- Protecting the brand
- Exploitating the brand - licensing
- Monitoring and enforcing the brand
For more on brand protection in football, with a focus on trade marks, please also see this LawInSport article: The importance of trade marks in football - controlling brand value avoiding own goals.
...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.
This work was written for and first published on LawInSport.com (unless otherwise stated) and the copyright is owned by LawInSport Ltd. Permission to make digital or hard copies of this work (or part, or abstracts, of it) for personal use provided copies are note made or distributed for profit or commercial advantage, and provided that all copies bear this notice and full citation on the first page (which should include the URL, company name (LawInSport), article title, author name, date of the publication and date of use) of any copies made. Copyright for components of this work owned by parties other than LawInSport must be honoured.
- The importance of trade marks in football – controlling brand value & avoiding own goals
- Trade marks for sport events - How Wimbledon secured their colour mark
- The dangers of copyright disputes arising from the use of football club badges
- #Sport: The digital battle between sponsors, rights holders and ambush marketers
About the Author
Rebecca is a Senior Associate in our Intellectual Property Group based in London focusing on the media, entertainment and sports sector.