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Player Power v Data Monetisation – A New Battleground In Sport

Woman running with data screen
Monday, 16 August 2021 By Jennifer Mbaluto , Jamie Andrew, William Hanway

The global industry recording, analysing and utilising athletes' performance data was valued at close to $1 billion in 2020 and is expected to reach $5 billion by 2026[1]. However, until recently, despite the data arising from athletes, it has been sports' other stakeholders who have unlocked its value.

Events over the last year, including Project Red Card and Kevin de Bruyne's new contract with Manchester City (the current English Premier League Champions), suggest that the balance between the major stakeholders in sport (including clubs, sponsors, governing bodies) and athletes is shifting.

This is particularly true under emerging tech regulation, such as the General Data Protection Regulation (EU) 2016/679 (GDPR) and its local implementing legislation, which gives athletes rights over their performance data and empowers them to take control of it.

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Written by

Jennifer Mbaluto

Jennifer Mbaluto

Jennifer Mbaluto is a partner and co-head of the East Africa team at Clifford Chance. She specialises in M&A and related commercial transactions in the Telecoms, Media and Technology sectors, and has a focus on emerging markets (particularly Africa).

She is a member of Clifford Chance's Africa Group and TMT Leadership team.

Jamie Andrew

Jamie Andrew

Jamie is a Senior Associate at Clifford Chance and advises clients across a range of sectors including technology, sport, private equity and financial services.

William Hanway

William Hanway

Will is an Associate in Clifford Chance's TMT practice. He advises clients in a number of different legal areas including data protection, sport, cyber security, technology and commercial contracts.

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