Sports Technology And Media Rights - The Year In Review 2020/2021

Laptop Screen Showing Players Playing Football
Friday, 06 August 2021 By Conor Hume, Ansgar Faßbender, Dr. Joseph Fesenmair

2020/2021 has been a year like no other for everyone, and the commercial sports world is no exception. The COVID-19 pandemic shook the world in early 2020, largely bringing sport to a complete standstill until May (and in many cases, much later). For an industry which is based on the exploitation of sporting content, having no sport being played at all was a seismic and unprecedented problem for the industry. Thankfully, as soon as governments around the world permitted the return of professional sport, much sport returned to our lives, albeit in COVID-19 secure environments and (largely) without the presence of spectators.

Now, over a year into the pandemic, it is a good time to consider how the commercial sports world has spent the last year dealing with a period of global turmoil for the industry. In doing so, we will consider the following topics:

  • the impact of COVID-19 on broadcasting deals;
  • technological innovation in sport exploitation;
  • esports and streaming; and
  • an assessment of the investment and sponsorship landscape over the last 12 months.

It will become apparent that the pandemic has also brought significant opportunity for stakeholders in the industry to innovate, evolve and improve their commercial offering on turbocharged timelines. This article finishes with a forward-looking assessment on what trends and developments from the last year are expected to continue in the forthcoming 12 months.

Continue reading this article...

Register with your email and password
Already a member? Sign in

Get access to all of the expert analysis and commentary at LawInSport including articles, webinars, conference videos and podcast transcripts.  Find out more here.

Related Articles

About the Author

Ansgar Fabender

Ansgar Faßbender

Ansgar Faßbender, LL.M. currently works as a trainee lawyer for Bird & Bird in the Media, Entertainment and Sport practice group in Düsseldorf, Germany. He supports the practice group primarily in advising various associations, clubs and agents on relevant legal matters. He also assists arbitrator Prof. Dr. Martin Schimke, LL.M. in proceedings at the Court of Arbitration for Sport (CAS) in Lausanne. Ansgar regularly speaks at sports conferences focusing on the law governing football intermediaries. 

  • This email address is being protected from spambots. You need JavaScript enabled to view it.
Conor Hume

Conor Hume

Conor is an Associate, Sports Team, Bird & Bird LLP (London) who takes a solution-based approach to advising clients on key commercial issues, predominantly in the media and sports sectors.

Conor trained with Bird & Bird and qualified into the sports team in 2020. He is experienced in advising on sports-related commercial issues and has acted for a wide range of entities within the sporting ecosystem including governing bodies, event organisers, clubs, commercial sponsors, broadcasters and betting companies. Conor's practice covers an extensive range of sports such as football, rugby union, cricket, tennis, athletics and esports.

  • This email address is being protected from spambots. You need JavaScript enabled to view it.
Dr. Joseph Fesenmair

Dr. Joseph Fesenmair

Dr. Joseph Fesenmair is  a partner specialising in IP, media and sports law in our Munich office, where he acts as co-head of our international Media, Entertainment and Sport Sector Group. He bring deep experience in trade mark, design, copyright and unfair competition law and am widely known for my expertise in sports and sponsorship.  

Leave a comment

Please login to leave a comment.


Legal Advisors

Upcoming Events

There are no up-coming events

Copyright © LawInSport Limited 2010 - 2021. These pages contain general information only. Nothing in these pages constitutes legal advice. You should consult a suitably qualified lawyer on any specific legal problem or matter. The information provided here was accurate as of the day it was posted; however, the law may have changed since that date. This information is not intended to be, and should not be used as, a substitute for taking legal advice in any specific situation. LawInSport is not responsible for any actions taken or not taken on the basis of this information. Please refer to the full terms and conditions on our website.