Sports Marketing Agreements: Legal, Fiscal and Practical Aspects

1. Front Matter

   Pages i-xx

   PDF

2. Introductory Remarks

   • Ian S. Blackshaw

   Pages 1-2

3. Negotiating Drafting and Interpreting Sports Marketing Agreements: Some General Legal and Practical Points and Considerations

   • Ian S. Blackshaw

   Pages 3-16

4. The Importance of Intellectual Property Rights in Sports Event Marketing

   • Ian S. Blackshaw

   Pages 17-27

5. Letters of Intent, Heads of Agreement and Preliminary Agreements

   • Ian S. Blackshaw

   Pages 29-66

6. Confidentiality and Non-Disclosure Agreements

   • Ian S. Blackshaw

   Pages 67-72

7. Sports Event Management Agreements

   • Ian S. Blackshaw

   Pages 73-87

8. Sports Corporate Hospitality Agreements

   • Ian S. Blackshaw

   Pages 89-120

9. Sports Sponsorship Agreements

   • Ian S. Blackshaw

   Pages 121-164

10. Sports Stadia Naming Rights Agreements

    • Ian S. Blackshaw

    Pages 165-207

11. Sports Stadia Concession Agreements

    • Ian S. Blackshaw

    Pages 209-222

12. Sports Licensing and Merchandising Agreements

    • Ian S. Blackshaw

    Pages 223-252

13. Sports Image Rights and Endorsement Agreements

    • Ian S. Blackshaw

    Pages 253-283

14. Sports TV Rights Agreements

    • Ian S. Blackshaw

    Pages 285-312

15. Sports New Media Rights Agreements

    • Ian S. Blackshaw

    Pages 313-378

16. Fiscal Aspects

    • Ian S. Blackshaw

    Pages 379-430

17. EU Aspects

    • Ian S. Blackshaw

    Pages 431-452

18. Alternative Dispute Resolution

    • Ian S. Blackshaw

    Pages 453-464

19. ‘Best Endeavours’ Clauses

    • Ian S. Blackshaw

    Pages 465-469

20. ‘Boiler Plate’ Clauses

    • Ian S. Blackshaw

    Pages 471-504

Sports marketing is not only a global phenomenon, but also a major industry in its own right. This book breaks new ground in that it combines the theory and the practice of sports marketing agreements, which are at the heart of the commercialisation and marketing of sport. A particular feature of this book is the wide-ranging collection of precedents of sports marketing agreements, including, inter alia, sponsorship, merchandising, TV rights and new media, sports image rights and endorsements, event management and corporate hospitality, that are included and are explained and commented on in the text of the book. The book also covers the EU aspects, which are particularly important in this context, especially collective selling, of Sports TV rights and the drafting of the corresponding agreements; as well as the fiscal aspects of sports marketing agreements in general and sports image rights agreements in particular, which need to be taken into account in order to reduce the tax burdenon the resulting revenues. With so much money at stake in sports marketing, the book also deals with the important topic of dispute resolution and, again, provides the reader with some useful corresponding clauses for settling disputes by ADR, particularly through the Court of Arbitration for Sport (CAS). As the author remarks in his Preface, the aim of the book is to provide a leading resource for all those engaged in any way in the money-spinning field of sports marketing, combining - as this book uniquely does - both the theory and the practice of drafting, interpreting and enforcing a variety of sports marketing agreements, especially those with an international dimension.

• CAS
• Image Rights
• International Sports Law
• Sponsorship
• Sports Marketing

• , ASSER International Sports Law Centre, T.M.C. Asser Instituut, The Hague, Netherlands

  Ian S. Blackshaw

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