Sports sponsorship contracts: what protects the athlete and the sponsor?

Sponsorship has become a major source of income for athletes and clubs, and an important marketing tool for brands. As its value grows, the detail of the contract matters more than ever.

Key clauses in any sponsorship agreement

• The rights granted to the sponsor: name, image and media appearances.
• Exclusivity and its limits, including competing categories.
• The athlete's or club's obligations: appearances, events and content.
• Fees, performance bonuses and payment dates.
• Termination events, including injury and reputational harm.
• How disputes are resolved, and before which body.

Image rights

An athlete's image and name are among their most valuable commercial assets. The contract should set out precisely how, when and where they can be used, and what happens to those rights when the contract ends.

A good sponsorship contract protects the athlete's commercial value as much as the sponsor's investment.

Aligning with club and federation obligations

An athlete's personal sponsorship may conflict with the club's sponsors or federation rules. Checking those obligations before signing prevents awkward and costly disagreements later.