Sponsorship agreement drafting
We draft sponsorship agreements for individual athletes and clubs — covering the full scope of commercial terms, regulatory compliance and dispute resolution provisions.
Sponsorship & Commercial Rights in Professional Sport
Licensed lawyers at AMBY Legal advise athletes, clubs, agents and commercial partners on sponsorship agreements, image rights licensing, broadcast rights and the full range of commercial arrangements in professional sport.
Our clients
Commercial Rights in Sport
Professional sport generates significant commercial value — in athlete image rights, club branding, broadcast rights, naming rights, kit sponsorship, and event licensing. Structuring and protecting these rights requires legal expertise that sits at the intersection of sports law, intellectual property and commercial contract law.
Commercial arrangements in sport are also more complex than they appear. A sponsorship agreement that seems straightforward can create conflicts with federation regulations, clash with existing club or league commercial agreements, or leave the athlete exposed when the sponsor terminates early. An image rights structure that works commercially may create tax complications. A licensing agreement that does not clearly define the scope of the licence generates disputes when the licensee uses the rights beyond what was intended.
AMBY Legal advises athletes, clubs, sports agents and commercial partners on the full range of commercial rights in professional sport — from deal structuring through to dispute resolution when commercial arrangements break down.
Types of Commercial Arrangements We Handle
Athlete sponsorship agreements: Individual athlete sponsorship deals — equipment and apparel deals, brand ambassadorships, product endorsements — are among the most commercially significant agreements an athlete will sign. We draft and review sponsorship agreements for athletes at all levels — from emerging professionals to established international competitors.
Club sponsorship and naming rights: Club-level sponsorship arrangements — shirt sponsors, stadium naming rights, sleeve sponsors, training kit partners — involve significant sums and long-term commitments. We advise clubs on structuring and negotiating these arrangements.
Image rights licensing: An athlete’s image — name, likeness, signature, voice, and associated personality rights — is a commercially valuable asset that can be licensed independently of any employment relationship.
Broadcast and media rights: Clubs, leagues and event organisers generate revenue from broadcast rights — television, streaming, digital media. We advise on broadcast rights arrangements and on disputes arising from them.
Licensing and merchandising: The right to use a club’s badge, colours or an athlete’s image on merchandise — shirts, equipment, games, collectibles — generates licensing income. We draft and review licensing agreements for clubs and athletes.
Event sponsorship and commercial agreements: Sports events — tournaments, matches, training camps, appearance agreements — involve their own commercial arrangements. We advise event organisers and athletes on the structure of appearance fees, performance bonuses, and commercial rights associated with event participation.
IT Company Registration
Register an IT company in Belarus and join the High-Tech Park with professional legal support.
Federation Regulations and Commercial Rights
Commercial arrangements in professional sport do not exist in a regulatory vacuum. Federation regulations impose significant constraints on what athletes and clubs can and cannot do commercially.
Kit and equipment regulations: Most federations require athletes to wear kit approved by the club or the national association during competition. Individual sponsorship arrangements that conflict with the club’s or federation’s kit agreement can create serious problems. We advise athletes on how to structure personal sponsorship deals that comply with the applicable regulations.
Betting and gambling restrictions: Most major sports federations prohibit athletes from entering into commercial arrangements with betting companies. Violations can result in disciplinary proceedings. We check commercial arrangements for compliance with the applicable federation regulations before they are signed.
Exclusivity conflicts: A club’s existing commercial agreements — with a kit manufacturer, a beverage brand, a technology partner — typically include category exclusivity provisions. An athlete’s personal sponsorship deal that conflicts with the club’s exclusive arrangements can create a breach of contract situation. We identify potential conflicts before they arise.
Social media and digital content: Federation and club regulations increasingly govern athletes’ use of social media — including restrictions on sponsored content, disclosure requirements, and blackout periods around major events. We advise athletes on compliance with these requirements when structuring social media sponsorship arrangements.
Other Services
Sponsorship agreement review
We review sponsorship agreements proposed by commercial partners — identifying risk provisions, explaining the implications and recommending amendments before signature.
Image rights structuring
We advise on the optimal structure for image rights arrangements and draft the relevant documents — standalone image rights agreements, licences and assignments.
Licensing agreement drafting
We draft licensing agreements for clubs and athletes — covering merchandise, digital content, broadcast rights and other commercial licences.
Federation compliance
We check commercial arrangements for compliance with the applicable federation regulations — kit regulations, betting restrictions, exclusivity obligations and social media policies.
Commercial dispute resolution
We represent athletes, clubs and commercial partners in disputes arising from sponsorship, licensing and image rights arrangements — before CAS, national courts and commercial arbitration.
Negotiation support
We advise on negotiation strategy and represent clients in commercial negotiations with sponsors, broadcasters and commercial partners.
IT Company Registration
Register an IT company in Belarus and join the High-Tech Park with professional legal support.
Why Clients choose us
Sports and commercial law expertise:
We understand both the commercial context and the sports regulatory framework — essential for advising on arrangements that sit at the intersection of the two.
Multi-sport coverage
We advise on commercial arrangements across football, ice hockey, basketball and other professional sports — under the applicable federation regulations for each.
Belarus expertise
We understand the specific position of Belarusian athletes and clubs in international commercial arrangements — including applicable intellectual property law and enforcement options in Belarus.
Remote service
We advise on commercial arrangements and draft agreements remotely. Athletes and clubs anywhere in the world can instruct us.
Dispute prevention
We draft commercial agreements with disputes in mind — anticipating the points of friction and structuring the arrangement to minimise the risk of future litigation.
FAQ
Can an athlete sign a personal sponsorship deal that conflicts with the club’s kit agreement?
Not without the club’s consent — and even then, only if the federation regulations permit it. Most clubs have exclusive kit and equipment agreements that bind the athlete during competition. Personal sponsorship deals with competing brands must be structured to avoid conflict with these agreements. We identify potential conflicts before they arise and advise on how to structure personal deals within the applicable constraints.
What is a morality clause and how does it work?
A morality clause — sometimes called a conduct clause — allows the sponsor to terminate the agreement if the athlete engages in conduct that the sponsor considers harmful to its reputation. These clauses are standard in sponsorship agreements but vary widely in scope. A broadly drafted morality clause gives the sponsor significant termination rights; a narrowly drafted one provides more protection for the athlete. We negotiate morality clause language that is reasonable and balanced.
How are image rights valued for tax purposes?
Image rights are valued at their market value — the amount a willing buyer would pay a willing seller for the right to use the athlete’s image in the specified way. This valuation affects the tax treatment of image rights payments. An arrangement where image rights are overvalued relative to the athlete’s actual commercial profile creates tax risk. We advise on appropriate image rights valuations and structuring.
What happens to sponsorship agreements if an athlete is injured and cannot fulfil obligations?
It depends on the contract. Most sponsorship agreements include force majeure provisions that address events beyond the athlete’s control — including serious injury. Some agreements include specific provisions for injury, reducing the athlete’s obligations or suspending the sponsor’s payment obligations during an injury period. We draft these provisions carefully and advise athletes on their rights when injury affects their ability to perform.
Can a club terminate a sponsorship agreement if it is relegated?
Only if the agreement provides for termination on relegation — many agreements include a material adverse change or sporting failure clause that allows termination or fee reduction on relegation or other significant sporting events. Without such a clause, relegation does not automatically give either party the right to terminate. We advise clubs and sponsors on how to structure these provisions and on the rights of both parties when a sporting failure event occurs.
What is the difference between assigning and licensing image rights?
A licence allows the licensee to use the image rights for a defined period and purpose, while the athlete retains ownership. An assignment transfers ownership of the image rights to the other party permanently. In practice, athletes almost never assign their image rights — they licence them. The distinction matters because a licence expires or can be terminated; an assignment is permanent. We advise athletes on the distinction and ensure that agreements are structured as licences rather than assignments unless an outright transfer is specifically intended.