How does shirt sponsorship work
From a club's perspective, it should consider the exposure of liability that might arise from such clauses — remember you should be wary of promising something that you can't control i. A good example might be the recent emission scandal involving Volkswagen. Although the media attention on this actually concerns the sponsor dropping the club due to a need to cut spending, it is a classic situation which would trigger a morality clause in a sponsorship agreement.
Remember Me. Get access to all of the expert analysis and commentary at LawInSport including articles, webinars, conference videos and podcast transcripts. Find out more here. His practice includes general commercial and technology contracts and he has particular experience in negotiating sponsorship and endorsement contracts for sports brands, sports retailers and high profile athletes and celebrities.
Senior Associate, RPC Josh's work includes acting for Premier League football clubs, club owners, international football players, sports betting operators, sponsors, kit manufacturers, sports retailers and national governing bodies. Josh has been the lead associate on High Court and Court of Appeal matters involving football kit and supply arrangements, intellectual property disputes involving sports betting, and on regulatory investigations involving football transfers and agents' fees.
Josh also contributes to the national press commenting on legal issues in sport. 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. The ever-changing face of the football kit, then, is not just an evolution of modern shirt design and an extension of clothing technology into sport, but is a reflection of a shift in the status of merchandise and football itself in the eyes of football clubs, manufacturers and sponsors.
Follow vincetalksfooty. Enjoy our content? Join our newsletter to get the latest in sports news delivered straight to your inbox! Your sports. Join Newsletter. Due to this change if you are seeing this message for the first time please make sure you reset your password using the Forgot your password Link. Business Long Reads Popular. By Sam Forsdick 12 Mar Unveiling a new strip is a big moment in the calendar for any football club — but the kit deals they sign with major sports brand also count for a huge slice of their income.
Sponsorship is complex; it is not merely providing financial support because someone has a good cause. When properly done, sponsorship creates a meaningful three-way relationship between you, the organization or cause you're sponsoring, and your audience. The key goal is to quickly create a quality audience. To do that, you must align with the right opportunities. The first thing to consider here is reach. Who is the audience for this event or cause? How many people will your branding reach?
To take social media influencers as an example, the size of the audience is important, but so is the engagement level of the audience. You need to make sure your sponsored content is seen and does not disappear into the void.
You also need to think about relevance. Sponsorship expert Sophie Morris, writing at LinkedIn , warns against the "logo slap," where you just put your logo onto something and hope it pulls in sales. To get the best possible returns for your sponsorship, you need to be relevant to the audience and the event that you're sponsoring. To find relevant opportunities, try your local Chamber of Commerce or use a sponsorship matching service like Sponsor My Event.