S&C Partners Matt Goodman, Rachel Yu and Rich Le Page, along with associates KJ Lim and Sabrina Macklai, co-authored an article for Bloomberg Law examining the growing legal and commercial complexities of brand sponsorships amid the expansion of sports markets driven by new digital channels and the legalization of sports betting. They discuss the importance of advance planning to mitigate reputational and financial risk, protect exclusivity and maximize long-term sponsorship value.
The authors highlight the importance of early, close collaboration across internal teams in order to align sponsorship rights with business strategy and future-proof investments, particularly as sponsorships continue to increase in scope, value and duration. “By partnering closely with commercial, branding, and marketing teams on past pain points and future goals, legal teams add commercial value in prioritizing the right issues and crafting appropriate frameworks,” they write.
Read: “Successful Brand Sponsorships Require Collaboration with Legal”