Sports Marketing Agreements: Legal, Fiscal and Practical Aspects (ASSER International Sports Law Series)

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 burden on 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. With a Foreword by Prof. Paul Anderson, Associate Director, National Sports Law Institute, Marquette University Law School, Milwaukee, USA 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 connection with the commercialisation and sale, 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 burden on the resulting revenues, which can be quite significant. 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. Prof. Ian S. Blackshaw is a Member of the Court of Arbitration for Sport in Lausanne, Switzerland. This book appears in the ASSER International Sports Law Series, under the editorship of Prof. Dr. Robert Siekmann and Dr. Janwillem Soek With a Foreword by Prof. Paul Anderson, Associate Director, National Sports Law Institute, Marquette University Law School, Milwaukee, USA 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 connection with the commercialisation and sale, 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 burden on the resulting revenues, which can be quite significant. 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. Prof. Ian S. Blackshaw is a Member of the Court of Arbitration for Sport in Lausanne, Switz erland. This book appears in the ASSER International Sports Law Series, under the editorship of Prof. Dr. Robert Siekmann and Dr. Janwillem Soek Front Matter....Pages i-xx Introductory Remarks....Pages 1-2 Negotiating Drafting and Interpreting Sports Marketing Agreements: Some General Legal and Practical Points and Considerations....Pages 3-16 The Importance of Intellectual Property Rights in Sports Event Marketing....Pages 17-27 Letters of Intent, Heads of Agreement and Preliminary Agreements....Pages 29-66 Confidentiality and Non-Disclosure Agreements....Pages 67-72 Sports Event Management Agreements....Pages 73-87 Sports Corporate Hospitality Agreements....Pages 89-120 Sports Sponsorship Agreements....Pages 121-164 Sports Stadia Naming Rights Agreements....Pages 165-207 Sports Stadia Concession Agreements....Pages 209-222 Sports Licensing and Merchandising Agreements....Pages 223-252 Sports Image Rights and Endorsement Agreements....Pages 253-283 Sports TV Rights Agreements....Pages 285-312 Sports New Media Rights Agreements....Pages 313-378 Fiscal Aspects....Pages 379-430 EU Aspects....Pages 431-452 Alternative Dispute Resolution....Pages 453-464 ‘Best Endeavours’ Clauses....Pages 465-469 ‘Boiler Plate’ Clauses....Pages 471-504 Concluding Remarks....Pages 505-506 Back Matter....Pages 507-516 Annotation Sports marketing is a global phenomenon and a major industry. This book breaks ground in that it combines the theory and the practice of sports marketing agreements. It includes a wide-ranging collection of precedents of sports marketing agreements