Publishing content related to sports law is complex in line with advertising standards, brand protection and intellectual property (IP) rights. It is crucial, therefore, that advertisers and brands promote ethical advertising standards, comply with existing governing laws and regulations in that jurisdiction whilst taking into consideration aspects of contract law, intellectual property law, advertising law and media law to ensure fair competition because violations can result in significant penalties and/or damage the brand’s reputation and consumer trust.
Sports organisations invest heavily in their branding and a significant concern is where non-sponsor brands attempt to leverage an organisation’s branding without official sponsorship rights.
Sports organisations may, upon request, enter into licensing agreements with brands to use relevant IP in exchange for a fee. Any unauthorised use of IP rights can lead to significant financial loss for IP rights holders, legal action, fines, penalties, or injunctions.
Conclusion
Publishing content around sports events is a legally complex area. Stakeholders must understand the legal frameworks and regulations governing the publication and promotion of sports-related content to ensure compliance and protect the integrity of the sport and their own brand in the highly competitive world of sports.