Increasingly, brands recognize the value of being associated with complementary brands – whether commercial businesses or charitable causes. We help clients across a wide variety of sectors to develop such links, via sponsorship, brand collaboration or celebrity endorsement.

It is vital we understand the objectives of both parties, and the restrictions within which each must work, to assist each side in getting ‘value for money’ and making good use of its brand association with the other.  Occasionally these relationships break down, but we are experienced in how best to manage or prevent any resulting negative publicity. We have a longstanding involvement with Formula One racing and have advised on numerous high-value sponsorship agreements with the large corporate names that want to appeal to the 350 million viewers of each Grand Prix race.

Recent work 

  • Advising one of the world’s top five most recognizable brands on its innovative sponsorship, co-marketing and global technology agreement with a Formula One team. This was a first in this area, and is an example of the trend towards brand collaboration.
  • Advising on sponsorship agreements for the Renault Formula One team.
  • Working on the Swarovski sponsorship of fashion designer Christopher Kane.
  • Advising a well known brand of sports clothing manufacturer on its sponsorship of a Championship League Football Club.
  • Advising a multinational on the celebrity endorsement agreements for its well known hair care brand.

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