A prestigious deal that you can feel proud of… an opportunity to raise your profile… a lucrative chance to align with a brand you admire. Sponsorship agreements can be highly beneficial to both parties’ interests. But how do you find ‘The One’?

In our long experience of acting in sponsorship and endorsement deals, we have had the pleasure of uniting stars from the world of sport and entertainment with prestigious commercial brands whose values they share. We’ve also negotiated game-changing sponsorship for charities. Many of these relationships have lasted for years, but the fit needs to be right from the start.

The perfect partnership

Whichever side of the deal you are on, it’s important to find the right partner. For a company to sponsor a sports personality, they must have the right kind of reach; from the individual’s perspective, the brand needs to send the right message to their followers. Charities are governed by strict rules as to what they can accept and from whom.

Sometimes we are able to spot occasions when our clients’ interests align and connect them with each other. Or we act as trusted advisers, considering whether a sponsorship or endorsement deal is truly in your interests and what the details should be. From vetting contracts to negotiating on your behalf, we are there every step of the way.

Global presence

A key benefit of sponsorship deals is that they speak to people around the world, regardless of nationality or even language spoken. When our client Novak Djokovic wears the Lacoste crocodile logo on his tennis clothing, sales go up wherever his tournament is being shown. When England cricketers use a Slazenger bat, young players from London to Lahore remember it.

As a truly global law firm, we are well placed to offer joined-up international advice. And with significant experience in the field – having acted in deals like Emirates’ sponsorship of AC Milan, Intel’s groundbreaking agreement with the BMW Sauber F1 team and Nike’s sponsorship of an array of players and clubs in Europe – we can share our market knowledge with your existing advisors.

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As a sports sponsorship and marketing business, we work with global brands on all aspects of sports sponsorship and help them deliver their business objectives. We enjoy working with Anthony and the experienced team at Withers. The firm’s in depth understanding of the key issues facing decision-makers and stakeholders in sport sponsorship and the team’s pragmatic advice, passion and approach with clients reflects our own and ultimately best serve our clients interests.

Robin Fenwick - Right Formula

As my long standing global legal counsel, Withers are a fundamental part of my team. Their advice has been far-ranging in many instances across the spectrum of my tennis and commercial interests.

Novak Djokovic

With the precious support of Withers’ expert commercial sports lawyers, we were able to agree a very valuable and ground-breaking technical partnership with USA Swimming. The partnership has given a huge boost to our brand in the USA and globally.


They have been instrumental in protecting our business interests and their professionalism, availability and attention to detail, as well as the quality of response, have always impressed us.

Renault Sport

Meet the team

Track record

Acted for World Sports Group in relation to commercial rights disputes

We acted for World Sports Group, Asia’s largest sports marketing, media and event management company, in relation to disputes pertaining to an agreement relating to the exploitation of commercial rights.

AC Milan on the sponsorship by Emirates airline

AC Milan, an Italian Serie A football club, on the sponsorship by Emirates airline, which included the San Siro stadium and the Milanello sporting complex

Cancer Research UK

We advised Cancer Research UK on the 'Stand Up to Cancer' campaign broadcast on Channel 4.


We advised SSAFA – the Armed Forces Charity on its sponsorship agreement with BT.

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