Image Rights in Professional Sport

Commercial arrangements involving athletes may permit businesses to use photographs, names, likenesses, signatures, appearances, social media content and other elements associated with the athlete’s identity.

The agreement should define precisely what the other party may use, for what purpose, in which territories, through which media and for how long. It should also address approval rights, exclusivity, payment and what happens to existing promotional material when the relationship ends.

For athletes requiring wider advice on their professional and commercial relationships, see our Athlete & Player Representation practice.

Sponsorship, Endorsements & Licensing

Image rights frequently form part of a wider sponsorship or endorsement arrangement. A sponsor may seek rights to associate its products or services with an athlete, club or sporting organisation, while the rights-holder will want to retain appropriate control over how its identity and reputation are used.

We advise on licensing provisions, exclusivity, brand use, promotional obligations, approval mechanisms, content rights, merchandising and termination.

For dedicated advice on these commercial relationships, see our Sports Sponsorship & Endorsement Agreements practice.

Protecting Sports Brands & Intellectual Property

Sports intellectual property extends beyond individual athletes. Clubs, teams and sports organisations may own or control valuable trade marks, logos, designs, digital content, photographs, video material and other brand assets.

We can advise on ownership, contractual protection, licensing and commercial use of those rights. Where appropriate, intellectual property provisions should also be considered alongside the organisation’s broader commercial contracts and sponsorship arrangements.

For agreements governing these rights, our Sports Contract Lawyers advise on drafting and negotiating sports-related commercial agreements.

Transfers, Clubs & Commercial Rights

Image rights and intellectual property issues can also arise as part of wider sporting transactions.

A player’s move to a new club may require careful treatment of existing sponsorship commitments, club commercial obligations and the use of the player’s image. Our Player Transfer Lawyers advise on the contractual aspects of domestic and international transfers.

Clubs and sports organisations may also need to coordinate player rights with their own sponsorship, merchandising and commercial arrangements. Clear contractual drafting can help avoid conflicting commitments between a player’s personal sponsors and the club’s commercial partners.

Unauthorised Use & Sports IP Disputes

Disputes may arise where an athlete’s image, a club’s brand or other protected material is used without authority, beyond the agreed licence or after contractual rights have ended.

Other disputes can concern ownership, licensing fees, exclusivity, sponsorship rights, contractual restrictions or the interpretation of an image rights agreement.

The appropriate response will depend on the rights involved, contractual framework, governing law and the nature of the alleged infringement.

Where a sports IP or commercial disagreement develops into contentious proceedings, our Sports Arbitration & Disputes Lawyers can advise on dispute strategy and the appropriate forum.

International Sports & Image Rights

The commercial exploitation of sports rights is frequently international. An endorsement campaign may operate across several countries, while athletes, clubs, sponsors and digital platforms may all be based in different jurisdictions.

Agreements should therefore consider territory, governing law, jurisdiction, licensing scope and the extent to which rights can be used internationally.

LawLex Solicitors advises on English law and international matters within its areas of practice. Where advice on another jurisdiction’s law is required, we can coordinate with appropriately qualified local lawyers, including through LawLex Global where appropriate.

Frequently Asked Questions

What are image rights in sport?

The expression generally refers to commercial rights and contractual arrangements concerning the use of an athlete’s identity, such as their name, image, likeness and other recognisable aspects of their public persona. The precise legal rights involved depend on the circumstances and applicable law.

Can an athlete license their image to a sponsor?

Yes, subject to the athlete’s existing contractual obligations and applicable law. The agreement should define what may be used, for what purpose, for how long and whether the rights are exclusive.

Can a club use a player’s image commercially?

The extent of a club’s rights will depend on the player’s contractual arrangements and applicable legal and regulatory framework. The permitted use should be clearly addressed in the relevant agreements.

What happens if an image or sports brand is used without permission?

The available remedies depend on the rights involved, contractual arrangements, applicable intellectual property law and the circumstances of the use. Early advice can help identify the relevant rights and appropriate response.

Related Sports Law Services

Athlete & Player Representation
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Sponsorship & Endorsement Agreements
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Player Transfers & Transfer Agreements
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Sports Contracts
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Sports Arbitration & Disputes

Speak to Our Sports Image Rights Lawyers

If you need advice on image rights, intellectual property, licensing or the commercial use of an athlete’s or sports organisation’s brand, speak to LawLex about protecting and structuring those rights.