Sports Marketing Agreements: Legal, Fiscal and Practical Aspects

  • Ian S. Blackshaw

Part of the ASSER International Sports Law Series book series (ASSER)

Table of contents

  1. Front Matter
    Pages i-xx
  2. Ian S. Blackshaw
    Pages 1-2
  3. Ian S. Blackshaw
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  18. Ian S. Blackshaw
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  19. Back Matter
    Pages 507-516

About this book


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.


CAS Image Rights International Sports Law Sponsorship Sports Marketing

Authors and affiliations

  • Ian S. Blackshaw
    • 1
  1. 1., ASSER International Sports Law CentreT.M.C. Asser InstituutThe HagueNetherlands

Bibliographic information

  • DOI
  • Copyright Information T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author 2012
  • Publisher Name T. M. C. Asser Press
  • eBook Packages Humanities, Social Sciences and Law
  • Print ISBN 978-90-6704-792-0
  • Online ISBN 978-90-6704-793-7
  • Series Print ISSN 1874-6926
  • Buy this book on publisher's site
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