A&M Event Series: Innovative Sponsorships - Anticipating the legal risks to make the best ideas possible

Sponsorship these days is all about standing out from the crowd. Picking the right property to sponsor, and making sure you've maximised your rights package is just the start.  It's the role of marketing teams and agencies to make sure the sponsorship captures not only people's vision, but also their hearts and minds.

In recent years we've seen rightsholders and their partners coming up with ever-more inventive activations and initiatives. Money can't buy experiences can present interesting challenges - from ensuring the correct insurance for whacky ideas, to dealing with celebrity no shows. And it's not just traditional long-term sponsor relationships that present these sorts of challenges - sport can reach wide audiences for one-off promotions. For example in F1 we've seen one-off movie promotions - the Alpine F1 team (of which Ryan Reynolds is an investor), ran a special livery, showcasing the colours of Deadpool together with Wolverine claw marks to promote the latest film in the franchise, and we've seen Mercedes F1 driver George Russell wandering the paddock dressed up as The Kingsman, to promote that film. The IP considerations around such initiatives can be complex.

In this session we'll help you understand and navigate the legal implications of novel sponsorship activation.  

If you have any queries, please contact our events team.