About

Sport is at the heart of my work (and my life!). I'm known as a leading sports lawyer, focusing on the exploitation of commercial and IP rights but I also work across media, technology and advertising, My 'sweet spot' is where these intersect with sport, for example negotiating sponsorship deals in highly regulated sectors, drafting complex sports tech contracts, and advising on ambush marketing.

I'm principally a commercial contracts lawyer, but also provide specialist advertising / media / broadcast regulatory advice.

I was once an elite athlete and bring that energy and focus to my legal work – I'm commercially minded and see winning as getting the 'right' outcome based on my client's business objectives. Having spent 7 years in-house at London 2012, I also appreciate the pressures clients are under to get things done!

Experience

Commercial, technology & IP

  • Negotiating multi-million pound global sponsorship agreements, including naming-rights deals, kit-deals, front-of-shirt deals and major celebrity endorsements
  • Crafting complex tech agreements, including for the supply of multifaceted, cutting-edge solutions, software development, and novel AI applications
  • Crafting joint venture and collaboration agreements, often with complicated IP ownership aspects; franchising and IP licensing agreements
  • Supporting clients in respect of all aspect of hosting events and drafting related agreements including for: ticketing platforms, venue hire, merchandising, ticket and hospitality etc
  • Working on international media rights deals and regulatory matters related to advertising/branding in and around broadcast and other media content

Sport

  • Acting as a trusted advisor to sports clients, helping to maximise their revenues and mitigate risks; drawing on experience of being a board member of national and international sports bodies
  • Navigating complex commercial deals, for sports rights holders, sponsors, media partners and other sports businesses; dealing with contractual matters relating to sports events including media rights, venues, ticketing, merchandising
  • Working on complex joint ventures and structuring deals often where a new league, event or similar structure is being established
  • Counselling leading athletes and their personal advisors on key relationships with agents, teams and commercial / investment partners, as well on as the protection, structuring and exploitation of their image rights
  • Advising on advertising, media and IP regulatory and clearance matters in sport including ambush marketing, ad clearance, virtual advertising and branded content

Media & entertainment

  • Working on all aspects of branded content, including negotiating production agreements and advising on compliance with Ofcom regulatory requirements
  • Advising on virtual advertising and other branding and advertising integrated into content
  • Negotiating on-screen talent agreements, for talent and broadcasters
  • Drafting T&Cs for media / content platforms, collaboration and partnership agreements for social media
  • Navigating the complex media regulatory landscape for broadcasters, on demand service providers and video sharing platforms, including advising on the requirements to notify Ofcom and compliance with rules

Advertising & marketing

  • Supporting brands and advertising agencies in navigating pitfalls when designing and executing campaigns involving sports rights and / or athletes, including ambush marketing
  • Demystifying the complex media regulation relevant to branded content, including Ofcom's sponsorship and product placement rules
  • Negotiating client-agency agreements, production agreements and talent contracts
  • Drafting ad tech agreements, including for the supply of complex AI based software solutions

Testimonials

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The "always excellent" Alex Kelham is praised by clients for being "highly responsive, with a wide-ranging knowledge on all matters." She is co-head of the firm's sports business group and advises across the gamut of commercial and regulatory matters.
Chambers & Partners
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Services

Sectors