10/06/2026
Athlete sponsorship deals can look straightforward on the surface.
A brand pays an athlete. The athlete promotes the brand. Everyone wins.
In reality, the most expensive disputes often arise from the clauses that receive the least attention during negotiations.
Questions worth considering include:
✓ What happens if the athlete is injured and can't fulfil their obligations?
✓ How broad is the exclusivity clause, and could it prevent future commercial opportunities?
✓ Who actually owns the athlete's image rights?
✓ Could a morality clause allow the sponsor to terminate the agreement over reputational concerns?
✓ If a dispute arises, will it be resolved through arbitration or the courts?
Whether you're an athlete, agent or sponsor, taking the time to properly review a sponsorship agreement before signing can help avoid significant legal and commercial issues later.