LegalGELegalGE
...

Sports Sponsorship Agreements

Is Ambush Marketing illegal in Georgia?

While there is no specific law named "Ambush Marketing," such actions can be prosecuted under Unfair Competition and Advertising laws for misleading consumers.

What rights does a Title Sponsor get?

Typically, naming rights, logo on all materials, prime advertising spots, data access, and category exclusivity.

Can I sponsor a federation but not the team?

Yes, sponsorship packages can be tailored. You can sponsor a specific tournament or development program without sponsoring the national team directly.

How to handle gambling sponsorship?

Gambling ads are restricted in Georgia. Sponsorship requires strict compliance with regulations, such as age verification warnings and placement limits.

Reading Time

2 min

Published

...

Sports Sponsorship Legal Support is a specialized service for sports federations, leagues, and tournament organizers. Unlike individual endorsements, this is a large-scale B2B (Business-to-Business) transaction involving million-dollar investments and broad marketing rights. Sports sponsorship includes stadium branding, TV advertising, digital activation, and exclusivity guarantees. Our service helps Rights Holders create sound sponsorship packages and protect them from "Ambush Marketing." We also assist Brands (Sponsors) in ensuring their investment is secure and they receive the promised value.

What Does the Sports Sponsorship Service Cover?

The service covers the legal aspects of sports marketing:

  • Sponsorship Agreements: Preparing contracts for general, technical, and media sponsors. Inventorying and legally packaging rights.
  • Ambush Marketing Prevention: Creating mechanisms to prevent non-sponsor companies from capitalizing on the event's popularity for free (e.g., unauthorized advertising near the stadium).
  • Broadcasting Rights: Integrating the sponsor into TV and internet broadcasts.
  • Intellectual Property: Licensing rights to use logos, symbols, and trophies for the sponsor.
  • Compliance: Ensuring sponsorship complies with international federation (FIFA, UEFA, IOC) regulations and local laws (e.g., gambling advertising).

Real-World Situations When You Need This Service

Sports organizations often face the following problems:

  • Unauthorized Activity: A competitor brand distributes free products at the stadium entrance. The lawyer uses the Law on Advertising to stop the activity.
  • Sponsor Insolvency: The title sponsor cannot pay. The lawyer activates the bank guarantee or terminates the contract claiming damages.
  • Tournament Cancellation: The tournament was canceled due to a pandemic or force majeure. Negotiation with the sponsor regarding fund rollover or refund is needed.
  • Broadcaster Conflict: The TV channel failed to show the sponsor's banner in the shot. The sponsor demands compensation. The lawyer settles the dispute with the media partner.

Georgian Legal Framework

Sports sponsorship is regulated by the "Law of Georgia on Advertising", the "Civil Code", and the "Law on Sport". Special regulations apply to gambling and alcohol sponsorship. At the international level, the Olympic Charter and federation marketing regulations are important.

Process: How a Specialist Works

Legal support includes:

  1. Audit: Checking the organization's commercial rights (what is free to sell).
  2. Protection: Including strict sanctions for breaches in the contract.
  3. Enforcement: Monitoring during the event to maintain a "Clean Zone."

Why Legal.ge?

Legal.ge offers lawyers who understand the sports business ecosystem. Sponsorship is the main financial vein of sports. With our help, you can protect your commercial interests and build a trustworthy reputation with business partners.

Updated: ...

Specialists for this service

Loading...