Commercialising Sports Rights

Module Overview

Every governance structure, every integrity system, and every athlete relationship studied in this course depends on commercial revenue to function. This module examines how that revenue enters sport, what it demands in return, and how contracts reconcile competing motivations. You will begin with the foundational question: what is a 'right' in sport, and how does it become something that can be contracted for? The module introduces the three-layer rights bundle — intellectual property, contractual rights, and governance-derived authority — that defines what a sports right actually is. From there, it moves to two of the most significant commercial domains: media rights and broadcasting, where deals reshape when competitions are played and who can watch them; and sponsorship, where the core asset is association and reputation rather than intellectual property. By the end of this module, you will understand how the commercial architecture of professional sport operates, be able to advise on the key legal issues in broadcasting and sponsorship agreements, and critically assess the tensions between commercial imperatives and the broader interests of sport.

Learning Objectives

• 1 Explain how sporting rights are identified and characterised as legal interests capable of being contracted for.
• 2 Analyse the legal frameworks governing the sale and licensing of sports broadcasting and media rights.
• 3 Evaluate the competition law implications of exclusive broadcasting arrangements and collective selling models.
• 4 Describe the key elements of sports sponsorship agreements and the legal issues that arise in brand association with sport.
• 5 Assess the legal protection of athlete image rights and the tensions between individual and organisational commercial interests.
• 6 Critically evaluate the impact of digital media and emerging technologies on the traditional commercial models of sport.

How This Module Connects

Lectures

Tutorials