Tutorial 6: Sports Media Rights & Sponsorship

Tutorial Overview

This final tutorial explores the commercial dimensions of modern sport — sponsorship agreements, media rights deals, and intellectual property protection. Through analysis of real sponsorship and broadcasting arrangements, you'll develop skills in identifying the key legal issues that arise in structuring these increasingly complex deals.

The session emphasises the intersection of contract law, intellectual property, and competition law in the commercial sports context. You'll examine how sporting organisations generate revenue, how they protect their commercial interests, and the regulatory challenges that arise as sports commercialisation intensifies globally.

Materials & Resources

Pre-reading & Preparation:

• Watch Module 5, Lecture 1: "Sponsorship & Commercial Agreements" (60 minutes)
• Watch Module 5, Lecture 2: "Media Rights & Broadcasting" (60 minutes)
• Watch Module 5, Lecture 3: "Intellectual Property in Sport" (60 minutes)
• Review real-world agreement templates and case examples in Module 5

Related Module: Module 5: Commercialising Sports Rights

Connection to Course

This tutorial brings the course to a close by exploring the commercial side of sport. The contract interpretation and negotiation skills you've developed throughout the course — particularly in Tutorial 3 on player contracts — apply directly to commercial agreements in sport.

Completing this final tutorial gives you a comprehensive understanding of the full landscape of sports law, from governance and regulation through to the commercial dimensions that increasingly shape modern professional sport. These concepts and skills will provide a solid foundation for further study or professional practice in sports law.

Discussion & Questions

Have questions about this tutorial or the course? Head to the Discussion Forums on eLearning to connect with other students and your lecturer.