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Women\u2019s sport is continuing to grow in popularity and gain fans and attract major sponsors all over the world.<\/p>\n
This is particularly true of women\u2019s football, where it is reported that many men prefer to watch and follow the women\u2019s game, which is opening up new sports marketing opportunities.<\/p>\n
Several major brands are investing in women\u2019s football, reflecting its growing popularity, and these include the likes of Barclays, Visa and Avon.<\/p>\n
In fact, BARCLAYS, the major international banking group, are the title sponsors of the successful Women\u2019s Super League, the female equivalent of the men\u2019s Premier League.<\/p>\n
For some time, VISA, the credit card and digital payments international company, has sponsored UEFA Women\u2019s Football, with the aim of promoting equality, diversity and inclusion in the women\u2019s game, which are much needed.<\/p>\n
AVON, the well-known beauty brand, sponsors Liverpool FC Women\u2019s Team, being the first female-focussed brand to do so in 2017.<\/p>\n
One of the particular benefits for sponsors of women\u2019s football allows brands to be seen as innovative and progressive, the so-called \u2018first mover<\/em>\u2019 phenomenon, which provides a clear marketing advantage for their products and services.<\/p>\n Also, sponsors are able to promote the entire sport and not just individual women\u2019s clubs or football associations.<\/p>\n Again, sponsors are able to reach and engage with a growing fan base of women\u2019s football, as well as focussing on different target groups of consumers than men\u2019s football.<\/p>\n This, for example, was one of the reasons for CLARINS, the skin care and cosmetics international company, to enter the women\u2019s football shirt sponsorship market.<\/p>\n As regards the sponsorship agreements themselves, these need to be carefully and clearly drafted and, in particular, the sponsorship rights, including their geographical scope, and the use of logos and other intellectual property rights, should be precisely defined.<\/p>\n Sponsorship agreements may be granted for monetary payments or payments in kind or a mixture of both. Again, clear drafting of them is the name of the game.<\/p>\n Termination clauses and the legal and practical consequences of them need to be defined, as well as applicable law and dispute resolution provisions included in the agreements.<\/p>\n We advise and represent sponsors of women\u2019s football and their clubs on sponsorship agreements, including the negotiation and drafting of them and disputes, and further information is available from Dr Lucien Valloni, our Managing Partner, or Prof Dr Ian Blackshaw, our International Sports Law Consultant, by emailing them at valloni@valloni.ch<\/a> and blackshaw@valloni.ch<\/a> respectively.<\/strong><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Women\u2019s sport is continuing to grow in popularity and gain fans and attract major sponsors all over the world. This is particularly true of women\u2019s football, where it is reported that many men prefer to watch and follow the women\u2019s game, which is opening up…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[55],"tags":[],"class_list":["post-23603","post","type-post","status-publish","format-standard","hentry","category-news-de"],"yoast_head":"\n