Sponsorships & Sports Marketing

Alston & Bird posses a wealth of experience in the fields of sponsorships and sports marketing. The firm represent numerous clients that invest in sponsorship and related activities as a vehicle to promote brand awareness.  Alston & Bird attorneys have negotiated sponsorship relationships with entities that include the Olympics, NFL, NBA, Major League Baseball, United State Golf Association, PGA, NASCAR, as well as numerous professional franchises and university sports programs.  Our clients sponsor events, venues, leagues, teams and individual participants in a a multitude of advertising and promotions opportunities conducted in association with the underlying sponsorship.  We also serve as counsel to sports sanctioning bodies, such as NASCAR and the LPGA, as licensors to sports and celebrity properties, such as the Bobby Jones family, Dale Earnhardt, Dale Earnhardt, Jr., Dale Earnhardt, Inc., and Kathy Ireland.

The Alston & Bird attorneys involved in this practice have a thorough understanding of the intellectual property concepts that form the basis for any sponsorship transaction, as well as the negotiating and drafting skills to bring that experience to bear.