Sports Tech & Data

At a time when organisations operating in the sports sector are increasingly embracing SportsTech, artificial intelligence and innovative data collection techniques to drive meaningful change, our sports technology lawyers can help implement the solutions that:

• Grow your organisation’s brand and reach.
• Improve performance on and off the field.
• Enhance your fans’, customers’, and visitors’ experience in and out of stadia.
• Propel sales of tickets, merchandise, and partnerships.
• Drive internal organisational efficiencies.

We are a full-service, single-site law firm with experts across everything from commercial contracts, intellectual property and corporate to commercial disputes resolution, competition and regulatory compliance. Our sports expertise spans all of these, including our highly regarded Tech & Digital team, making us a leading sports technology law firm.

Our sports technology lawyers bring real-world experience, specialist knowledge, and commercially pragmatic advice to ensure you can:

• Grapple tech in a way that suits your needs and goals.
• Tackle any concerns you have when procuring and implementing sports tech.
• Keep a ‘clean sheet’ when complying with data protection laws and regulations.

Sports tech lawyers that keep you “onside”

Household names trust our experts to advise on SportsTech matters and provide legal confidence to help you to:

Grow your audience and reach through

• Customer relationship management (CRM) solutions.
• Data categorisation and segmentation strategies and systems.
• Supporter engagement and monitoring platforms.

Improve performance on and off the field through

• Player performance, health and wellbeing technologies.
• Scouting and player discovery solutions.
• Wearable technologies.

Enhance your visitor experience in and out of stadia through

• Website and application setup and maintenance.
• External channel moderation tools and software.
• Content management and archiving tools and software.

Propel sales of tickets, merchandise, and partnerships through

• eTicketing systems.
• eCommerce platform setup and maintenance.
• Personalising recommendations using artificial intelligence.

Drive internal organisational efficiencies through

• Use of artificial intelligence and adoption of Gen AI systems.
• General business IT systems and infrastructure setup and maintenance.
• Data warehousing solutions and infrastructure setup and maintenance.

How our sports technology lawyers have “provided the assist” recently

Recently, our team of experts have advised:

• a governing body within the Sport sector on the commercial exploitation of a bespoke technology platform
• a Premier League football club on the procurement of a ticketing platform which forms part of a multi-year partnership between the club and the American ticketing platform.
• a Premier League football club on the procurement of private cloud network across its different premises from a leading multinational IT company and implementation by a separate IT support and services company.
• a Premier League football club on a data sharing agreement with multiple other Premier League clubs to assist in the lawful and secure sharing of data relating to concerns and incidents relating to anti-social behaviour, hate offences, ticket touting, safeguarding, and violations of health and safety instructions and/or guidance at the clubs’ stadiums or online.
• a Premier League football club on the implementation of and subscription to a solution to improve the club’s in-venue and in-crowd experiences
• a Premier League football club on the procurement of a solution to facilitate the club’s creation of a streaming app accessible via TV.
• an EFL Championship football club on the club’s procurement of a SaaS solution for live streaming and video on demand software for streaming the club’s footage and content.

Find out more about how we support sports organisations, and our wider Sports Law team by visiting our dedicated page here.