The name game: the legal play behind stadium sponsorship deals | Commercial Awareness Compass #27

Stadium naming rights are more than a branding exercise. Behind every headline deal is a legal minefield of exclusivity clauses, IP protections, reputational risk planning and regulatory hoops. This week’s episode breaks down the contracts that give brands their pitch-side presence, and why lawyers are key to making the whole thing work. From Premier League stadiums to more humble local grounds, we unpack how legal teams structure, protect and futureproof one of sport’s most high-stakes commercial plays.The Commercial Awareness Compass by AllAboutLaw, helps you build your commercial awareness every week with a beginners, intermediate and advanced breakdown of a story from an expert lawyer and trainee solicitor host. This story was taken from a live conversation a few months ago. If you don't want to wait for these conversations, head over to the Commercial Awareness Compass to get them straight to your inbox each week. 🚀 Boost your commercial awareness: https://www.allaboutlaw.co.uk/commercial-awareness-compass