Table of Legislation

Agreement on the Protection of the Olympic Symbol of 1981 (NairobiAgreement), 227Arbitration Act 1996 [Section 70(4)], 248Bern Convention of 1886, 418Berne Convention for the Protection of Literary and Artistic Works, 21California Civil Code Section 1654, 7CAS Code of Sports-related Arbitration, Article R27, 458CAS Code of Sports-related Arbitration, Article R38, 459CAS Code of Sports-related Arbitration, Article S6, 455CAS Code of Sports-related Arbitration, Articles S4–S11, 455Contracts (Rights of Third Parties) Act 1999, 260Council Directive 85/374/EEC of 25 July 1985 on the approximation of the laws,235Dutch Copyright Act, Article 21, 398ECHR, Article 12, 264ECHR, Article 8, 264ECHR, First Protocol, Article 1, 264European Convention on the Recognition of the Legal Personality of InternationalNon-Governmental Organizations, 457European Interest and Royalties Directive (2003/49/EC), 428Federal Lanham Act, 399French Civil Code, Article 9, 263Intellectual Property (Enabling Provisions) Bailiwick of Guernsey Law 2004, 401Intellectual Property (Office of Registrar) (Bailiwick of Guernsey) Ordinance2005, 401Italian Constitution, Articles 1 and 2, 263Italian Constitution, Articles 2 and 3, 263Italian Law on Copyright No. 633/41, Article 97, 263

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London Olympic Games and Paralympic Games Act of 2006, 227, 399Luxembourg Civil Code, Articles 1382 and 1383, 420Luxembourg Income Tax Act, Article 50bis, 422Luxembourg law on the protection of a person’s private life, 11 August 1982, 419New York Convention on the Recognition and Enforcement of Foreign ArbitralAwards of 10 June 1958, 457Olympic Charter Rule, 9Spanish Basic law, Article 9.2, 267Spanish Constitution, Article 18.1, 264Swedish Act on Names and Pictures in Advertising of 1979, 263Swiss Civil Code, Article 28, 263Swiss Code of Obligations, Article 22, 31Swiss Federal Code on Private International Law, Article 190(2), 457Television without Frontiers Directive, 435TFEU Articles 101 and 102, 433TFEU: Treaty on the Functioning of the European Union, 433Trade Marks (Bailiwick of Guernsey) Law 2006, 402Treaty on the Functioning of the European Union (FEU), Articles 101 and 102,224UEFA: Union of European Football Associations, 434UK Advertising Standards Code, rule 6.5, 262UK Arbitration Act 1996, Section 70(4), 462UK Bribery Act of 2010, 91UK Copyright Designs and Patents Act of 1988, 288UK Copyright Designs and Patents Act of 1988, Section 11(2), 23UK Copyright Designs and Patents Act of 1988, Section 12, 19UK Copyright Designs and Patents Act of 1988, Section 4 (1) (a), 22, 227UK Copyright Designs and Patents Act of 1988, Section 90(3)’ 23UK Copyright, Designs and Patents Act 1988, Section 107(1), 267UK Trade Marks Act 1994, Section 21, 268UK Trade Marks Act 1994, Section 3(1)(c), 22UK Trade Marks Act 1994, Section 92, 267UK Trade Marks Act 1994, Sections 14–16, 267UK Trade Marks Act of 1994, Section 1(1), 22, 226UK’s Data Protection Act 1998, 405UK’s Television Advertising Standards Code, 406US Internal Revenue Code, 167

508 Table of Legislation

Table of Cases

Amsterdam Court of Appeal, 8 November 1996 KNVB and Feyenoord, 134Angela Raguz v Rebecca Sullivan [2000] NSWCA 240, 456Bedford against The Number Ltd: OfCom, February 2004, 262Bettini v Gye (1876) 1 QBD 183, 8Blair v Osborne & Tomkins [1971] 2 WLR 503, 24British Steel Corporation v Cleveland Bridge and Engineering Co Ltd. [1984] 1All ER 504, 31Cable & Wireless PLC v IBM United Kingdom [2002] 2 All ER (Comm) 1041,232Cardtoons, L.C. v Major League Baseball Players Ass’n, 838 F. Supp 1501 (N.D.Okla. 1993), 257Case 36/74 Walrave and Koch [1974] ECR 1405, 431Case C 138/7 Danish Tennis Federation (DTF), OJ, 1996, 433Case T-43/92 Dunlop Slazenger v EC Commission [1994] ECR II-441, 440Civil Chamber of the District Court of Luxembourg June 2nd 1976, 420Commission’s Decision of 20 April, 2001 concerning UEFA’s rule, Comm. Dec.2001/478, 436CPC Group Ltd v Qatari Diar Real Estate Investment Company [2010] EWHC1535 (Ch), 468David Murray v (1) Express Newspapers plc (2) Big Pictures (UK) Limited [2007]EWHC 1908, 405Douglas & Ors v Hello! Limited & Ors [2003] 3 All ER 996, 405Douglas & Others v Hello Limited [2001] 2 WLR 992, 262, 381Douglas Harper v Interchange Group Ltd. [2007] EWHC 1834, 233, 462Edmund Irvine v Lewis A May (Produce Distributors) Limited [1947] 2 All ER, 406Edwards v Skyways Ltd. [1964] 1 All ER 494, 31Elvis Presley Trade Marks [1997] RPC 543 at p. 548, 261, 380Emcor Drake and Scull v Edinburgh Royal Joint Venture 2005 SLT 1233, 10

I. S. Blackshaw, Sports Marketing Agreements: Legal, Fiscal and Practical Aspects,ASSER International Sports Law Series, DOI: 10.1007/978-90-6704-793-7,� T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author 2012

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ETW Corp. and Eldrick ‘Tiger’ Woods, for itself, Tiger Woods and his minorchild, Miss Sam Alexis Woods v Leonard Meng Lee, 265ETW Corp. and Eldrick ‘Tiger’ Woods, for itself, Tiger Woods and his minorchild, Charlie Axel Woods v Josh Whitford, 265ETW Corporation v Jireh Publishing, Inc. (2003 U.S. App. LEXIS 12488, 20 June2003), 257Ex p Dawes Re Moon (1886) 17 QBD 275, 6Exxon Corporation v Exxon Insurance Consultants International Ltd., 21Guernsey Financial Services Commission (‘‘GFSC’’), 415Halifax Life Ltd v The Equitable Life Assurance Society [2007] EWHC 503, 234,462Halsey v Milton Keynes General NHS Trust and Steel v Joy and Halliday [2004]EWCA Civ 576; [2004] 4 All ER 920, 233IBM UK Limited v Rockware Glass Ltd [1980] FSR 335 (CA), 466Irvine v Talksport Ltd. [2003] EWCA Civ 423, 262, 381Italian Supreme Civil Court (Cassazione Civile Sez. I, 2nd May 1991 No. 4785),263Kahn v Electronic Arts GmbH unreported 25 April, 2003 (Germany), 263Leicester Circuits Limited v Coats [2003] EWCA Civ 333, 233Little v Courage Ltd [1994] 70 P&CR, 469, 30Midland Land Reclamation Ltd and Leicestershire County Council v WarrenEnergy Limited 1995 ORB No. 254, 466Peak Construction (Liverpool) Ltd. v McKinney Foundation Ltd. [1970] 1 BLR111, 7Perfume and Levi Straus/Tesco Stores cases, 230Phillips Petroleum Co UK Ltd. v Enron Europe Ltd. [1997] CLC 329, 467Pips (Leisure Production) Ltd. v Walton (1980) 43 P&CR 415, 466Poussard v Spiers (1876) 1 QBD 410, 8Preliminary Ruling by the Court of First Instance of the European Court of Justice(ECJ) (C-102/07), 19Proactive Sports Management Ltd. v (1) Wayne Rooney, (2) Coleen Rooney(formerly McLoughlin), (3) Stoneygate 48 Limited, (4) Speed 9849 Limited[2010] EWHC 1807 (QB), 257R v Independent Television Commissioners ex p TV Danmark 1 Ltd. [2000] 1WLR 1604, 435R&D Construction Group Ltd. v Hallam Land Management Ltd. [2009] CSOH128, 30RAE Lambert v HTV Cymru (Wales) Ltd. 1998 Court of Appeal, 467Ray v Classic FM [1998] unreported, 23Reddaway v Banham [1896] AC 199, 406Rhodia International Holdings Ltd v Huntsman International LLC [2007] EWHC292, 467Richardson v Mellish (1824), 2 Bing. 229, 11

510 Table of Cases

Sheffield District Railway Co. v Great Central Railway Co. (1911) 27 TLR 451,466South Core Inc v Besant and Others (t/a Reef) The Times Law Report of 9 October2001, 229Sports Club & Ors vs HM Inspector of Taxes, 392Sports Club plc v Inspector of Taxes [2000] STC (SCD) 443, 266, 380Street v Mountfort [1985] AC 809, 6Sunrock Aircraft Corporation v Scandinavian Airlines System Denmark–Norway–Sweden [2007] EWHC Civ 882, 463Susan Dunnett v Railtrack PLC [2002] EWCA Civ 302, 233Swiss Federal Tribunal in the case of A. & B. v International Olympic Committeeand International Ski Federation (4P.267/2002; 4P.268/2002; 4P.269/2002; and4P.270/2002), 458Terrell v Mabie Todd & Co. Ltd. (1952) 69 RPC 234, 466UBH (Mechanical Services) Ltd. v Standard Life Assurance Co. The Times 13November, 1986, 467Victoria Park Racing and Recreation Grounds Co Ltd. v Taylor and Others [1937]58 CLR 479, 18White v Bristol Rugby Club [2002] IRLR 204, 8, 473World Wide Fund for Nature v World Wrestling Federation Entertainment Inc.,227Yewbelle Ltd. v London Green Developments Ltd. [2007] EWCA Civ 475, 468

Table of Cases 511

Index

AActive and passive sales, 437Agreement to agree , 30Alternative dispute resolution, 171, 506

Advisory Opinions, 455Arbitration, 453Med-Arb, 453Mediation, 453

Alternative forms of dispute resolution, 129Ambush marketing, 18, 23, 91, 126, 128,

139, 506American Arbitration Association, 129Arena Naming Rights Agreement, 172

BBack-to-back Agreements, 288Brand, 253Brand Protection Programme, 128Bribery, 91Broadcasting rights, 286–288, 293, 435Burden of proof, 235Business information, 68

CClauses

Amendment clause, 471Assignment clause, 472Best endeavours clauses, 465–466Boiler plate clause, 10, 471Boilerplate clause, 238, 315CAS Arbitration reference clause, 459Consideration clause, 168, 225

Counterpart agreements clause, 472Covenant for further assurance clause, 10Definition/interpretation clause, 7Definitions clause, 314Dispute resolution clause, 7, 169–170,

315, 454Efforts clauses, 465Entire agreement clause, 8, 472First refusal and option clause, 226Force majeure clause, 314, 473Further assurance clause, 473Good faith clause, 10, 473Grant of rights clause, 167–168, 224, 438Invalidity clause, 475Liquidated damages and extension

of time clausesMatching option clause, 226, 438Mixed dispute resolution clause, 463Notice clause, 226Notices clauses, 474Performance clause, 225Proper law clause, 315Rights of first refusal and option

clauses, 438Schedules clause, 474Set off clause, 475Severance clause, 8, 238, 475Sports governing body compliance

clause, 10Survival of clause, 475Termination clause, 169Time of the essence clause, 475UK Contracts (Rights of Third Parties)

Act 1999 clause, 472

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C (cont.)Waiver clause, 9, 476Whereas clause, 6

Co-branding, 128, 131Commercialisation of sport, 285, 505Commodification of sport, 254, 285, 505Concession agreement, 209, 210Confidentiality, 67–70, 74, 82, 226Confidentiality/Non-Disclosure Agreement,

67–69Conflict marketing, 128, 209–210, 260, 290Conflict sponsorship, 260Contract ‘‘intuitu personae’’, 225Contracts of adhesion, 7Copyright, 288, 291, 296, 300, 381Copyright assignment, 23Copyright protection, 18Corporate hospitality agreements, 91–92Corporate naming, 165–166, 171Corporate naming rights, 129, 165–166, 171Corruption, 122Counterfeiting, 228Court of Arbitration for Sport , 129Cybersquatting, 22

DData protection, 403Database rights, 401Definitions and Interpretation clause, 289Device marks, 227Doctrine of ‘‘passing off’’, 381Doctrine of passing off, 262Domain name disputes, 265Double taxation treaties, 381

EEconomic activity, 431Endorsement agreements, 253English common law of contract, 30EU Competition Authorities, 224EU Competition Law, 435EU Competition Rules on sports broadcasting

rights, 288European Union, 267Exclusions clause, 209Expert determination provision, 460Exploitation of a player’s image, 271

FFIFA World Cup, 29, 89, 92, 287, 292–293Football sponsorship, 122–123

Force majeure, 84–85, 127, 158–159, 231Force majeure provisions, 90Franchises, 209

GGeneral merchandising agreement, 239General principles of negotiating

contracts, 3Goodwill, 29, 227Grant of right clause, 127Grant of rights clause, 90, 289, 291, 297

HHeads of agreement, 29–30, 55

IImage rights, 17, 255, 380Image rights agreement, 261Incorporated cell, 413Indemnity, 24, 26, 85Individual online licence agreement, 314Insurance, 74, 84Integrity of the sport, 506Intellectual property, 76, 81Intellectual property right, 418Intellectual property rights, 8, 26, 236,

291, 457International Chamber of Commerce, 129International Olympic Committee, 125, 128Intuitu personae agreements, 472IR contracts, 390

JJoint liability, 235

LLease agreement, 97–101, 103–108Lease: standard terms of, 96Letters of Intent, 29–31Lex sportiva, 457Licensees, 1Licensing, 432, 472

Character licensing, 223Logo licensing, 223Personality licensing, 223Product licensing, 223Sports licences, 223

Licensing rights, 1Licensors, 1

514 Index

MMatching option , 169Med-Arb, 69, 171, 232Media rights: new, 1Merchandising rights, 1Minimum performance obligations, 228Mobile sports content rights

agreement, 314

NNaming and shaming procedure, 128Naming rights agreement, 165–166,

168–170NegotiatingNegotiation

skills, 12strategy, 12

tactics, 14New media agreements, 505Nice Classification of Trademark Goods

and Services, 228Non-Disclosure Agreements, 67

OOlympic Charter, 224Olympic Games, 18, 29, 89, 92, 227,

285, 287, 293Olympic Games: marketing of the, 1Olympic Movement, 227Olympic symbol, 18Olympics Merchandising

Programme, 224

PPourage rights , 209, 211Pouring/pourage Rights, 209Preliminary agreements, 29–32Premiums, 224, 244Price fixing arrangements, 437Principle of culpa in contrahendo, 32Principle of liability without fault, 235Privacy and personality rights, 381Privity of contract, 472Product tie-ins, 167Proper law clause, 68Proprietary information, 68Public interest, 68

QQuality control provisions, 225, 228

RRegistered user agreement, 228, 244Remaindering rights, 314Right of publicity, 255Rights of personality, 256Rights of privacy, 256

SSalary plus IR contract, 391Simple licensing arrangement, 409Sponsorship, 90, 379, 506Sponsorship agreements, 269Sponsorship rights package, 290Sport: commercialisation of, 1Sport: marketing of, 1Sports broadcast, 505Sports broadcast licence agreement,

289, 292, 295Sports broadcasting, 1Sports Concession Agreement, 209Sports Event Management Agreements, 74Sports event marketing, 17Sports image rights, 256, 380Sports licensing and merchandising

agreement, 233, 438, 461Sports Licensing and Merchandising

Agreements, 7Sports licensing revenues, 236Sports marketing, 29–30, 33, 67–68, 89–90Sports marketing agreement, 453Sports Marketing Agreement, 67–68Sports marketing agreements, 379, 475Sports Marketing Agreements, 9, 73–74, 465,

505–506Sports marketing industry, 1Sports marketing mix, 223, 285, 292Sports marketing package, 167Sports Marketing/Management Agency, 73Sports Merchandising Agreement, 69Sports merchandising and licence agreementsSports Merchandising and Licensing Agree-

ment, 475Sports new media rights agreement, 314Sports Pourage Agreement, 210–211Sports promotion and endorsement contract,

276Sports sponsorship, 165, 171Sports sponsorship agreements, 9, 121, 124Sports stadia concession agreement, 209Sports stadia naming rights agreements, 165Sports television sponsorship agreement,

291–292Sports TV Rights, 432

Index 515

S (cont.)Sports TV rights agreement, 285Standard sponsorship agreement, 136Stare decisis, 457Strict (i.e. no fault) product

liability, 235Subsidiarity principle, 436

TTax, 167–168, 266, 506

Income tax, 385Tax avoidance, 379Tax evasion, 379Tax mitigation, 379Tax sheltering, 379Tax-exempt, 381

Tax free clause, 380Termination, 82–83, 85Termination provisions, 225The English clause, 129Title sponsorship agreement, 146Trade dress, 227Trade mark, 226–227, 239, 243,

251, 262Trade marks, 380Trademark law, 19

Trademark protection, 18–19, 21–22Tying arrangements, 168

UUEFA European Champions League, 435Unfair advantage, 21Unfair competition, 506Unlawful behaviour, 32

VVideo production and licence agreement, 314

WWarranties, 24, 26, 168, 190, 200Warranty clause, 210Warranty of authority, 74Website design and maintenance agreement,

314World Rugby Football Cup 1991, 126

Z‘‘Zero-10’’ tax, 414

516 Index