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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.
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