{"id":7040737,"date":"2026-08-17T12:29:59","date_gmt":"2026-08-17T12:29:59","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/legal\/structuring-sponsorship-deals-key-considerations-for-athletes-and-brands-on-negotiating-equity\/"},"modified":"2026-08-17T12:29:59","modified_gmt":"2026-08-17T12:29:59","slug":"structuring-sponsorship-deals-key-considerations-for-athletes-and-brands-on-negotiating-equity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7040737","title":{"rendered":"Structuring sponsorship deals: Key Considerations for Athletes and Brands on Negotiating Equity"},"content":{"rendered":"


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\t Monday, 10 August 2026
\nAuthor: Katie Grimstone<\/a> <\/p>\n

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The[1]<\/sup><\/a> athlete\u2013brand sponsorship deals model has been changing rapidly. Roger Federer\u2019s partnership<\/a> with On Running[2]<\/sup><\/a> has provided a reference point for athletes looking to build their own equity deals, which are increasingly common. The appeal is clear: equity can outlast an athlete\u2019s competitive years and, where the business succeeds, deliver returns that far exceed any fixed\u2011fee sponsorship arrangement.<\/p>\n

For brands, the takeaway is not that equity should replace sponsorship wholesale, but that it can be a powerful tool where the athlete is genuinely capable of shifting the company\u2019s trajectory. The real difference between partnerships that generate headlines and those that produce sustained value lies more in how the deal is structured than in the percentage of equity granted on day one.<\/p>\n

This article sets out the three main structures of athlete-brand deals: traditional fee, pure equity and hybrid, and the trade-offs of each, before working through the key provisions of the sponsorship, investment and shareholders’ agreements that underpin an equity deal. It provides some key negotiation points to consider for both brands and athletes when negotiating and structuring these deals.<\/p>\n

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\n\tHits 869
\nPosted in Athletics<\/a> | Cricket<\/a> | Bird & Bird<\/a> | Sports<\/a> | Blogs<\/a> | Football<\/a> | Commercial<\/a> | Corporate<\/a> | Articles<\/a> | Intellectual Property<\/a> | Sponsorship<\/a> | Tennis<\/a> <\/p>\n

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\t\"Katie<\/a>\n <\/div>\n

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\n \t Katie Grimstone<\/a> <\/h4>\n
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Katie is an associate in Bird & Bird’s international Corporate Group in London. She advises on a range of corporate matters, including M&A transactions, venture capital, private equity and general corporate advisory.<\/p>\n<\/div>\n