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The ever-increasing commercialisation of sport, and the need of sporting organisations to increase or protect their revenues, has led to sporting clubs looking for more varied ways in which to generate revenue.

These have included corporate sponsorship, naming and television rights, the commercialisation of their intellectual property and branding, as well as non-core activities such as operating pubs and restaurants for club members or the wider community.

We have considerable experience in this area, acting for more than 10 years for an AFL club in relation to the commercial aspects of its operation.  This has included, over many years:

  • negotiating all the club’s major sponsorship deals and renewals;
  • acting in relation to the naming rights of the club’s home ground;
  • negotiations with the AFL in relation to the AFL's major car sponsors and conflicts with the club’s major sponsor;
  • re-developing and changing the occupancy arrangements for the home ground.

Following the change in the AFL Rules to allow legal representation at the Tribunal, we have assisted players in their preparation for hearings, as well as advocacy on behalf of players at the Tribunal and in the appeals process.