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Sports Sponsorship & Marketing - JURD7683
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Faculty: Faculty of Law
School:  School of Law
Course Outline: See below
Campus: Kensington Campus
Career: Postgraduate
Units of Credit: 6
EFTSL: 0.12500 (more info)
Indicative Contact Hours per Week: 2
Enrolment Requirements:
Prerequisite: Academic Program must be either 9200, 9210, 5740 or 9230
Excluded: LAWS8083
Fee Band:   (more info)
Further Information: See Class Timetable


This course has been designed to give postgraduates an in depth understanding of the commercial issues which arise in the context of the sponsorship and marketing of sport. Issues such as development and protection of intellectual property by organisations and individuals, licensing images, merchandising and branding, essential contractual terms, drafting and negotiating sponsorship agreements, dealing with sponsorship conflicts, as well as legislation affecting these arrangements will be considered in a detailed manner.

LLM Specialisations

Corporate and Commercial Law; Corporate, Commercial and Taxation Law.

Recommended Prior Knowledge


Course Objectives

The objectives of the course are to provide postgraduates with current areas of law and thinking which relate to sports sponsorship and marketing.

Main Topics

  • Introduction to sports sponsorship and marketing: the "players"
  • Use of sportspeople in marketing and sponsorship
  • Intellectual property in the sports context: trade marks, copyright, patents and other forms
  • Regulation for specific high profile events
  • Broadcasting regulation
  • Practical perspectives
  • Sponsoring: let the buyer beware
  • How to make sponsorship contracts work
  • A consultant's view of the sponsorship arrangement
  • Regulation of alcoholic beverages and tobacco advertising
  • Rights of personality and privacy
  • Ticketing issues and marketing programs


Class participation 10%
Essay plan 20%
Essay 70%

Course Texts

Law School Supplementary Materials.


  • Beloff et al, Sports Law
  • CCH, Sports Law Reporter
  • CCH, Australian Trade Practices Reporter
  • Healey, Sport and the Law (3rd ed) 2005
  • Verow et al, Sport, Business and the Law
  • McKeough et al, Intellectual Property in Australia, (3rd ed) 2003.
  • McGinness, Intellectual Property commercialisation: a business manager's companison

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.