For many athletes, sponsorship can be the difference between competing at the highest level and being held back by costs. Entry fees, travel, equipment and nutrition demand constant investment, and most professional athletes need additional income to keep progressing. Sponsorship provides financial backing to cover essential costs and gives athletes access to essential resources. It also connects athletes with businesses and brands whose involvement can raise their profile and strengthen their position within their sport.

However, gaining sponsorship is not just about putting yourself in front of companies or appealing to local businesses. A sponsorship arrangement is a legal relationship with contracts that may define payments, obligations and image rights. Without clear terms, athletes risk entering into agreements that restrict their opportunities, harm their reputation or fail to provide the promised support.

This guide explains how to get sponsorship as an athlete in the UK, the different opportunities available and the legal considerations you should take into account before signing an agreement.

Understanding sponsorship opportunities

Sponsorship opportunities vary widely depending on the level of sport, the athlete’s profile and the industries interested in supporting them. Many athletes begin with local businesses that want to contribute to community development and gain visibility by supporting local competitions. They may expand to larger companies or even global brands once they establish a strong social media presence and media coverage.

Types of sponsorship can include:

• Financial support: direct payments to help cover training, entry fees, travel or other competition costs.
• In-kind support: equipment, nutrition products, clothing or other resources that reduce personal expenses.
• Event sponsorship: contributions towards hosting or attending events, often involving brand visibility at the venue.
• Corporate partnerships: longer-term arrangements where an athlete promotes a company’s products or services across marketing campaigns, media outlets and public appearances.

Each form of sponsorship can offer real value, but the terms of the arrangement determine whether it works in practice. Without clear agreement on funding, exposure, or obligations, even well-intentioned partnerships can lead to misunderstandings or disputes.

How to approach potential sponsors

The process of gaining sponsorship usually begins with identifying the right businesses to contact. This requires preparation and a professional approach:

1. Define your brand and aims. Sponsors want to support athletes who are passionate, committed and appealing to their customer base. Creating a clear sense of your sporting achievements, future goals and community involvement is the first step.
2. Research potential sponsors. Look at companies already involved in your sport, local businesses that value community connections and brands in related industries such as nutrition, equipment and media.
3. Create a sponsorship proposal. A proposal should outline your achievements, what you are aiming to achieve next, and how a potential sponsor will benefit from supporting you. Examples include brand exposure on kits, mentions in social media posts or association with your success at competitions. The proposal should be a starting point, leaving room for the details to be finalised in a formal contract. At this stage, it’s sensible to speak with a solicitor to make sure the basic terms you’re offering are clear and legally sound.
4. Highlight mutual benefit. Businesses will consider sponsorship when they can see value in return. Promoting their brand, offering marketing opportunities or putting them in front of new audiences can make sponsorship appealing.

While many athletes rely on family or community connections to make initial approaches, the real test comes when a sponsor is interested. At that stage, a legally binding agreement is essential.

Legal considerations in athlete sponsorship

A sponsorship agreement is a contract. It sets out the terms under which an athlete receives funding or support in exchange for promoting a sponsor’s brand. Without careful review, athletes may find themselves bound by terms that are restrictive, unfair or unclear.

Key legal issues include:

• Payment and funding: the contract should state how much money will be paid, when payments will be made and whether they depend on specific achievements. Ambiguity over costs can cause disputes later.
• Obligations on the athlete: many agreements include requirements to attend events, promote a brand on social media or appear in marketing campaigns. These obligations must be realistic and clearly defined.
• Exclusivity clauses: some sponsors will want to prevent athletes from working with other businesses in the same category. While understandable from the sponsor’s perspective, such restrictions can limit an athlete’s future opportunities if not carefully negotiated.
• Image rights and reputation: the contract should set out how a sponsor can use the athlete’s name, image or likeness. Misuse of image rights can harm an athlete’s personal brand and long-term income potential.
• Termination provisions: every contract should define how it can end, with terms for non-payment, injury or reputational issues. Without these provisions, athletes risk losing support with little notice or being tied into agreements that no longer work for them.
• Dispute resolution: contracts should outline how disagreements will be handled. Having this process agreed in advance can prevent costly litigation.

For athletes, the legal process may feel secondary to the excitement of securing funding, but failing to take proper advice can result in agreements that cost far more in the long run.

How Switalskis can help you

At Switalskis, our athlete sponsorship opportunities solicitors work with athletes across the UK to secure, review and negotiate contracts for sponsorship opportunities. We understand the importance of protecting your income and reputation, and we can provide support at every stage of the process, including:

• Reviewing and drafting sponsorship agreements to protect your rights.
• Negotiating with sponsors to achieve fair payment terms.
• Advising on exclusivity clauses, image rights and brand promotion.
• Help athletes resolve disputes if sponsorship arrangements break down.
• Support wider legal needs, such as employment law and personal injury claims, that can arise during a sporting career.

Our role is to make sure sponsorships are structured fairly and protect your long-term interests, so you can focus on performance and development. If you are preparing to approach sponsors or need advice on an existing agreement, call us on 0800 138 0458 or visit our website to speak with one of our specialist sports law solicitors.