In today’s sports industry, athletes are not only known for their performances on the field but also for the commercial value of their image. From global endorsement deals to social media sponsorships, image rights in sport have become one of the most significant legal and financial aspects of an athlete’s career.
If you're considering studying a masters in sports law, gaining a firm understanding of image rights in sport is crucial.
What are image rights in sport?
Image rights in sport refer to the legal protections granted to athletes over the commercial use of their likeness, name, signature, voice, or even gestures. While not explicitly recognised under a single law in some jurisdictions, they are typically protected through a combination of intellectual property, contract, and privacy laws.
In practice, this means an athlete can control and monetise how their image is used by third parties, such as brands, sponsors, or media outlets. Without proper legal protections in place, a player’s image could be used without consent, potentially affecting their personal brand and financial gain.
Examples of image rights in action
One of the most famous examples involves football icon Cristiano Ronaldo, who has his own image rights company, CR7. Ronaldo’s image rights are carefully managed and licensed to global brands, generating millions in revenue.
Similarly, Formula 1 driver Lewis Hamilton’s brand partnerships with companies like Tommy Hilfiger rely heavily on his image rights agreements.
Even disputes can become headline news. In 2021, a group of top footballers, including Zlatan Ibrahimović, challenged the use of their likenesses in the FIFA video game series, arguing they had not consented to their digital reproduction.
The role of a sports lawyer in image rights
Sports lawyers play a pivotal role in safeguarding and maximising an athlete’s image rights. Their responsibilities include:
- Drafting and negotiating image rights agreements
- Advising on tax structures for image rights earnings
- Managing disputes involving unauthorised use of an image
- Ensuring compliance with domestic and international regulations
- Collaborating with agents and brand managers
By protecting their clients’ interests, sports lawyers help athletes secure financial freedom and maintain control over their public identity.
Skills required to excel as a sports lawyer
Working in the niche field of image rights in sport requires a unique set of skills:
- Legal expertise: Especially in intellectual property, contract law, and data protection
- Commercial awareness: Understanding the business side of sport and branding
- Negotiation skills: Essential when dealing with high-stakes endorsement deals
- Communication: Clarity and diplomacy are crucial in complex, multi-party agreements
- Analytical thinking: Lawyers must interpret legal frameworks and predict future challenges
Additionally, knowledge of emerging technologies such as NFTs and the metaverse is becoming increasingly valuable in image rights discussions.
Why study a master's in Sports Law at Universidad Europea?
Choosing the right institution is key to developing a successful legal career in sport. Universidad Europea offers a cutting-edge Master’s in Sports Law programme that combines academic excellence with real-world experience.
Students benefit from:
- Expert faculty: Courses are taught by industry professionals, legal experts, and experienced sports lawyers
- Global network: Strong connections with leading law firms, sports clubs, and governing bodies
- Hands-on experience: Internship opportunities and practical case studies ensure students graduate job-ready
- Bilingual education: Courses in English and Spanish offer a global perspective
- Modern learning environment: Access to innovative resources and legal tech
By focusing on relevant areas such as image rights in sport, sports arbitration, and international governance, the programme prepares graduates to tackle real legal challenges in elite sport.
Beyond the classroom, Universidad Europea supports students through a dedicated career service, helping you secure internships, network with alumni, and prepare for interviews. Whether you aspire to work with a Premier League club, a top athlete, or a global law firm, the university’s strong ties to the industry give you a head start.
Graduates of the Master’s in Sports Law, or any of our programmes at the Real Madrid Graduate School, have gone on to roles at FIFA, UEFA, La Liga, and leading legal practices specialising in sports and entertainment law. Studying at Universidad Europea not only gives you in-depth knowledge of topics like image rights in sport but also provides the professional pathway to make your mark in the industry.