Author: David Seligman

Brandsmiths’ Sports team explains how contracts, image rights and regulations shape every move in modern football – from player transfers to managerial changes across the Premier League and Europe.

In football, change is constant. Managers switch clubs, players seek new opportunities and commercial partnerships evolve - sometimes overnight. Every transfer, manager change and sponsorship deal is backed by a web of contracts, negotiations and regulations that must be watertight, all year-round.

At Brandsmiths, we work across the full lifecycle of football business. Our team supports clubs, managers, agents and players on everything from transfers and exits to sponsorships, trade marks and international regulations - the elements that keep football moving.

Transfers that cross borders and break records

Moments like the transfer window or major managerial changes highlight just how many moving parts there are in football. For players, managers and clubs, success depends on ensuring contracts, commercial deals, intellectual property and regulatory compliance all align.

We are proud of the major moves we’ve supported in recent months, from record-breaking deals at Wrexham to multi-club transactions across the Premier League, Bundesliga, La Liga and the Swiss Super League, including Jeremie Frimpong’s transfer from Bayer Leverkusen to Liverpool and Miron Muslic’s move from Plymouth Argyle to become manager of Schalke 04. Both involved long-term strategy, detailed negotiation and international regulatory compliance.

We also acted for managers needing to exit long-term contracts, securing clean releases that avoided liability and opened the door to new clubs in other countries. Some negotiations required coordination with federations in Spain, Switzerland and Germany as well as compliance with FIFA rules and local agent regulations.

Our relationships across the UK and Europe meant we were advising on transactions in almost every major league. That exposure gives us both the technical knowledge and the trusted partners to deliver complex transfers wherever the opportunity arises.

Commercial partnerships fund players

Transfers can only happen if the club has the finances to invest, and commercial partnerships play a crucial role. During this window, we supported Burnley Football Club in securing season-long agreements ahead of its return to the Premier League – finalised in the same period as transfer activity to ensure the club was ready for the new season.

Earlier this year we advised Jeremie Frimpong on his endorsement deal with New Balance, pairing one of Europe’s most exciting defenders with a global sportswear brand. Deals like this require careful structuring around image rights, trade marks and long-term brand strategy. They are just as complex as a transfer, and need precise timing and coordination.

Beyond the windows: Legal work continues year-round  

While the transfer window draws the headlines, legal work in football doesn’t stop once deals are signed. High-profile moves can happen at any time - for example, Brandsmiths advised on Danny Röhl’s appointment at Rangers and Sean Dyche’s move to Nottingham Forest, two months into the 25/26 season.

At the same time, clubs, players and managers are managing a range of other legal and commercial matters. This includes sponsorship agreements, trade mark registrations and image rights - all of which need careful attention. By handling these elements alongside transfers and appointments, legal teams help keep football running smoothly throughout the year.

Protecting the value of talent 

A player’s value is not defined solely by what happens on the pitch. Their name, image and brand can become long-term assets that need protecting. We work with players on trade mark and brand strategies that safeguard their rights and create opportunities beyond football.

That same principle applies when players branch out into other areas, whether launching production companies, building podcasts or developing businesses that extend their careers beyond their playing days. These ventures need careful structuring around intellectual property, commercial contracts and ownership so that the talent retains control of their brand as it grows in new directions.

For clubs, the challenge is just as significant. Every major signing drives global demand for merchandise. Trade mark registration and enforcement ensures that demand turns into genuine revenue rather than counterfeit sales.

Beyond transfers 

We are proud of the headline transfers we have delivered for clubs and talent, but what sets us apart is our ability to handle the full scope of work that makes those moves possible. From sponsorships to trade marks, from manager exits to international registrations, our sports team has the expertise and the connections to deliver across the board when the pressure of the window is at its peak.

If your club needs support with contracts, commercial sponsorships or protecting your IP, and you want legal advice from people who’ve been inside the room - get in touch at info@brandsmiths.co.uk to speak with the team.