Sport And Guernsey Image Rights

The image of sport has changed. Over the last 20 years the cult of celebrity has become fully entrenched within most high profile sports. The reasons behind this are many, but the overriding result is that those who are at the top of their game will now be treated with the same degree of recognition and renown as film stars, rock stars and other celebrities. In addition, the ability of those sports personalities to earn from their fame has increased exponentially as a result.

This creates an interesting situation; the sports personality earns income from doing their 'day job' but the bulk of their income will now be derived from endorsement deals and sponsorship. The payment for these deals will be based on the licensing of their image rights. Not only this, but that nonplaying income has the ability to continue long after the playing income ceases. This leaves us with the situation of having to manage these image rights for a long periods and developing an image