Lovells is developing a nice specialism in sponsorship work. This latest deal follows advising Kingfisher on sponsoring yachtswoman Ellen MacArthur and Mars on its sponsorship of the World Cup. The group within the commercial department is headed by Andrew Skipper and Peter Watts, who led this deal. They were called on by Barclaycard, for which they are a panel firm, without having to pitch.
This deal was complex because the Premiership had changed the sponsorship to a global rather than purely UK basis. Most sponsorship deals are one or the other; it is rare to deal with one in transition. The deal also includes an innovative link-up with the British Tourist Authority outside the UK to promote Britain abroad.
Nevertheless, the deal was closed in just a week, under pressure because of the end of the football season on 19 May and the need to get next year’s arrangements in place. The Lovells team worked closely with Barclaycard’s in-house legal team, led by counsel Rachel Harris, to close the transaction.