Alfie Armstrong

I am an associate in the Sports Group, based in the London office, with experience advising clients in the sport and media sectors on various commercial and contractual matters.

I have acted for governing bodies, event organisers, teams/clubs, broadcasters, commercial sponsors, sports agencies and individual athletes across a range of sports, including football, rugby, motorsports, cricket, tennis, athletics, horse racing, volleyball and esports.

As part of my training, I was seconded to a Premier League football club where I assisted with various commercial matters. The experience provided me with an enhanced commercial understanding of the issues that our clients face on a day-to-day basis in such a specialised industry.

I qualified as a solicitor in August 2023, having trained with Bird & Bird.

• Drafting and negotiating sponsorship agreements for various Premier League football clubs
• Drafting and negotiating licence agreements for a Premier League football club with respect to licensed content appearing in a major video game
• Advising a Formula 1 racing driver on an agreement concerning the creation and promotion of a personalised fashion collection
• Drafting and negotiating various commercial agreements for a Formula 1 racing team
• Advising a major international sports competition on numerous matters concerning their retail and product/merchandise licensing programme, including in relation to their e-commerce platform
• Advising a major broadcaster on the acquisition of media and broadcasting rights for one of Europe's top football leagues
• Advising an international rugby team on various commercial arrangements in relation to an international tour, including sponsorship, media arrangements and the tour agreement