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Brexit to hit sports sponsorships that span UK and Ireland – law firm claims

The UK’s exit from the European Union may pose legal hurdles for sports sponsorship deals that cover both the UK and Ireland, according to a new report from LawinSport.

In an article focused primarily on the ramifications of new alcohol advertising regulations in Irish sport, experts from the Arthur Cox legal firm said the UK and Ireland’s ‘strong links’ in sports such as rugby, football, golf and horse racing could create regulatory complications between the two countries.

“This may lead to different regulatory requirements for teams within the same league, or teams that span both jurisdictions [after Brexit],” the co-writers said.

“For instance, the IRFU may find itself in a situation where alcohol sponsorship is banned in Ireland while it is not banned in Northern Ireland, creating a clear separation in how it can market to supporters of one team. Competitions like the Pro 14 span Ireland, Scotland, Wales, Italy and South Africa with Guinness as the current title sponsor.”

The Gaelic Athletic Association sports would be in a similar position, as most of its competitions span both Northern Ireland and the Irish republic, the firm said.