We were delighted to partner with One Zero and to sponsor the keynote speaker series on 17 September at the international sports business conference held in the Aviva Stadium. Below are snippets of some of the conversations had on the day.

Leo Moore, Partner at William Fry, says "We are delighted to partner the keynote series at the One-Zero conference. Our Sports Group represents clients operating directly and indirectly within the rapidly evolving sports and business of sport industry. We are excited by the learnings to be gained from the podcast series and the key note addresses at next month's conference."

The ‘Calling the Shots’ podcast series was created  in the run up to the conference, hosted by journalist Andy McGeady, the series explores the lives and motivations of some of the biggest names in the sports business industry while highlighting how they’re driving innovation in their sectors.

You can listen by clicking on the images below, or download/subscribe wherever you get all your best podcasts.

Mike Downy Podcast Dylan Boyd Podcast





Eamonn Donlyn Podcast

Alexandra Willis







The legal requirements of the sports industry are diverse and often complex. Our Sports Group has a wealth of experience across the broad spectrum of legal disciplines that exist in the industry. Our team consists of experts from core practice areas such as Litigation and Dispute ResolutionIntellectual Property and TechnologyCorporate and Commercial Property.

Our Sports Group represents numerous clients operating either directly or indirectly within the sports industry. We advise clients from every aspect of the industry and understand the different legal challenges that they face.  Our clients in this sector include governing bodies, sports clubs, corporates, stud farms, management companies and professional athletes.

Areas of Expertise include: 

  • Commercial Contracts and Acquisitions
  • Trade marks, copyright and passing off
  • Naming Rights Agreements
  • Sponsorship Agreements
  • Endorsement Agreements
  • Regulations and Governance
  • Dispute Resolution
  • Disciplinary Proceedings
  • Licensing
  • Gaming and Betting
  • Projects & Development
  • Employment


Our Sports Group has all the benefits and expertise of a full service law firm to provide to our clients in the sports industry and community. We understand the business of sport. 


Our clients cover the spectrum of sporting disciplines and our experience includes acting for/advising:

  • Official legal advisor to the Irish rugby team in Japan 2019
  • Baker Tilly as Examiner to Munster Football Club Limited (In Examination) which operates division one League of Ireland team Limerick FC
  • IRFU as its legal advisors to all aspects of its bid to host the Rugby World Cup in Ireland in 2023 
  • We continue to advise the RDS on all aspects of a complex multi-party long term stadium naming sponsorship agreement with a well known European Champions Cup rugby team and a major world player in the insurance market.  We are assisting with negotiations, drafting of the sponsorship agreement and related matters.
  • Leinster Rugby on representing Leinster Rugby and its professionally contracted players at disciplinary hearings for alleged on-field foul play offences. 
  • Horse Racing Ireland on a wide range of matters as governing body to horse racing in Ireland including racecourse development,  technology, sponsorship matters, media rights, tote/betting, internal governance and legislation, employment matters and disputes, financing,  commercial conveyancing and boundary disputes. 
  • Tote Ireland on various matters relating to the provision of on-site gaming and betting services at Irish Horse racing venues throughout Ireland.
  • Special Olympics Ireland on a pro bono basis on all legal aspects of hosting the summer games in Dublin.
  • The K-Club on negotiation of the commercial contract for the hosting of the Ryder Cup together with all ancillary legal matters as host to the Ryder Cup. We have also advised on  golf course development, co-ownership arrangements, trade mark disputes, sale of residential property and the transfer of common areas.
  • Dun Laoghaire Golf Club with regard to all aspects of its hosting the 2016 Curtis Cup.
  • Aviva on intellectual property matters arising in respect of the naming rights arrangements at the Aviva Stadium (formerly Lansdowne Road). We are also advising another client with regard to the naming rights of a significant national stadium. 
  • Coolmore Stud on various commercial and foal share arrangements and projects including the resolution of a dispute regarding a high profile foal sharing agreement. 
  • Betdaq’s key stakeholders on the acquisition of Betdaq by Ladbrokes. 
  • Bavaria on its exclusive sponsorship of the Formula 1 Exhibition Race in Dublin in 2012, known as the Bavaria City Race. We also act for a number of clients in relation to sponsorship matters including  Red Bull, Diageo and the National Lottery.
  • Portlaoise GAA Club in the development and sale of club lands Roscommon Gaels GAA Club in the resolution of a commercial land dispute. 
  • British and Irish Lions on charitable and trust matters, banking and finance, corporate/company secretarial matters and negotiation of property leases. 
  • Avoca Hockey Club and YMCA Hockey Club with regard to pitch sharing agreements and State grants. 
  • A professional Irish golfer on equipment and endorsement agreement with Callaway.
  • A professional Irish Athlete on her endorsement agreement with Spar
  • An international sports broadcaster on its acquisition of an Irish sports business. 

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Key Contacts

Craig Sowman Partner

Derek Hegarty Partner

Leo Moore Partner

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