The UK government’s new Sporting Events Bill is set to reshape how marketing, advertising and commercial rights are managed around major international sporting tournaments hosted in the UK.

Currently progressing through the House of Lords, the Bill introduces a permanent, event agnostic legislative framework designed to streamline preparations for major events such as UEFA EURO 2028 and potential future bids, including the 2035 FIFA Women’s World Cup. 

For marketers, sponsors and brand leaders, the implications are significant. Here are the key points to understand, and how they could affect your commercial strategy.