Steven Bainbridge

Squire Patton Boggs (MEA) LLP

Dubai www.squirepattonboggs.com

steve.bainbridge@squirepb.com Tel: +971 4 447 8737

Biography

Steve heads the Middle East Sports & Entertainment practice of Squire Patton Boggs LLP and advises clients on a wide array of transactions underpinning the sports sector, from governance issues to athlete endorsement agreements, antiambush marketing strategies, player contracts, broadcasting, merchandising and licensing agreements, disciplinary issues and various event and venuerelated arrangements on matters spanning motorsports, triathlons, MMA, cycling, golf, tennis, cricket, rugby and football, amongst others.

What do you enjoy most about practising sports law?

It is terrific to work with a diverse range of issues in a rapidly growing sector that is fundamentally tied to the passion and pursuit of sports and the interesting clients working in this space. After more than two decades of practice, I still love coming in to the office each day!

What has been the most interesting case you have worked on?

That is a very interesting question and one that defies a clear answer. There have been many cases of great interest – that is one of the factors that makes sports law such an interesting niche practice area. There is a certain satisfaction that goes with helping a client work through the strategy and negotiating process of a long-term, high-value commercial agreement such as a stadium-naming rights deal or a major sponsorship but the technical demands of something as esoteric as an anti-doping hearing can also be very compelling.

How have the needs and priorities of clients changed since you began practising? How do you think they could change in the future?

Over the past decade or so – particularly in respect of practice in the Gulf region – the biggest development has been the scale and ambition of projects and events hosted in the sports sector. This has led to a parallel increase in the requirement for specialist advice. Both the scale and volume of dynamics requiring sports law advice have grown and the requirements for us to keep on top of developments and meet (and, sometimes, hopefully set) best practices will continue into the future.

What are the key qualities that large sporting institutions like FIFA and F1 need from their sports counsel?

Well, part of what I find interesting is that every client is different and has specific needs, in deference to confidentiality obligations, I will speak in generic terms only. We can perhaps anticipate some of the required legal qualities based on a client entity’s nature, function, its historical activities and development plans, its scope of resources, etc. For example, an international governing body with a sophisticated in-house legal team, a mature and diversified IP portfolio, a broad range of annual or periodic calendar of events will often require multi-jurisdictional advice over a spectrum of traditional legal disciplines in addition to sports-specific advice. Understanding the client and their particular sport (including the regulatory framework, the network of commercial relationships and processes that drive it) helps in being able to identify the specific legal issues and to coordinate the application of appropriate resources to address those issues in an effective and timely manner. Being able to do that consistently and ethically from a coordinated platform is at the core of delivering effective legal service.

What are the key trends are you noticing in the sports legal market and in sports law in general?

Increased specialisation and sophistication. While these changes are by no means uniform, I do see this trend in a number of areas including in terms of client commercial engagement (be that through developing their own capabilities or contracting with specialist external services providers), better use of technology, greater understanding of governance issues and risk identification, etc. This puts significant demands on sports lawyers, as we need to adapt and continually develop our own skill sets. For example, the requirements of a client managing an esports team will differ from those of a client operating a motorsports venue; and, in order to service both, it is our job to understand the needs of each and to develop the capabilities to handle both (as well as many others).

How does your experience of practising in different regions like the Far East and North America enhance your practice?

On both a personal and professional level I have always seen travel and crosscultural awareness as a powerful force for learning. In a basic legal sense, exposure to different commercial approaches and corporate dynamics in negotiating and drafting contracts has informed my ability to support clients. In a broader sense, the ability to interact with colleagues and mentors from different jurisdictions and backgrounds has been – and remains – fundamental to my professional development.

In what ways does Squire Patton Boggs distinguish itself from competitors in the sports law market?

There are many excellent law firms and individual practitioners operating in the sports sector. Squire Patton Boggs has a truly global sports practice. The ability to use that platform in an integrated manner is a very powerful tool. For me to be able to draw on a formidable range of highly skilled lawyers with experience at the highest levels of professional and amateur sports (which typically requires IP, media, dispute resolution skills) as well as in key related practices (such as investigations,

finance, construction) is fundamental. By way of example, one recent project here in the UAE required us to advise a governing body in developing a certain regulatory strategy. The issues were complex but our depth allowed me to draw on our sports experience from offices in Japan, Australia, Germany, the US and the UK to tailor a unique solution. As the Gulf region diversifies its sports and entertainment portfolio, I see the integrated and focused delivery of global resources with local legal knowledge as being increasingly critical.

How do you think sports law practice will change in the next five years?

As noted above, I believe we are in an age of rapid growth and development across the sports sector in the Middle East and the requirements for sports lawyers to keep up with increased sophistication and specialisation will continue. I see more major and minor events being added to a dynamic and diversifying Middle East sporting calendar.

WWL says: Steven Bainbridge is a “diligent and accurate” lawyer with “superb attention to detail”. One source remarks: “He is a true heavyweight and is never surprised by what comes up, legally or commercially.”