Key takeaways
New legislative framework aims to streamline delivery of major sporting events
Proposed Bill enables consistent protections without reliance on event specific legislation.
Commercial rights protection measures central to safeguarding value for sponsors
Restrictions target ticketing, advertising and ambush marketing around major sporting events.
Framework expected to strengthen UK competitiveness in global event hosting bids
Greater regulatory certainty enhances credibility with international rights holders and stakeholders.
Background: from event specific legislation to a unified framework
On 14 May 2026, the Sporting Events Bill was introduced into Parliament as part of a broader policy initiative aimed at strengthening the UK’s position as a host nation for major international sporting events.
Historically, the UK has relied on event specific legislation to meet the requirements of rights holders such as FIFA, UEFA and the International Olympic Committee. Examples include the London Olympic Games and Paralympic Games Act 2006 and the Birmingham Commonwealth Games Act 2020, each designed to provide assurances around commercial protection, ticketing and operational delivery.
While effective, this approach has required Parliament to legislate separately for each major event. The new Bill reflects a clear change in direction. Rather than introducing primary legislation on a case by case basis, it establishes a standing framework that can be applied through secondary legislation where required.
The intention is to provide greater certainty to event organisers and demonstrate that the UK is able to deliver the necessary legal protections efficiently and without delay.
A flexible framework for future events
At its core, the Bill adopts an event neutral structure. The framework does not apply automatically. Instead, it is triggered where an event meets certain conditions and regulations are made to apply the relevant provisions.
To fall within scope, an event must take place wholly or partly in the UK, not form part of the regular domestic calendar and be of significant international interest or capable of delivering wider economic or social benefits.
This allows the framework to be used for a range of events, from major tournaments such as UEFA EURO 2028 and potentially the 2035 FIFA Women’s World Cup to other international competitions. Once within scope, the Secretary of State or relevant devolved authority may apply specific elements of the framework depending on the requirements of the event.
Key areas of regulation
The Bill focuses on five core areas which reflect the types of commitments typically required by event organisers.
Ticketing controls
The framework introduces provisions to restrict unauthorised resale of tickets and creates a UK-wide criminal offence for ticket touting. Where applied, it may become a criminal offence to sell, offer or advertise tickets without authorisation in circumstances such as public trading, commercial activity or profit making.
The scope is deliberately wide and extends to online platforms and digital marketplaces. The provisions also capture situations where tickets are bundled with other goods or services. The legislation is aimed at restricting ticket gouging where tickets are resold at excessively inflated prices to profit from high levels of demand.
Importantly, the regime is not limited to resale above face value. Even disposal at or below face value may fall within scope where it is carried out in the course of business. This reflects a focus on maintaining control over ticket distribution and protecting legitimate sales channels. The aims of the legislation are fair access to tickets and fan protection.
Advertising restrictions and ambush marketing
A central feature of the Bill is the creation of restricted advertising zones around venues and associated locations such as fan zones and transport hubs. These zones apply for defined periods before and after an event.
Within these areas, unauthorised advertising activity may constitute a criminal offence where the provisions are in force. Advertising is defined broadly and includes promotion of goods, services or brands to audiences present at or viewing the event.
These measures are intended to address ambush marketing by protecting the commercial exclusivity of official sponsors and partners.
Trading restrictions
The Bill also introduces controls on unauthorised trading within designated areas. This includes selling goods, providing services or entertainment for reward and certain forms of fundraising activity.
The aim is to protect the commercial interests of official partners while ensuring a consistent environment for spectators. Existing licences will not necessarily provide a defence where the framework applies.
Unauthorised association with an event
Beyond physical activity, the Bill addresses ambush marketing by association. This arises where a business seeks to imply a connection with an event without authorisation.
The provisions prohibit the use of representations that are likely to suggest such an association, whether through branding, messaging or other promotional activity.
Enforcement in this area is framed in a manner similar to intellectual property rights, with remedies including injunctions, damages and account of profits. Safeguards are included for existing rights, descriptive use and legitimate reporting.
Transport and operational planning
In addition to commercial protections, the Bill provides for transport planning. It enables coordination between authorities and the use of traffic management powers to support the delivery of major events.
Enforcement and governance considerations
The regime combines criminal offences, financial penalties and civil remedies. Enforcement is expected to sit with designated authorities, including local enforcement bodies and certain national regulators.
For organisations operating in and around major events, the framework reinforces the importance of strong internal governance, clear authorisation processes and oversight of commercial partners.
A shift in approach for the UK
The introduction of a standing framework represents a significant development in how the UK approaches major sporting events.
For government, the objective is to improve competitiveness in bidding processes by demonstrating that appropriate legal protections are already in place. The government may choose which rules apply to each event and not all measures must be used every time. The legislation is designed as a modular and adaptable system with built-in flexibility.
For event organisers and commercial partners, the framework provides greater clarity and consistency. For businesses, it signals a more structured regulatory environment in which commercial activity may be more closely controlled.
A developing landscape for sport and regulation
The Sporting Events Bill reflects a broader shift in the regulation of sport. Commercial relationships are increasingly shaped not only by contract, but also by statutory frameworks designed to protect integrity, investment and the spectator experience.
As the Bill progresses and further detail is introduced through regulations, its practical impact will become clearer. What is already evident is that the UK is moving towards a more consistent and proactive model for the governance of major sporting events.
Hill Dickinson advises clients across the sporting sector on governance, regulatory and commercial issues relating to major events, sponsorship and disputes, and would be delighted to discuss any related issues you may have. For further information please contact Paul Walsh or contact us here.
