Sporting Events Bill: a “switch‑on” framework reshaping event ticketing, resale, ambush marketing and more

The question

If enacted, how could the Sporting Events Bill (currently before the House of Commons) reshape commercial opportunities around major UK sporting events, and what commercial considerations might this raise for businesses?

The key takeaway

In its current form, the Bill would establish a reusable, “switch on” framework that could be activated for individual major UK sporting events via event-specific regulations, potentially restricting ticket resale, regulating advertising and trading near event locations, and curbing unauthorised commercial associations (“ambush marketing”). For businesses, the impact would be driven less by the Bill itself and more by the content of event-specific regulations (and, for advertising and trading, any official guidance), which could affect the viability, timing and value of event-adjacent activations. In turn, this may shift how risk is allocated across contracts and supply chains.

The background

The Sporting Events Bill (as brought from the House of Lords on 22 July 2026) would create a reusable framework for major sporting events, but it could be applied only where an appropriate national authority makes event-specific regulations and is satisfied the statutory “framework conditions” are met. Those conditions require the event to be held wholly or partly in the UK, to be of a kind not regularly held in the UK, and either (i) the organiser has requested application of the framework and the event is likely to attract significant national or international interest and deliver UK social or economic benefits (or benefits to part of the UK), or (ii) hosting the event in the UK is likely to facilitate other events meeting those requirements.

The framework will be tailored by event regulations that set which protections apply, their geographic scope, time windows, and exceptions, rather than imposing standing restrictions for all events.

The development

Ticketing and resale (marketplaces, platforms, promoters)

If the ticket touting provisions are activated, touting an event ticket in the “relevant area” during the “specified period” would be a criminal offence. This includes selling, offering or advertising tickets in a “public place” (which includes communications to the public via an internet service). The regulations could also apply extra-territorially to UK and non-UK persons acting outside the relevant area where activity is directed to the UK, unless disapplied for the event. Because the provisions are triggered where activity is in the course of a business, or with a view to profit, it could also capture commercial resale at or below face value. Enforcement, which includes unlimited fines, may reduce touting and shift value towards authorised primary and secondary channels.

Advertising (OOH, publishers, brands, agencies)

If the advertising provisions are activated, event regulations must set restricted advertising zones and specified periods (covering event venues/connected places and vicinity areas, and limited to no more than 10 days before to 5 days after the event). During those periods, it would be an offence to carry out, arrange or permit “advertising activity” in-zone without an event authorisation. Compliance with an ordinary advertising licence would not be a defence, so permissibility will turn on event-specific authorisations, conditions or exceptions.

Trading (retail, hospitality, pop-ups, sampling, charity appeals)

If trading provisions are activated, event regulations must set restricted trading zones and specified periods (limited to 10 days before to 5 days after the event), with offences for carrying out, arranging or permitting trading in the zone’s public areas, including activity directed at people inside the zone from outside it. A trading licence would not be a defence; access may depend on event-specific authorisations and conditions (eg hours, congestion and safety).

Unauthorised association (sponsorship protection and “ambush marketing” constraints)

If activated by the Secretary of State, the unauthorised association prohibition would prohibit businesses from using any unauthorised representation likely to suggest to the public an association between the event and (i) goods/services; or (ii) a supplier. Breach is civil (not criminal): it is treated as infringement of a designated person’s property right, with remedies including damages, injunctions and orders affecting infringing goods/documents (including forfeiture or destruction where no other remedy is adequate). Regulations must set the applicable period and a “relevant protection date” (which may pre-date the regulations) and may specify words/expressions to consider. Statutory exceptions include certain pre-existing IP rights, continuous prior use, honest descriptive use, reporting/information-sharing and incidental inclusion, but these are fact-sensitive.

Why is this important?

If the Bill is enacted and comes into force, the main commercial impact is likely to arise as and when event-specific regulations (and any required advertising/trading guidance) are proposed or made for particular events.

Any practical tips?

Businesses may wish to consider:

• how they would monitor and quickly assess event regulations, given that zones, periods, exceptions, designated authorisers/enforcers and penalty approaches are set at that stage
• how responsibility and risk are allocated contractually where offences attach to “arranging” or “permitting” activity, and where event authorisations may be more onerous than existing licences.

Autumn 2026