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Contact Sport: Mobile Marketing To Sports Fans

Sports teams and advertisers are increasingly reaching fans through their mobile devices. However, the technology used in mobile marketing to sports fans is developing faster than the legal framework governing these types of programs. Some of the laws that apply to these programs were enacted decades ago and do not necessarily “fit” mobile programs. This article outlines four different legal and regulatory issues that marketers should consider when planning mobile communications to promote a sporting event or product.
This article was first published in the February 29, 2012 edition of Law360. Permission for article reprint has been granted.

Brian R. Socolow and Douglas N. Masters are partners in Loeb & Loeb’s Sports Group. They represent individuals and organizations in the sports industry in contracts, advertising, intellectual property and related matters.