In the spotlight: Raj Pahuja

Raj Pahuja, Partner in our Commercial and International teams, shares his journey into sports law, the realities behind high-profile deals and the key trends shaping the commercial future of sport.

How long have you worked in the sports sector and what first drew you to it?

I was first introduced to sports law around 2008 while I was in Bahrain, where I had the opportunity to work with the Bahrain International Circuit, host to Formula 1, V8 Supercars and a range of other major events.

Over several years, I advised the circuit on a broad mix of matters, from sponsorship and broadcasting arrangements to venue hires and wider commercial agreements. That experience was a real turning point for me.

I’ve always had a genuine passion for sport alongside my interest in law, so bringing the two together felt like a natural fit. From that point on, sports law became not just an area I worked in, but one I was genuinely inspired by.

How would you describe your day-to-day work and the types of matters you advise on in the spots sector?

It’s varied. One moment I might be advising on a venue hire agreement for a club in connection with a sports World Cup. The next, I’m negotiating a long-term catering and entertainment arrangement for a major sports venue.

On any given day, that could shift again to an ambassador agreement for a high-profile athlete or a sponsorship deal tied to a global sporting event. Alongside this, I’m often involved in helping shape and bring to life new tournaments and leagues, which adds an extra layer of creativity and excitement to the work.

When working on complex commercial arrangements in the sports sector, what should organisations consider from the outset?

It ultimately depends on who you’re acting for, as the dynamics can shift significantly between a rights holder, a governing body or another stakeholder.

That said, some fundamentals remain constant and clarity is everything. Terms need to be precise, responsibilities carefully defined and the commercial framework thoughtfully structured.

For clients receiving services, well-defined service levels are essential, while liability is, understandably, a key focus for everyone involved. In my experience, the most effective outcomes come from striking the right balance and taking a pragmatic, solution-led approach.

Looking back, what’s one lesson you learned early on that still shapes how you advise today?

One of the earliest lessons that has stayed with me is the importance of keeping an open mind. This is a sector where developments can shift quickly and often unexpectedly.

Staying adaptable is key, but it’s equally important to challenge assumptions and test each party’s understanding. Making sure everyone is genuinely aligned from the outset can make all the difference to how smoothly things progress.

What makes advising in the sports sector different from other sectors you’ve worked in?

It’s the sheer diversity and breadth of stakeholders involved that sets it apart. Each sport brings its own distinct character, nuances and dynamics.

Understanding those subtleties, alongside the often intricate structures of the organisations and governing bodies behind them, is both a challenge and a vital part of delivering effective advice.

Can you share a standout highlight from your sports work?

I’ve had the privilege of advising on major events for over a decade, each bringing its own unique energy and challenges.

One standout highlight was working with the organiser of a T20 cricket tournament, which even led to the memorable experience of meeting Brian Lara. Another defining chapter was my involvement in Expo 2020 Dubai. While not strictly a sporting event, it was an extraordinary global showcase of entertainment and seeing it come to life against the backdrop of Covid-related challenges made it particularly special.

More recently, I advised on a £100m investment connected to a portfolio of racecourses, a fast-paced and rewarding deal that came together in a remarkably short timeframe.

What’s a common misconception about commercial work in the sports sector?

It’s easy to assume the role comes with constant access to elite athletes and a front-row seat at major events – and occasionally it does.

But the reality is often far more demanding. Behind the scenes, sports lawyers are working against the clock, navigating high-pressure situations where tight deadlines are the norm rather than the exception.

What’s the most interesting or unexpected thing about working with sports organisations?

The people involved. Sport brings together a rich cross-section of society, creating opportunities to connect with and learn from individuals from all walks of life.

What’s one trend organisations should be preparing for from a commercial perspective?

The continued commercialisation of sport, coupled with rising costs for fans, is becoming increasingly significant.

As clubs and competitions compete ever more fiercely for attention, simply capturing ‘eyeballs’ is no longer enough. Organisations need to give consumers compelling reasons to invest their hard-earned money.

At the same time, rapid technological innovation is reshaping the landscape, introducing new forms of entertainment and intensifying competition across every sport.

Finally, away from work, what sport do you follow most closely and what’s the best event you’ve attended?

I’ve always been drawn to sport in all its forms. I’ll happily watch anything that carries a sense of drama, unpredictability and genuine excitement – that, for me, is the magic of sport.

If I had to narrow it down, football and cricket are the ones I follow most closely, though rugby and tennis are never far behind. I’ve been fortunate to attend a wide range of events over the years, from cup finals and Wimbledon to cricket matches and Formula 1, each offering something unique.

My standout moment, though, is defined by experience – taking my son to his first cup final and seeing Liverpool lift the League cup. That’s one that will stay with me.