The laws that govern sport - off the playing fields - will be the topic of discussion at a seminar held tomorrow at Sports House. Organised by international experts Denton Wilde Sapte, the one-day talk-fest will mainly offer advice to clients intent on doing business in Asia. 'Asia will host the World Cup later this year in Japan and Korea and with the Olympics coming to Beijing in 2008, we think it is important that our clients and others in the business sector are fully conversant with international sports law,' said Martin Downey, a local partner with the London-based law firm. Downey, a former Hong Kong rugby international and currently a director with the Hong Kong Rugby Football Union, will be one of three speakers at the seminar. He will mainly talk on arbitration and litigation on a large variety of sports related issues. The other two speakers are Bina Cunningham and Adrian Barr-Smith. 'This seminar will be very useful to people who are involved in sports, from sponsors to advertisers, media to merchandisers,' Downey said. 'We will touch on all aspects like sponsorship, including broadcast and event sponsor issues, brand protection, ambush marketing, insurance, corporate hospitality and regulatory issues.' Barr-Smith, one of the most talented sports lawyers in Britain, will speak on TV and media contracts, licensing, event organisation, regulation and sponsor and supplier contracts. Cunningham, a Denton Wilde Sapte partner based in Hong Kong, will touch on merchandising and licensing agreements, event sponsorship and personality rights. 'Our sports practice has a pre-eminent list of clients that include the Premier League, the International Association of Athletic Federations, the Rugby Football Union, the World Professional Billiards and Snooker Association, the England and Wales Cricket Board as well as Coca-Cola, Nokia, Sony and various other multinational corporations,' she said. 'This seminar will be very useful to people in Hong Kong. For instance, we can tell sports federations and associations what their rights are, or inform sponsors what they are entitled to.' Denton Wilde Sapte has 200 partners and some 870 legal staff - 12 people in Hong Kong alone - around the world. According to Cunningham: 'We have a wide area of knowledge and experience. We have helped FIFA with their image protection. At the Sydney Olympics, we advised and assisted NBC, who had exclusive broadcast rights, in the prevention of illegal Webcasting in Asia. Our clients include Formula One driver David Coulthard. Locally, we have advised the organisers of the Hong Kong Sevens and been involved with tennis.' She added: 'Asia will inevitably be the focus of attention for those involved in the sports sector. Understanding the legal issues in this region will be of paramount importance in maximising these business opportunities.' The seminar begins at 9am.