From the Courtroom to the Touchline: How Law, Strategy, and Trust Are Shaping the Future of Sport – PART 1

Sport has long since outgrown the confines of stadiums and scoreboards. Today, it is an economic powerhouse, cultural soft power tool, and global platform for technological innovation. Few people understand this complex intersection of law, commerce, and performance better than Marlon Gilbert-Roberts, a former international criminal lawyer turned CEO of the Brussels-based consultancy Business to Sports Group.

Author: Szilárd Szélpál

In our latest CEA Talk episode, Marlon shared his journey from the legal chambers of The Hague to advising some of the most influential players in the global sports industry. What began with a chance professional development course while working at the UN grew into a new vocation — one grounded in legal insight, commercial strategy, and an unrelenting belief in the potential of sport as structured business.

At the heart of Marlon’s argument is the growing convergence of sport and business, not just at the elite level but across the full spectrum of stakeholders: clubs, leagues, athletes, sponsors, media platforms, and even public institutions. The world of sport, as he notes, is no longer separable from global economic currents. Broadcasting rights, merchandising licenses, player transfers, and digital branding campaigns now define success off the field just as much as goals and titles do on it.

But success today is about more than revenue generation. Governance, compliance, and trust are increasingly the core currencies of credibility. Marlon points to both deliberate misconduct and dangerous incompetence as twin threats to the integrity of global sport. Whether it’s UEFA’s uneven enforcement of financial fair play rules or Belgium’s high-profile investigations into agent misconduct, the message is clear: strong systems are not enough. They must be matched by informed, ethical leadership.

Importantly, Marlon emphasizes that many failures in sport governance stem not from malice but from ignorance. This is a sobering truth — and one that makes a compelling case for professionalization and education at every level. As new FIFA licensing frameworks for agents and revamped compliance mechanisms come online, the challenge will be ensuring that all stakeholders — from clubs to intermediaries — actually understand and follow them. Communication and accountability, not just regulation, will be the real test.

The athlete, too, is changing. Today’s top players are brand ambassadors, content creators, and entrepreneurs in their own right. From Cristiano Ronaldo to up-and-coming talents, Marlon sees a more informed generation of athletes who understand their value and actively shape their commercial image. Yet with this empowerment comes pressure — not least the challenge of time. Negotiating contracts, managing content, navigating partnerships: these tasks require dedicated legal and strategic support, even for the most savvy athlete.

Technology, of course, looms large across every domain. From performance analytics and injury prevention to personalized fan experiences powered by AR and dynamic advertising boards tailored by market, the digital transformation of sport is accelerating. Marlon notes that while some innovations threaten to reshape how we experience matches — potentially diminishing the appeal of live attendance — others unlock new revenue streams and improve athlete health and audience engagement.

Ultimately, the conversation points to a central truth: sport today is an ecosystem, and managing it requires the mindset of both a strategist and a steward. Whether it’s a Champions League finalist or a grassroots club, the equation is the same. Talent alone is not enough. Trust, expertise, and adaptability define winners — on and off the pitch.

As we continue this conversation in Part Two, we’ll explore how global dynamics, long-term planning, and cultural nuance will shape the next era of the sports industry.

Cover photo credit: Gemini