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Max Dixon

Max Dixon

Associate

London

T: +44 (0) 20 3400 4018

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Biography

Max qualified as an Associate in the Technology and Commercial Transactions team in London in August 2023. Max has experience advising on a variety of commercial matters, including IT outsourcing agreements, service agreements, property management agreements and other bespoke commercial arrangements.

Max works with clients in a variety of sectors including IT, telecoms, sport, retail and real estate.

Admissions

  • England and Wales

Related Capabilities

  • Sports, Media & Entertainment

  • Contract, Endorsement & Celebrity Representation

  • Sports & Event Venue Real Estate Infrastructure & Operation

  • Naming Rights & Sponsorship

  • Sports & Entertainment M&A

  • Entertainment Industry

  • Sports & Event Financing

  • Olympic & National Governing Bodies

  • Professional Sports Team Representation

  • Technology Transactions

  • Corporate

  • Commercial Transactions

Experience

  • Sephora Global on its sponsorship agreements with F1 Academy Limited,  the operator of the all‑female single‑seater motorsport series, under which Sephora has been appointed as the Official Partner and Official Beauty Retail Partner of F1 Academy.

  • BT Group plc on the proposed sale of its Radianz Business, a specialist provider of connectivity and cloud infrastructure solutions to the financial sector, to Transaction Network Services. The divestiture encompasses BT's Radianz operations across the UK, US, Latin America, Europe, the Middle East, Africa, Asia and Australasia.
  • Driscoll’s Inc. as the sole strategic investor in a consortium acquiring Costa Group, Australia’s top horticultural company, for A$2.5 billion (US$1.6 billion).
  • Société BIC S.A. (BIC) on its €200 million acquisition of Tangle Teezer, a leading British hairbrush brand known for its innovative detangling tools. 
  • Driscoll’s Inc. via its Dutch subsidiary in connection with its acquisition of Berry Gardens Limited from Berry Gardens Growers Limited (“Berry Gardens”). 

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Technology takes centre stage at UEFA Euros 2024

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Dec 03, 2025
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In our previous article, we explored how AI is reshaping contractual negotiations with athletes, bringing advanced data analytics and predictive modelling into a process once driven largely by statistics and instinct. AI is now having an equally profound impact on the commercial side of sport, transforming how sponsorship deals are valued, structured and activated, and redefining how fans can connect with their favourite teams, athletes and brands. This article explores how AI is allowing rights holders and sponsors to deploy innovative solutions to engage with their audiences, and how innovation in this space also raises new commercial and legal questions around data privacy, image rights and the accuracy of AI-generated insights.
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Oct 03, 2024
BCLP advises Tristan Capital Partners’ EPISO 6 Fund on the acquisition of Cody Technology Park for £112M
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As the Paris 2024 Summer Olympic and Paralympic Games (the “Games”) turn onto the final straight, the Games have yet again captured widespread global attention, on and off the track. With over 15.3 million visitors in Paris this summer for the Games, data security has emerged as a critical concern. To enhance the safety of athletes, spectators and residents, the French government implemented specific measures, including a bill relating to the Games (the “OG law”), a legislative measure passed on 19 May 2023, to bolster security during the Games[1]. The “OG law” introduces advanced security measures, notably the use of experimental algorithmic video surveillance systems. This article focuses on the deployment of these augmented surveillance systems during the Games and examines the associated GDPR compliance and privacy dilemmas that subsequently arise. 
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Aug 07, 2024
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The Games have kicked off in true Parisian style and is promising to be a groundbreaking spectacle, not just for the inspirational athletic feats we are certain to see but also for the innovative use of artificial intelligence (AI) tools that will feature more prominently than ever before. These advancements are set to play a transformative role in the Games, enhancing athletes preparation for, and experience in, the Games as well as for spectators and viewers worldwide. We have taken a closer look at some of the use cases of AI in the Games.
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The UEFA Euro 2024 men’s competition is reaching the business end of the tournament, with teams from across the continent battling it out in the knock-out stages to be crowned champion of Europe. In the second instalment of our Euros series (please see our article on the use of IP at Euro 2024), we are focusing on the advanced technology being used at the tournament - such as the deployment of connected ball technology and semi-automated offside technology to expedite the review process and improve the accuracy of VAR (Video Assistant Referee).
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