Wimbledon stars could earn more from Instagram than the championship itself

Wimbledon’s record £53 million prize purse might look impressive, yet for today’s top players it is often pocket change compared with the sums they command online. During the fortnight a single sponsored Instagram post could bring Novak Djokovic six‑figure fees - sometimes eclipsing the £3 million singles‑champion cheque. Brands ranging from fashion labels and fintech apps to fast‑growth drinks start‑ups are queueing for that reach because engagement spikes when the world is watching Centre Court.

The commercial opportunity is huge, but so is the compliance risk. The UK Advertising Standards Authority (ASA) has ramped up its AI‑powered sweeps of Instagram and TikTok, and its 2025 report found that 43 per cent of branded posts still break disclosure rules despite more than 3,500 complaints. When a post is ruled non‑compliant the brand, not just the influencer, can face fines, takedown orders, contractual disputes and a very public listing on the ASA website.

Those headaches are avoidable if the underlying contract does its job. A robust influencer agreement should spell out how adverts are disclosed and tagged, give you approval rights over wording and imagery, set deadlines, impose penalties for late or non‑compliant content and cover exclusivity, data protection and termination. Brands should also keep a simple log of their ongoing oversight – for example, any misleading claims flagged, or corrective action taken – so they can demonstrate good‑faith monitoring.

Commercial partner Sarah Gunton explains:

Besides having a robust influencer agreement, brands should proactively vet influencers past content for alignment with their values and monitor for misleading claims, controversy, or competitor links. They must log their oversight – tracking flagged content, corrective action, and compliance training – to show good-faith efforts in case of regulator review.

If you want the upside of influencer marketing without the regulatory sting, our commercial law solicitors can draft, review and negotiate agreements that keep campaigns compliant and on budget.