Sports and Intellectual Property

From football to tennis to ice skating, in every sporting field, inventors and creators are working behind the scenes to push the boundaries of athletic performance, improve audience experience and bring sports events to every home.

IP rights – and the legal protection they give – are the basis for key business transactions that secure the economic value of sports and push the industry forward. Thanks to steady industry growth, sporting organizations can finance high-profile sports events and promote sports development worldwide. The sports industry also contributes to the world economy, creating jobs and developing public infrastructure.

A modern sports shoe combines several types of innovation — (Photo: David Peperkamp/GettyImages)

Several IP rights may protect a sports shoe:

Patents protect the technology used to develop the shoe
Designs protect the “look” of the shoe
Trademarks distinguish the shoe from similar products and protect the “reputation” of the shoe (and the company making it)
Copyright protects any artwork and audiovisual creations used to publicize the shoe

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Reference Guide to Sustaining Sport and its Development through Intellectual Property Rights

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IP in the sports business

Sports show intellectual property (IP) in action. Patents encourage technological advances that result in better sporting equipment. Trademarks, brands and designs contribute to the distinct identity of events, teams and their gear. Copyright-related rights generate the revenues needed for broadcasters to invest in the costly undertaking of broadcasting sports events to fans worldwide. IP rights are the basis of licensing and merchandising agreements that earn revenues to support the development of the sports industry.

a schematic image of a patent application for a smart sports mat as an example of innovative sports technology protected by IP rights — (Photo: WO2019071226)

Sports Patents

From the sports shoe to the swimsuit and the tennis racket to the football, sports technologists have applied their ingenuity, creativity and expertise to develop better and safer equipment in the quest for sporting excellence.

a football with Adidas branding on it as an example of using trademarks in sports — (Photo: DDurrich/Getty Images)

Sports Trademarks

Brands are critical for creating business value, and the sports business is no exception. Strong brands command customer loyalty and premium prices, constituting valuable assets that drive company revenue and growth.

two distinct designs of bicycles showing how innovative design improves sports equipment — (Photo: vladwel/Getty Images)

Designs in Sports

The influence of design in the world of sport is far-reaching. Where image and aesthetics are involved, so too is design, and where new materials emerge, aesthetics or design soon follow.

a man watching a live sports broadcasting symbolizing the use of copyright in sport — (Photo: grinvalds/Getty Images)

Copyright and Broadcasting Rights in Sports

Copyright and related rights, particularly those relating to broadcasting organizations, underpin the relationship between sports and television and other media.

an example of a business company sponsoring a sports event — (Photo: Joeydanuphol/iStock Editorial/Getty Images Plus)

Licensees and Sponsorships in Sports

By acquiring IP rights and using them strategically, sports organizations and other rights owners can protect and increase their income-generating potential.