Sports, today, are as much about competition and athletic achievement as it is about business, branding, and global recognition. From the swoosh of Nike to the three stripes of Adidas, from Manchester United’s crest to the Olympic rings, sports brands are some of the most recognizable and valuable intellectual property (IP) assets in the world. Within this commercial ecosystem, lie trade marks, i.e. the legal tools that turn reputation, recognition, and fan loyalty into lasting business value.
For athletes, clubs, and sports organizations, trade marks are no longer optional. They are essential assets that secure revenues, safeguard reputation, and fuel growth through sponsorship, merchandising, and global licensing deals.
How are trade marks so important in sports?
Strong branding is what transforms a sports team or athlete into a global phenomenon. A successful trade mark does much more than identify the source of a product or service. It builds trust, confidence, and loyalty among fans and consumers. Over time, it comes to represent a promise kept: the quality of the merchandise, the excitement of the event, or the excellence of the athlete.
In the sports industry, trade marks create commercial value by distinguishing clubs, athletes, and products from competitors, generate revenue through merchandising, licensing, and sponsorship deals, inspire consumer confidence in authentic, authorized goods and services and also, act as long-term, renewable assets that can last indefinitely if properly maintained
Think of how the NBA or the English football team, Manchester United have become global names, or rather brands. Their trade marks are not just symbols, they are business engines that sustain entire organizations.
What can be registered as a sports trade mark?
Trade marks in sport aren’t limited to logos or team names. Depending on the jurisdiction, the following can be registered-
- Words and names, i.e. for example, “Wilson” for sporting goods
- Symbols and logos, i.e. for example, Nike’s swoosh, Adidas’ three stripes
- Numbers, i.e. for example, jersey numbers associated with iconic players
- Colors, i.e. for example, teams with distinctive color schemes (such as Liverpool’s red)
- Shapes, i.e. for example, the shape of a sports bottle or equipment design
- Sounds, i.e. for example, a stadium chant or an athlete’s catchphrase
- Slogans and poses, i.e. for example, Usain Bolt’s famous “Lightning Bolt” pose and “to di world” slogan
So, by securing these assets, athletes and organizations protect themselves against imitation and misuse, while building strong foundations for long-term branding strategies.
Building sports brands through sponsorship
Sponsorship is one of the most lucrative ways sports trade marks are leveraged. Companies pay enormous sums to display their trade marks at prestigious sporting events because they know the emotional pull of sport can influence purchasing decisions.
Events like the FIFA World Cup™ or the Olympic Games aren’t just competitions, i.e. they’re platforms for global brand exposure. Associating a company with the prestige, dynamism, and youth of such events can instantly boost its image and sales. For fans, buying a product connected to their favorite sport or team often feels like buying into the values and emotions of the game itself.
Athletes as Brands
Modern athletes are more than sports professionals, i.e. they are global brands. Registering trade marks gives athletes control over how their names, images, and reputations are used commercially. This might include their name or nickname (e.g. “CR7” for Cristiano Ronaldo), their signature or initials, slogans or catchphrases associated with them, distinctive poses or moves, like Usain Bolt’s Lightning Bolt
Even without formal trade mark registration, athletes can rely on “personality rights” or “image rights” to prevent unauthorized exploitation of their identity. But registering trade marks provides stronger, clearer protection and makes licensing and sponsorship deals much easier to manage.
Protecting sports brands online
The digital age has created new challenges for sports brands. Domain name abuse is a common issue, with bad actors registering websites that imitate or misuse a club’s or athlete’s name to mislead consumers.
Organizations such as WIPO run dispute resolution procedures that allow quick action against cybersquatting and unauthorized online use. By registering their trade marks, sports personalities, clubs, and organizers strengthen their ability to enforce rights and protect fans from counterfeit or unsafe products.
Illegal sports streaming and piracy
Another modern challenge is “illegal” sports streaming. Piracy threatens not only broadcasting revenues but also the integrity of competitions and the safety of fans who access shady websites. Trade marks, alongside copyright and broadcasting rights, form part of the enforcement toolkit to shut down illegal platforms and preserve the economic sustainability of professional sport.
International protection of sports trade marks
Because sport is global, trade marks often need protection across multiple jurisdictions. This is where WIPO’s Madrid System becomes invaluable. Through a single international application, sports organizations and athletes can secure protection for their trade marks in multiple countries and manage renewals centrally.
This system is particularly useful for international events like the Olympics. This is where branding must be protected simultaneously across dozens of markets.
Case Study
The Olympic Games provide one of the best examples of how trade marks, design rights, and copyright work together to safeguard sporting brands.
The Olympic rings, introduced in 1913, are one of the most recognized symbols in the world and are strictly protected under international law. The Nairobi Treaty of 1981 requires countries to prohibit unauthorized commercial use of the Olympic symbol.
Also, the Olympic mascots, like the Paris 2024 “Phryges,” are registered as trade marks, protected as industrial designs, and even linked with copyrighted mottos. Merchandise sales generate millions of dollars in revenue, which are then redistributed to athletes and sports organizations worldwide.
That said, ambush marketing is carefully monitored. Companies that attempt to associate themselves with the Games without authorization risk legal action. Without this strong IP framework, the Olympic Movement would struggle to finance itself and support athletes globally.
The commercial value of sports trade marks
The financial health of sports clubs and organizations is deeply tied to the strength of their brands. The more successful a team or athlete, the more valuable their trade mark becomes. That value can be monetized through-
- Merchandising, i.e. through jerseys, caps, water bottles, toys, and more
- Licensing, i.e. by granting third parties the right to use the brand on products
- Sponsorships, i.e. by partnering with global brands for visibility and funding
- Broadcasting rights, i.e. by leveraging protected symbols and logos in media deals
The revenues involved are staggering. For example, the Tokyo 2020 Olympics generated USD 52 million from merchandise alone. While Beijing 2022 brought in USD 157 million through licensing agreements. These revenues directly support sports development worldwide.
Registering Your Sports Trade Mark
For sports clubs, athletes, and organizations looking to secure their brand, the process generally involves-
- Identifying what to protect, i.e. name, logo, slogan, symbol, or other distinctive assets.
- Conducting a clearance search to ensure no conflicting marks exist.
- Filing an application with the relevant trade mark office (national or international via the Madrid System).
- Maintaining and renewing the registration to keep the rights alive indefinitely.
- Enforcing rights by monitoring for misuse online, in merchandise, or in advertising.
By investing in trade mark protection early, sports professionals not only secure their current commercial interests but also build a legacy that can grow in value over decades.
Conclusion
In sport, victories on the field are fleeting, but trade marks can last forever. They are the foundation upon which clubs, athletes, and event organizers build sustainable business models. From protecting athletes’ personal brands to safeguarding international competitions like the Olympics, trade marks ensure that the passion of sport translates into lasting commercial value.
For anyone in the sports industry, i.e. whether you’re an athlete looking to secure your identity, a club protecting its crest, or an event organizer planning global sponsorships, registering trade marks is not just about legal compliance. It’s about protecting the heart of your brand, preserving its integrity, and unlocking its full commercial potential.
Contact us now to learn more about how LexGeneris can assist you with all your intellectual property needs. You can also schedule a no-cost consultation with our team of expert IP Attorneys Australia, IP Attorneys India, and IP Attorneys New Zealand.
