26 April 2026 marks World IP Day, with this year’s theme placing a particular emphasis on IP and sports. In recent years, IP has become increasingly central to the sports industry, most notably through individual athletes commercialising their personal brands.

In recognition of World IP Day, this article explores:

• Why IP matters in sport.
• Modern athletes approach to IP.
• The risks of a weak IP strategy.

Why IP matters in sport

Intellectual Property plays a central role in today’s sports industry, where commercial value extends beyond a club or athletes’ performance. Now more than ever, athletes and clubs are recognised as brands with a global reach and significant revenue potential. Intellectual Property rights provide the legal framework through which value generally can be protected and controlled.

At an individual level, IP affords athletes the opportunity to control and commercialise the use of their names, images and likeness. Endorsements, sponsorships, media appearances, and merchandise all depend on clear rights relating to how an athlete’s identity is used. As an athlete’s career begins to gain traction, effective IP protection becomes vital to maintain brand integrity and prevent unauthorised exploitation by third parties.

For sports clubs and organisations, IP underpins some of their most valuable assets including logos, team names, kits, and marketing materials. These rights support licensing arrangements and commercial partnerships, which are essential revenue streams for both clubs and individual athletes alike.

At its core, IP protection is fast becoming a key driver for success in the sports industry.

Modern athletes approach to IP

An athlete’s success is often judged by their performance both on and off the field of play. With this in mind, there has been a rising trend amongst young athletes to take steps to protect and commercialise their personal brands. Once an athlete becomes recognisable, their IP can quickly become commercially valuable yet equally vulnerable to unauthorised exploitation.

A key recent example is Cole Palmer, who recently filed trade mark applications covering his name, signature, image and “Cold Palmer” nickname as well as his distinctive “shiver” goal celebration.

Similarly, professional darts player Luke Littler took steps to protect his name and nickname in 2024 and is currently in the process of registering his image through the submission of a picture of his face as a trade mark.

Both examples reflect a shift, particularly amongst younger athletes towards the commercialisation of their identities. With athletes increasingly seeking to maximise value through structured protection and management of their image. This is an issue complicated by the fact that image rights are not protected in England and Wales in the same way that they are in other jurisdictions. In the USA for example, image rights are a recognised part of the copyright landscape and provide individuals the chance to control the commercial use of their name, image or likeness.

Effective IP strategies seek to address the legislative gap present in this jurisdiction and seek to create a structure through which athletes can licence their name and likeness for advertising campaigns and endorsements. These activities creates an additional significant revenue stream for athletes whilst maintaining control of their public image.

Ensuring that IP rights are registered in the correct name is also essential. This was highlighted during the recent Beckham family dispute. During the course of the dispute it was widely reported that Victoria Beckham had sought registration for, and subsequently owned, the trade mark BROOKLYN BECKHAM. This contributed to a family dispute which included a claim that Brooklyn would be unable to use his own name in the course of trade without infringing the trade mark owned by his mother.

For athletes, particularly in the early stage of their careers, having a strategy in place which protects their image and maximises their ability to establish valuable commercial partnerships is essential.

The risks of a weak IP strategy

A poorly planned IP strategy can expose sports brands and individual athletes to significant commercial and reputational risk. As visibility increases, so does the likelihood of misuse. Without proper brand protection in place, valuable brands can be diluted and exploited by third parties.

One of the most immediate risks is brand dilution. The unauthorised use of names, images or logos can reduce a brand’s distinctiveness and weaken consumer trust. This can often lead to lost revenue as unofficial merchandise and campaigns can divert income away from the brand owner and towards third parties. Without adequate IP protection, athletes and sports organisations risk the unauthorised exploitation of their brand. This is particularly prevalent in a digital environment where content is shared and reproduced quickly.

Weak IP protection also leaves brands exposed to reputational damage and impacts a brand’s integrity. Unauthorised associations with products, services or businesses, particularly those that conflict with a brand or individual’s values or are of low quality, can cause harm to the public’s perception that is difficult to reverse. Control over how a brand is used is critical, especially in an era where public image is shaped instantly through the use of social media. This point is especially important in a market where fans have high standards and can be very quick to react to a negative brand experience.

Ultimately, failing to secure and actively manage IP rights can leave sports brands exposed to unnecessary commercial and legal risk. Public perception may drive the value of a brand, but without proper IP protection brands risk losing control over the assets that reinforce their value.

Intellectual property and sports: How can we support you

Our dedicated intellectual property team is on hand to guide you through the protection, management and enforcement of your IP rights, both within the sports industry and beyond. If you would like to review your brand or discuss how to strengthen your IP position, please contact Matthew Lingard or Sarah Williams.