The International Trademark System and Sports Brands
International Sports Trademarks
Sports inspire passion, unite communities, and sustain a global industry worth trillions of dollars. Every emblem, crest, slogan, or athlete’s signature move can function as a trademark, turning identity into a protected brand. Far more than identifiers, these trademarks are protected assets that safeguard authenticity and reinforce confidence among sports fans internationally.
Trademarks enable clubs, leagues, event organizers, and athletes to secure sponsorships, merchandise deals, broadcasting rights, and global partnerships. With the help of the international trademark system, sports brands can safeguard their identity across borders and translate creativity and performance into enduring value.
Serena Williams trademark: WYN BEAUTY BY SERENA WILLIAMS
Serena Williams has built a brand legacy that reaches far beyond the tennis court. With more than $94.8 million in career prize money and an empire valued at over $340 million, she has combined sporting excellence with business leadership to redefine what is possible for female athletes.
Her partnerships with Nike, Puma, Gucci, Beats by Dre and Gatorade have amplified her influence, while her company Serena Ventures demonstrates her commitment to entrepreneurship and to supporting new talent. Her name is now synonymous with empowerment, resilience and outstanding performance, values that inspire fans and partners across the world.
Notably, her empire has extended into beauty with the mark “WYN BEAUTY BY SERENA WILLIAMS” (International Registration No. 1727927, filed 24 January 2023), protected under the Madrid System to secure her brand presence in multiple markets.
LeBron James’ trademarked name and clothing brand: LEBRON
LeBron James has built one of the most influential personal brands in sport, combining his dominance in the NBA with a visionary approach to business. A multiple-time champion and global entrepreneur, he has expanded into media, entertainment, lifestyle, and investment through ventures like the SpringHill Company, Blaze Pizza, and a stake in Liverpool FC.
To protect this global presence, he has secured his name internationally under the Madrid System with the marks “LEBRON JAMES” (IR No. 1677462) for digital media and virtual services, and “LEBRON” (IR Nos. 863127 and 1675897) covering apparel, equipment, collectibles, and online entertainment. These registrations ensure that his brand, now valued in the billions, is safeguarded across markets as he continues to influence culture and business worldwide.
International Sports Brand Protection through the Madrid System
In the global sports industry, trademarks are the foundation of trust, identity, and growth. Counterfeits, unauthorized merchandising, and digital imitations threaten value on every continent, making international protection indispensable. The Madrid System delivers that protection. With a single application, sports brands can secure trademark rights in over 130 jurisdictions, ensuring recognition and enforceability in the markets that matter most.
International trademark registrations are used by organizers of major tournaments to safeguard event names and slogans, by professional clubs to defend their crests and merchandise worldwide, and by apparel companies to secure the exclusivity of their logos and designs. Athletes also leverage the system to protect personal brands, from lifestyle ventures to digital products and fashion lines.
By streamlining protection, the Madrid System ensures that these marks remain authentic, exclusive, and valuable. It is more than a filing procedure, it is the backbone of international brand confidence in sport, transforming recognition into lasting economic and cultural impact.
About the Madrid System
The Madrid System is WIPO’s international solution for trademark protection. It allows businesses and individuals to file a single application, in one language and with one set of fees, to protect a trademark in more than 130 countries. By centralizing registration, renewal, and portfolio management, the system reduces complexity and costs while ensuring consistent coverage in key markets. For sports organizations, companies, and athletes, the Madrid System offers a practical way to safeguard their brand identity worldwide and to support long-term growth across borders.