Focus | Sports and IP
Sports and IP
We are delighted to present this special issue of WIPO Magazine. This edition explores the diverse intellectual property (IP) issues that affect the world of sports. This year’s focus has sparked great activity from contributors, who look at topics such as trademarking signature celebration moves, iconic soccer matches or music licensing in choreographed sports. The issue also recovers earlier key essays from industry leaders and conversations with lawyers, creators, and federations shaping the field.
Wimbledon grass: the secret protected by plant variety rights
From Wimbledon to the FIFA World Cup, intellectual property rights drive the development of new plant varieties, ensuring the grass is always green for major sports tournaments.
Owning the celebration: signature moves in the age of synthetic media
Savvy athletes are increasingly registering their signature poses as figurative marks. But with AI able to replicate and commercialize individuals’ movements, is trademark law in need of an update?
Dai Dai: Shakira and Burna Boy's World Cup song and its IP rights
Dai Dai is the 2026 official FIFA World Cup song by Shakira and Burna Boy. Find out how IP rights protect the song.
“Win Well”: How Sport and IP Strengthen Australia’s Nation Brand
Fiona de Jong, former CEO of the Australian Olympic Committee, on nation branding, sports governance, intellectual property (IP) and how Australia is preparing for the Brisbane 2032 Olympic and Paralympic Games.
How the Republic of Korea is redefining esport players’ identity and rights
The Republic of Korea is driving the professionalization of esports players within a billion-dollar industry driven by IP. Learn how they integrate player protection.
How fitness equipment design shapes performance
Sports-related industrial design filings are on the rise. And when it comes to protecting key innovations such as adjustable dumbbells, the Hague System does a lot of heavy lifting.
Football derbies: who owns trademarks like “El Clásico” or “Fla-Flu”?
Historic football rivalries often get their own grand titles, such as “El Clásico”. But when a derby becomes an IP asset unto itself, who gets to own its name?
The technology and patents behind the Paralympic Winter Games
The recent Paralympic Winter Games demonstrated notable advances in parasport technology. These innovations enhance competition and excitement and deliver benefits beyond the Games themselves.
Cheerleading music licensing in sports: ClicknClear’s Chantal Epp
Discover how a two-time world champion cheerleader is giving athletes and sports event organizers easy access to music, while ensuring fair pay for creators.
Intellectual property and the specificity of sports
Sports are a global industry with universal appeal so why do sports raise so many complicated IP-related issues?
Shenzhen Shokz: Bone conduction technology for a new listening experience
Pioneering bone conduction technology developed by Shenzhen Shotz offers users a new listening experience. Find out how the company’s commitment to innovation and its robust IP strategy are enabling it to thrive.
Enda: Kenya’s first home-grown running shoe
Kenyan entrepreneur Navalayo Osembo-Ombati gave up a job at the United Nations in New York to set up a business making running shoes in Kenya.
Esports: an overview of a new(ish) frontier in digital entertainment
Esports are growing in popularity, with the expanding esports industry expected to generate USD 1.38 billion in 2022 according to Newzoo. Andrea Rizzi explores the legal complexity surrounding e-sports and the need for a balanced and effective governance system.
The IP journey of an Olympic Games
When most people think about the Olympic Games, they wonder who will be the next Usian Bolt or Yelena Isnbaeva. But have you ever thought about how intellectual property rights help athletes achieve their remarkable performances, and even make the Games possible?
Innovative prostheses positively change the Paralympics
In late summer 2021, athletes with disabilities from around the world competed at the Tokyo 2020 Paralympic Games. Maja Hoock, Manager of Corporate Communications Research and Development (R&D) at the leading German prosthetics company, Ottobock, explains how IP-protected sports prostheses help athletes make the most of their abilities.
Paralympian Rory Cooper drives innovation for people with disabilities
Rory Cooper, a Paralympian and a serial inventor, is committed to improving the quality of life and participation of people with disabilities through engineering and technology. Find out about his pioneering work and helps ensure his inventions reach the market and help people.
Putting sports fans first: insights from Intel
James Carwana, General Manager of Intel Sports shares his views on how immersive media technologies are creating opportunities for sports teams and leagues to put sports fans first.
Call for submissions to WIPO Magazine on Sports and IP
We are excited to announce an open call for pitches for the next special issue of WIPO Magazine. This edition will explore the diverse intellectual property (IP) issues that affect the world of sports.
IP and sports: Ready, set, innovate
Celebration moves as trademarks. AI replicating athletes. Music on the ice. Our 2026 issue explores the IP rights working to keep sports moving.