This year, World Intellectual Property Day turns the spotlight on sport, one of the clearest examples of how intellectual property (IP) supports both everyday experiences and economic activity.

Celebrated on 26 April, this day is also an opportunity to highlight both the value of IP for the sports sector and the importance of protecting it, ensuring that athletes, organisations, innovators and fans alike can continue to benefit from a vibrant and sustainable sports ecosystem.

IP protection in sports extends from branding and equipment to licensing and broadcasting. EU trade marks play a central role in protecting the names, logos and other distinctive signs associated with athletes, teams, competitions and organisations. EU designs protect the appearance of sports products and equipment, while copyright safeguards broadcasts and other creative content linked to sporting events. Patents also play a role in protecting technological innovations used in sports performance, equipment and training.

“Sport is driven by talent, effort, creativity and identity. Intellectual property helps protect all of these: from the signs and designs that fans recognise instantly to the official content and products that sustain the sports ecosystem. On World Intellectual Property Day, we also want to underline that fair play does not stop on the pitch: choosing legal content and authentic products helps protect innovation, support right holders and keep sport fair for everyone”, said João Negrão, Executive Director of the EUIPO.

Athletes, brands, clubs and organisations: protecting identity through IP

Many high-profile athletes have turned to IP protection as a strategic tool to build and safeguard their identity beyond the field of play. Across disciplines, both current stars and historical icons hold registered EU trade marks as part of managing their personal brands, commercial activities and long-term legacy.

In football, this includes world-renowned players such as Kylian Mbappé, Lamine Yamal, Cristiano Ronaldo, Lionel Messi and Ewa Pajor, as well as legendary figures like Pelé, Diego Maradona and George Best. All have registered their names, logos and, in some cases, also their celebratory poses.

In basketball, stars such as Luka Dončić, Victor Wembanyama, Stephen Curry and LeBron James own IP rights, following the path set by icons like Michael Jordan and Shaquille O’Neal.

IP protection in tennis is equally prominent, with players and legends including Carlos Alcaraz, Novak Djokovic, Iga Świątek, Serena Williams, Rafael Nadal and Roger Federer actively protecting their names and brands. Beyond these sports, athletes from other disciplines such as Mondo Duplantis (athletics), Tadej Pogačar (cycling), Carolina Marín (badminton) and Max Verstappen (Formula 1) also rely on IP to extend their influence and commercial reach.

Sports clubs and organisations, as well as major sporting events also rely heavily on IP protection to manage and monetise their identities. For example, FIFA holds over 200 EU trade marks and has filed more than 400 EU design applications; the NBA owns more than 300 EU trade marks; the International Olympic Committee holds over 40 EU trade marks and more than 140 EU designs; and the FIA, the organisation governing Formula 1 and other motor sport competitions, holds around 100 EU trade marks. Major sporting events such as Le Tour de France, the UEFA Champions League or Roland Garros own as well and extensive IP portfolio.

Over time, a wide range of assets linked to the sports industry have been protected by IP rights, including mascots, trophies, team colours, badges, promotional materials and even distinctive chants and phrases (e.g. Liverpool FC’s “You’ll Never Walk Alone”) and signature sounds associated with clubs (e.g. the pronunciation of “Barça”). .

Beyond that, major sports brands rely on trade marks and designs to protect the identity and appearance of products ranging from football boots and running shoes to rackets, balls and performance clothing.

Piracy and counterfeiting in sport: a growing concern

Sport is a frequent target for criminal networks seeking to profit from counterfeit goods and illegal streaming of live events.

The impact of sales of fake sports equipment in the EU is substantial. According to the EUIPO estimates, it causes a total loss of €851 million annually, equivalent to 11% of the total sales in the sector. France, Austria and the Netherlands experience the highest economic losses, amounting to hundreds of millions of euros each. In terms of proportional impact, Romania, Lithuania and Hungary suffer the most, with counterfeit sports equipment accounting for up to 20% of total lost sales in each country.

Piracy of live sports content also remains widespread. The latest EUIPO analysis shows that  users access pirated material through a combination of direct website visits, search engines and referrals.

Illegal IPTV services (TV content delivered over the internet) have also grown in recent years. EUIPO research indicates that visits to pirate IPTV subscription websites increased between 2022 and 2023, highlighting the continuing demand for illegal streaming services linked to major sporting events.

These trends are also reflected in consumer behaviour. According to the EUIPO’s latest EU-wide survey on intellectual property and youth, 10% of youngsters aged 15-24 admit to having intentionally purchased fake sporting equipment, whereas 21% say they have deliberately accessed pirated content. Furthermore, fake goods also pose serious health risks as they fail to comply with safety and environmental protection standards, as highlighted in the EUIPO and OECD study on dangerous goods.

Enforcement action across Europe

European authorities continue to tackle criminal networks involved in counterfeiting and piracy linked to the sports sector.

Under the EMPACT Operation Fake Star, a coordinated law enforcement operation carried out across Europe in 2024, authorities detected and seized more than 8 million counterfeit luxury and sporting goods, including large quantities of sportswear, footwear and fake labels bearing well-known brand logos. The operation resulted in 264 arrests and highlighted the scale of organised crime in this area.

Through the work of the European Observatory on Infringements of Intellectual Property Rights, the EUIPO continues to analyse trends in counterfeiting and piracy and to support awareness campaigns promoting legal content and authentic products.

Source: From the pitch to the market: the role of IP in shaping sport - EUIPO