WTR celebrates summer of sport with new Sports Brand Playbook

Out today, WTR’s new Special Report “Training your defence: the sports brand playbook” is an essential guide to championing winning brands on and off the playing field. 

Examining the nuances of brand protection in the sports industry, this comprehensive resource is a culmination of expert insights and practical strategies tailored specifically for professionals tasked with building and maintaining successful sports brands, as well as those looking to work with them.

The allure of global audiences, coupled with the rise of digital platforms, has increased the risks associated with the unauthorised use of popular sports brands, counterfeiting, ambush marketing and illegal broadcasting. These risks are significantly amplified around major sporting events, such as this year’s UEFA European Football Championship in Germany, Olympic and Paralympic Games in Paris, ICC Men’s and Women’s T20 World Cups in the United States, West Indies and Bangladesh, and even the first Esports World Cup, taking place in Saudi Arabia. 

For brand owners and their law firm, licensing and sponsorship partners, safeguarding IP rights before, during and after these events requires proactive measures and a comprehensive understanding of local and international legal frameworks.

Against this backdrop, WTR’s Sports Brand Playbook:

• unpicks the current brand landscape, identifying major sports brands, individuals and sponsors across global markets;
• provides invaluable guidance for navigating the complexities of trademark infringement, image rights and licensing agreements; and
• uncovers opportunities for brand owners to monetise on new markets – globally, digitally, and even in the form of new sports themselves.

Hear from industry leaders at Liverpool FC, Tencent and the City of London Police specialist IP crime unit. Discover the 10 most valuable sports brands and where the highest-paid athletes are focusing their trademark strategies. Stay up to date on personality rights and name, image and likeness rules across jurisdictions. Learn how sports brands are embracing new digital environments and navigating reputation issues in emerging foreign markets. Spot new opportunities to build brands around the most popular and the fastest-growing sports. And more…

At the heart of this report lies a commitment to empowering trademark practitioners and brand ambassadors with the tools necessary to combat threats to brand integrity. Whether representing a sports apparel giant with an iconic logo or a budding athlete building a personal brand, this report offers guidance on monitoring the market, fortifying defences and securing competitive advantage.

“Training your defence: the sports brand playbook” is available to WTR subscribers in full on the WTR platform, in our Report Centre, and via download.