26 April 2026 marks World Intellectual Property Day, celebrating the importance of intellectual property (IP) in driving innovation, creativity and commercial growth worldwide. This year’s theme, IP in Sport, highlights an industry where IP rights are fundamental, not just to protecting performance-related innovation, but also to monetising personality, brand and fan engagement.
From elite athletes and sports clubs to technology companies and investors, IP is now one of the most valuable assets in sport. Clarke Willmott supports clients across the sector in identifying, protecting and commercialising IP so it delivers long‑term strategic and financial value.
Sport as a brand‑driven industry
Modern sport operates at the intersection of competition, entertainment and global commerce. Intellectual property is at the heart of this ecosystem, encompassing:
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Trade marks – protecting names, logos, slogans and visual identities;
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Copyright in broadcast footage, social media content, photography and software;
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Design rights – covering sportswear, equipment and product aesthetics;
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Patents for technical innovation in equipment and sports technology; and
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Confidential information and data, including analytics and performance insights.
Crucially, IP is no longer limited to teams and governing bodies. Individual athletes are increasingly sophisticated rights holders, actively managing their image and brand as commercial assets.
Athletes as IP owners
Luke “the Nuke” Littler, one of the most recognisable new faces in professional darts, has recently applied for trade mark protection for his facial image, reflecting the growing commercial value of athlete likenesses in merchandise, media and endorsements, but also to help prevent AI fakes, following in the footsteps of Matthew McConaughey who has already done the same.
In 2025, Cole Palmer, the England and Chelsea footballer, took a broad and strategic approach to brand protection by registering trade marks covering his name, autograph, facial image, signature celebration gesture, and the phrase “Cold Palmer”—a nickname widely associated with his on‑pitch persona.
Welsh footballing legend, Gareth Bale, was a trailblazer, registering his heart goal celebration as a trade mark in 2013.
NBA star, Luka Dončić, has taken things further by launching his own brand and digital platform, 77x, to take advantage of the multitude of commercial and fan engagement opportunities available to him personally, rather than this solely being pursued by the team he plays for.
These examples show how modern athletes are thinking beyond traditional endorsement contracts, using the trade mark system to secure exclusive rights over the elements that define their public identity. Properly structured, these rights can form the foundation of licensing programmes, sponsorship deals, collaborations and long-term brand exploitation.
Protecting value while reducing risk
Commercial opportunity brings risk. Inadequate protection can lead to unauthorised use, counterfeiting or disputes—especially in a sector with global reach and digital exposure.
Clarke Willmott advises clients on:
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Enforcing IP rights in the UK and internationally;
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Structuring IP ownership for athletes, clubs and corporate groups;
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Managing infringement, passing off and online brand misuse; and
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Supporting investment, sponsorship and M&A transactions where IP value is central.
Our focus is on enabling growth while protecting reputation and long‑term value.
Supporting emerging talent and sports businesses
From young athletes building their personal brand to startups developing sports technology, early‑stage rights holders often hold valuable IP without fully realising its potential. Getting IP strategy right at the outset can be critical to attracting investment, securing partners and planning future exits.
Clarke Willmott works closely with athletes, founders and rights holders to develop clear, scalable IP commercialisation strategies aligned with their broader commercial goals.
World IP Day 2026 is a timely reminder that intellectual property is one of sport’s most powerful assets, whether it takes the form of a global brand, a distinctive goal celebration, or an innovative piece of technology.
Clarke Willmott provides practical, commercially focused advice to help clients in sport protect and monetise their ideas, identity and innovation with confidence.
To discuss how Clarke Willmott can support you with the commercialisation of intellectual property in sport, please get in touch.