Celebrating World IP Day: thoughts from our Editorial Board

Published April 24, 2026

As World Intellectual Property Day approaches on 26 April 2026, we asked our Editorial Board for their thoughts on this year’s theme: IP and Sports: Ready, Set, Innovate.

Providing unique insight from their respective jurisdictions, our Editorial Board members reflect on the vital role that IP plays in protecting and promoting the inventions, designs, brands, and stories that drive the world of sports, inspire athletes, and unite fans everywhere. Find out more about World IP Day here.

“The theme “IP and Sports: Ready, Set, Innovate” resonates strongly in the UAE and wider Middle East, where sport is increasingly intertwined with economic diversification and global positioning. Alongside major investments in events, clubs, and leagues, there is a growing recognition of the value of intellectual property in shaping and protecting this ecosystem.

“From trademarks underpinning merchandising and sponsorship strategies to the evolving role of athletes as brand owners, IP sits at the heart of the region’s sports ambitions.

“Even at a community level, you can see this momentum building – the Ministry of Economy and Tourism recently hosted its second sports day for the IP community under the same theme, a small but telling sign of how naturally innovation and sport are coming together.

“As the sector continues to grow, the region is in a strong position to shape a more dynamic IP landscape – one that not only protects value, but also supports innovation, attracts global partners, and helps drive the continued rise of sport across the Middle East.”

Yasir Masood, IP Manager, Rouse

“This year, the theme for World IP Day is IP and Sports: Ready, Set, Innovate. IP plays a central role in the UK sports industry, where brands, broadcasting, and merchandising are key revenue drivers. Trademarks, in particular, protect the identity of clubs, leagues, and events, covering names, logos, and slogans, ensuring that consumers can distinguish authentic products and experiences from counterfeit or unauthorized ones. This legal protection underpins commercial confidence, enabling organizations to invest in grassroots development, facilities, and talent.

“From a UK perspective, strong trademark rights support innovation by encouraging sports bodies and businesses to develop new products, digital content, and fan engagement strategies, knowing their brand value is safeguarded. For example, licensing agreements based on trademarks generate significant income streams, which can be reinvested into innovation and community initiatives. Moreover, effective enforcement of trademarks helps maintain the integrity of sports personalities, sporting events, and associated markets. This contributes to economic growth by attracting sponsorship, boosting tourism, and supporting jobs across sectors such as retail, media, and technology. In this way, trademarks are not just protective tools but active enablers of a dynamic and innovative sports economy in the UK.”

Charlotte Wilding, Partner, Keltie LLP

“This year’s World Intellectual Property Day theme is “IP and Sports: Ready, Set, Innovate.” The word “innovate” appears last, delivering the perfect finishing touch—and in the realm of sports intellectual property, artificial intelligence stands as the most powerful engine driving such innovation.

“Artificial intelligence has firmly embedded itself in the sports IP ecosystem. From strengthening protection for sports brands to enabling compliant content generation, AI is reshaping the entire sports IP value chain. Many international sports brands have widely adopted AI‑powered around‑the‑clock monitoring systems to improve automated review efficiency and drastically reduce the time infringing products remain online for display and sale. Meanwhile, artificial intelligence also presents new challenges for the sports industry. At the 2026 Milan Winter Olympics, the Czech ice dance ensemble used AI‑generated music amid copyright disputes, triggering a worldwide debate over the legal and ethical boundaries of AI‑generated content.

“The 13th edition of the Nice Classification entered into force on January 1, 2026. It formally includes the standardized terms “artificial intelligence consultancy; research in the field of artificial intelligence technology” in Class 42, and the specific term “AI‑driven personalized marketing services” in Class 35 can also be accepted in China. This development shows that artificial intelligence has gained an independent “identity marker” within the global trademark protection system, significantly reshaping the landscape of trademark protection and brand management. For sports brands, this means AI‑powered services—including sports data analytics, intelligent training guidance, and competition forecasting—can benefit from more precise and robust trademark protection. This, in turn, helps sports brand companies move faster on the track where sports and innovation intersect.”

Gang HU, Deputy General Manager, China Patent Agent (H.K.) Ltd.

“This World IP Day, we celebrate the powerful role that intellectual property plays in driving innovation across the global sports world. While copyrights protect the broadcast and the highlight reel, trademarks are the MVP when it comes to building the iconic brands that fans rally around. And nowhere will that be more visible than here in North America during the FIFA World Cup this summer.

“From the signature boots on a striker’s feet to the official match ball, from the stadium names to the tournament’s own carefully protected brand identity and custom typeface — trademark protection touches every inch of the World Cup experience. FIFA has registered more than 98 World Cup-related trademarks with the USPTO alone, covering everything from apparel and footwear to digital media and broadcasting. That portfolio isn’t just cosmetic. It is the financial engine that makes the entire tournament possible: sponsors invest because trademark protection gives them something exclusive and valuable to associate with their brands.

“The spirit of sports is universal, and protecting the IP behind it ensures the game — and the brands defining it — never stop winning.”

Stacey C. Kalamaras, Founding Partner, Kalamaras Law Office, LLC

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