As sports brands look to capture more value from fan engagement, intellectual property (IP) strategies are evolving fast. A recent article in The Law Society Gazette highlighted the growing importance of trade marks in sport, particularly the protection of non-traditional brand assets such as athletes’ signature celebrations. As John Ferdinand (Partner & Trade Mark Attorney at Marks & Clerk) explains, IP rights are increasingly central to building, commercialising and controlling sports brands, with athletes moving to formalise ownership of distinctive gestures. This allows them to manage commercial use, maintain exclusivity and strengthen partnerships, while preventing unauthorised exploitation of their identity.
John points to a clear trend, noting that “athletes [are] seeking trade mark protection on their viral signature celebrations” as valuable IP, with examples including Cristiano Ronaldo’s ‘Siuu’ and Cole Palmer’s ‘Cold Palmer’ celebration. He emphasises that these moments can evolve into significant commercial assets, adding that “the future of sports IP lies not only in protecting what fans buy, but also what they remember and share,” underlining how intangible, shareable fan experiences now carry trademark value comparable to traditional branding.
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