IP and Sports: A World IP Day Conversation in a Year of Global Competitions

A rapidly evolving landscape

With the 2026 FIFA World Cup and the 2026 Winter Olympic Games approaching, the sports sector is entering a period of unparalleled commercial exposure. Heightened global visibility intensifies legal risks and elevates the strategic importance of IP rights across all stakeholder groups—from athletes and sponsors to event organisers, media platforms and the broader market of companies seeking to capitalise on the global hype surrounding these events.

This environment creates both legitimate commercial opportunities and increased incentives for businesses to associate themselves indirectly with major competitions, often testing the boundaries of advertising regulations, sponsorship exclusivity and event‑related IP enforcement.

Key IP considerations in today’s sports ecosystem

The session will highlight the practical IP issues that increasingly shape how sports organisations operate, commercialise their assets and mitigate legal exposure during major global competitions. Relevant topics include:

• Athlete image rights and brand protection – Rights holders must control the authorised use of athlete likeness and endorsements, while brands must ensure that any association with athletes complies with contractual and event specific rules.
• Licensing, merchandising and event related branding – Event marks, mascots and team insignia require strict protection, and businesses must understand when such assets can be used or referenced without infringing exclusive rights.
• Broadcasting rights and anti piracy measures – Organisers must safeguard live content across digital platforms, and media or commercial users must avoid unauthorised capture, sharing or reuse of protected footage.
• Anti counterfeiting operations – Rights holders work to combat counterfeit merchandise, and retailers or market participants must ensure that products and supply chains do not involve infringing goods.
• Advertising, ambush marketing and commercial restrictions around events – Event organisers enforce rules to prevent ambush marketing and protect sponsor exclusivity, while brands aiming to capitalise on event visibility must navigate what is legally permissible, especially in digital and athlete driven campaigns.

Navigating opportunities and risks in a year of global attention

As the world focuses on several major international competitions, effective IP governance has become a strategic necessity. Stakeholders must protect brand value, enforce exclusivity, secure commercial assets and manage reputational exposure. At the same time, businesses and other third‑party market participants wishing to reference or align with major sporting events must navigate the legal boundaries, risks and legitimate commercial opportunities involved, particularly in an environment where real‑time media dissemination amplifies both visibility and potential exposure.

By combining insights from athlete representatives, global sponsors and other key industry stakeholders, the session will offer practical guidance on the real‑world implications of IP in sports. The discussion aims to equip both rights holders and third‑party market participants with a clearer understanding of how to operate safely and strategically in a year marked by heightened global visibility.

Online session

We invite you to participate in this discussion on the intersection of IP and sports during a landmark year for global competitions.

Date: 22 April 2026
Registration: Click here

About Madrona Advogados:

Alliott Global Alliance’s legal representative in Brazil, Madrona Advogados (Madrona), is a full-service, top 25 law firm with offices in São Paulo, Minas Gerais, and Brasília.

Recognized for combining excellence with agility to deliver precise and effective solutions for complex projects, the firm counts 45 partners and nearly 300 professionals specialized across administrative law and a wide range of practice areas. According to TTR Brasil’s 2024 Annual Report, Madrona Advogados ranks among Brazil’s top ten firms in merger and acquisition (M&A) transactions.

Over the years, the firm has been consistently recognized by leading international legal directories and publications, including Chambers Brazil (Elite in M&A), Chambers Global, The Legal 500, Latin Lawyer 250 (LL250), LACCA Approved, Leaders League, IFLR1000, Who’s Who Legal, Análise Advocacia 500, Análise Advocacia, and Mulher. Read more.