The aim of these articles is to keep our Clients and Associates updated about developments in the sector of Intellectual Property in general and our firm in particular. In this way, we wish to provide a broader view of the tools that the field of trade marks, domain names, patents, designs and related rights offers to entrepreneurs to enhance and protect their efforts in researching and developing new solutions and ideas.
The Winning Power of Intellectual Property in Tennis
Our Manuela Bruscolini has recently moderated a table topic on the relationship between IP and tennis called GAME - SET - MATCH - The Winning Power of Intellectual Property in Tennis on the occasion of the INTA annual conference held in Atlanta from 18 May 2024 to 22 May 2024.
It has been a very interesting discussion in which the participants shared their views and experience on how IP protection can be a major key to success in tennis business, making a roundup of the most famous IP examples in tennis, from Wimbledon’s purple green signature colours
to famous tennis star Serena Williams' dozen of trademarks worldwide for her name or various logos like
just to name a few.
Why tennis? And why are we at INTERPATENT so interested in this subject? Why here? Why now?
With the choice of Turin, our hometown, as current official host city of the ATP finals we can pay closer attention to this field full of interesting branding and innovation protection opportunities and advise our clients active in the field to take appropriate steps to benefit from the IP opportunities that this sport gives them.
After the great success of Jannik Sinner and his very recent ascent to the top of men’s tennis, the first Italian ever to become the TOP 1 player, tennis has become Italians’ favourite sport, even in this period so dense of sporting events in Europe like the UEFA European Football Championship in Germany or the upcoming 2024 Summer Olympics in Paris.
After the French Open Roland Garros and the great success of our Jannik Sinner at the ATP Halle Open, now all eyes of tennis lovers are on Wimbledon, which is around the corner and of course to the US open, too.
Like other sports, tennis industry greatly relies on efficient protection of IP rights.
Have you ever considered how much IP there is in tennis?
From players’ apparel to balls, from rackets to score keeping systems, from line calling technology to broadcasting rights and even tennis players’ names themselves, they all are fertile grounds for patents, trademarks, copyright, designs and other IP related rights.
The world of tennis is a vibrant and captivating world embraced by enthusiasts globally, forming a very intriguing fusion of athleticism, entertainment, business, and culture.
In this dynamic domain, Intellectual Property rights play a pivotal role, weaving through various facets of this sport.
Trademarks and industrial designs establish the unique identity of tennis events, logos, players, and gear, fostering a sense of distinction and appeal.
Patents in tennis fuel innovation in sporting equipment, elevating the game with cutting-edge technologies.
Copyright plays a significant role in generating revenue for broadcasters, facilitating the international broadcast of tennis events to a vast audience.
By safeguarding these Intellectual Property rights, the tennis industry ensures protection against disputes that may arise, thereby nurturing a conducive environment for growth and competition. The tennis world has evolved into a global sporting spectacle, attracting a massive fan base and unlocking immense marketing potential for organizers and athletes alike.
Like with other sports, protection of Intellectual Property rights in tennis has opened doors for franchises to harness the power of branding, merchandising, and licensing, leading to enhanced brand value, increased reputation, and substantial profits.
Considering trademarks in particular, tennis entities, from teams to individual players, have capitalized on trademarks by creating branded logos, slogans, and merchandise, fostering commercial success and fan engagement.
In tennis, trademarks play a crucial role in branding events, teams, players, and merchandise, establishing a strong connection with fans and amplifying brand recognition. The popularity of tennis stars and their unique brand endorsements result in revenue generation and brand loyalty.
Let’s think of the RF logo, registered as a trademark in 2008 by the sportswear giant Nike, to which the former tennis star Roger Federer (called the King) had been linked by a sponsorship contract since 1994, in the most diverse countries of the world, including Italy, the European Union and the United States. The “RF” brand acquired worldwide reputation in a very short time, becoming one of the most recognizable and distinctive signs in the world of tennis and sports in general and reaching a market value of 27 million dollars according to the American magazine Forbes. With the termination of the Nike-Federer sponsorship contract in 2018 and the new contract with the Japanese company Uniqlo, any use of the brand ceased for almost two years (except for footwear worn by Federer in tournaments, for which a separate sponsorship contract continued to be in force) until when, in February 2020, the involved parties managed to find an out-of-court solution – which led to the assignment of the renown brand from Nike to Tenro AG, a Swiss company controlled by Federer.
Individual tennis players, like other sports celebrities, can protect their names and slogans through trademark registration, ensuring control over their personal brand and commercial partnerships.
Just to come to our Italian tennis celebrities, let’s think of the recently retired WTA player Camila Giorgi
and her line of clothing and underwear sold under the trademark protected in Europe and in many countries worldwide in international classes 3, 4, 9, 14, 18, 21, 25, 28 by Giomila Corporation S.r.l., her family fashion house.
Our young Jannik Sinner, too, has proved to be very forward-looking, having registered as trademark both his name JANNIK SINNER and his logo in Italy and worldwide in international classes 9, 18, 25, 28, 35, 41, already back in 2021 when he was still far from being a worldwide known tennis star.
Obtaining an appropriate and timely protection of trademarks is always a winning decision and even more so in the tennis field, but it requires a careful strategy, the need for thorough trademark availability searches and due considerations on distinctiveness and scope of protection, also in consideration of local legislations and practice.
We at INTERPATENT would be happy to assist your clients in finding the best approach to an efficient trademark protection in Italy and in Europe. Tennis lovers, please do not hesitate to contact us!