How athletes use IP to build their individual brands

1st Aug 2024

Sports and branding seem to go hand-in-hand with each other.

Surprisingly, the first sports personality to register their signature was tennis legend Fred Perry, as recently as 1965.

Since then, numerous sportspeople have registered trade marks to make an impact outside the sporting arena. With the ongoing Paris Olympics, and the recent men’s Euros 2024, we take a look at how some of the most impressive athletes have used the power of trade marks to leverage their status.

Allyson Felix - The Sprint Queen

Allyson Felix, the American track and field athlete, is one of the most decorated Olympians in history. With multiple Olympic gold medals and world championships to her name, Felix has solidified her status as one of the greatest sprinters of all time.

Felix had won six Olympic Gold Medals when her sponsorship contract with Nike was up for renegotiation. They offered her a 70% pay cut in her new contract after she became pregnant. She decided against renewing her contract with Nike and, subsequently, played a pivotal role in championing equal pay and maternity protection for female athletes.

Felix went on to found SAYSH, a female performance footwear brand. The word and logo elements of the brand are protected as registered trade marks – including, SAYSH BY ALLYSON FELIX – in various territories, including Australia, Canada, European Union (EU), China, Mexico, US and UK.

Usain Bolt - The Lightning Bolt

As the holder of world records in the 100 meters, 200 meters, and 4 × 100 metre relay, as well as an eight-time Olympic Gold Medallist, Bolt's track dominance solidifies his status as a sporting legend. Yet, it is not just his athletic prowess that sets him apart. Bolt's magnetic personality and exuberant celebrations have forged a distinctive brand.

Dubbed "The Lightning Bolt," Usain has turned his iconic victory pose, a lightning bolt gesture, into a global phenomenon.

This, in part, has been made possible by his extensive trade mark portfolio which includes registrations for his name and the famous lightning bolt pose across multiple jurisdictions, such as the United Kingdom, United States, EU and Jamaica.

These trade marks cover various goods, including, sunglasses (Class 9), bags (Class 18), clothing (Class 25), and toys and sports equipment (Class 28). This legal protection safeguards Bolt’s unique gesture against unauthorised use and enables him to capitalise on its commercial potential through merchandise, endorsements, and promotional ventures.

Kylian Mbappé.

With the Olympics being held in France in July, one of the most decorated French footballers fans hope to see is Kylian Mbappe. As captain of the French

national team, the footballer owns various marks for his distinctive crossed-arms goal celebration as well as his name and logos.

Mbappe’s expansive trade mark portfolio includes registrations for ‘Zebra Valley’ and ‘ZB’ word marks in the EU, UK, and France, covering Classes 9, 38 and 41. These are all related to recordings, videography, media programmes and entertainment services in film and TV. Zebra Valley is the footballer’s production company which recently announced a multi-year content creation partnership with the US National Basketball Association (NBA) to engage fans around the world.

Although he is one of the youngest football icons, Mbappe has harnessed the benefits of trade marks to jumpstart his business ventures outside of the sport into media production.

George Foreman

Foreman is a former heavyweight boxing champion who won Gold in the Mexico City 1968 Olympics and known for his iconic matches against legends like Muhammad Ali.

After his retirement, Foreman used his iconic status and household name to sell grills bearing his name (manufactured by Salton, Inc., now, Spectrum Brands), earning him multimillions outside the ring.

GEORGE FOREMAN GRILLS is registered as a trade mark in over 20 territories, providing protection for various goods and services, including, electric kitchen cooking appliances, barbecues, cookware and grills. The partnership has earned the boxer over $200 million in revenue, far exceeding his income as a boxer.

Sir Mo Farah

At the London 2012 and Rio 2016 Olympic Games Sir Mo won the ‘double-double’ in the 5,000 and 10,000-metre race competitions for Great Britain. Widely regarded as one of the greatest distance runners in history, Farah was knighted in 2017 for this athletic achievements, philanthropy and charitable work.

Farah's "Mobot" celebration has become iconic in the world of athletics. Inspired by his distinctive victory pose—where he forms an "M" shape with his arms above his head—the Mobot has become synonymous with Farah's triumphs on the track, serving as a symbol of joy in the moment of victory.

Sir Mo owns trade mark for his name, MOBOT and the MOBOT silhouette . The goods and services covered relate to books and stationery, computer software, clothing, sportswear, gym gear and games.

Ella Toone

Celebrated Lioness, Team GB and Manchester United’s attacking midfielder has registered her name as a trade mark. Toone has also registered her ‘ET7’ clothing and accessories brand. Both UK registrations cover multiple classes, including, jewellery (Class 14), publications (Class 16), bags (Class 18), clothing (Class 25), football equipment and training gear (Class 28) and football academy services (Class 41).

Toone’s popularity is evident off the pitch; since late 2022 she has built her brand via her YouTube and Instagram platforms, amassing over 4 million views and almost 750,000 followers, respectively. In her YouTube video announcing her brand launch outside Old Trafford, the Lioness revealed that the Ella Toone Academy would also be set up. Further, the football Academy will have a merchandise range.

This move is in response England and Manchester United goalkeeper Mary Earps England shirts selling out five minutes after going on sale following what kit manufacturer, Nike, described as an ‘unprecedented demand’ in December 2023. This shows the importance of having a brand protection strategy to create value for sportspeople, clubs and associated brands.

Conclusion

During this summer of sport we see will some established names and spot some rising stars. We look forward to seeing which new applications will be filed after these events are over, from those who will have made their mark on the various sporting arenas.