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IP and sports in a year of global competitions: legal, strategic and commercial considerations for rightsholders and market participants

This article examines the strategic role of intellectual property in the global sports industry during a year marked by the 2026 FIFA World Cup and the 2026 Winter Olympic Games. It analyses key legal and commercial challenges for rightsholders and third-party market participants, covering athlete image rights, artificial intelligence-generated representations, licensing, broadcasting, anti-counterfeiting and ambush marketing. Practical perspectives from industry practitioners featured in a webinar hosted by the IBA Intellectual Property and Entertainment Law Committee on World Intellectual Property Day 2026 are integrated throughout the article.

Released on May 27, 2026

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