Brand Protection, Sponsorships & Endorsements

Many of the world’s most recognized companies credit their commercial success to the strength of their brands. Whether you’re a global conglomerate or a new venture—from prosecution to enforcement, strategy to litigation — we have you covered.

Our lawyers guide clients in determining whether trademarks are available and protectable and in how broadly they can be enforced; we audit, establish and manage U.S. and international trademark portfolios; and we perform due diligence for complex merger and acquisition deals with key IP components.

We provide global portfolio management and strategic counsel to assist clients in effectively exploiting their trademarks through licensing and merchandising agreements, sponsorships and brand integration deals. We also work diligently to police our clients’ marks, advise on risk of infringement, and assert and defend infringement and unfair competition claims in federal and state courts and in administrative proceedings before the U.S. Trademark Trial and Appeal Board.

Our team advises global brands, public figures and other rights holders on protecting and enforcing IP rights against counterfeiting and gray market activity. We develop and execute targeted strategies that include online marketplace takedowns, investigations, civil litigation, and coordination with law enforcement, customs authorities and other governmental and regulatory agencies.

We work across industries to identify and disrupt counterfeit operations, monitor online and offline infringement, and preserve brand integrity in both domestic and international markets. From consumer goods and luxury products to celebrity merchandise and digital content, we help clients safeguard the commercial value of their IP assets.

As technology continues to transform the way content is distributed and consumed, copyright law has become increasingly complex. Our lawyers are at the forefront of these issues, counseling clients on a full spectrum of copyright matters, from the development of copyright identification and registration programs to high-profile copyright infringement disputes.

Our team handles complex due diligence inquiries and advises on the sale and acquisition of copyrights and property libraries. We investigate chain of title issues and negotiate copyright transfers, licenses and agreements for the distribution and exploitation of copyrighted works.

While we assist clients in all sectors, our deep experience in media, entertainment and technology is the cornerstone of our practice. From blockbuster film and television productions to hit music catalogs, books and software, our lawyers have protected the copyrights of many of the most celebrated works in the creative community.

There is no team more experienced than Loeb in sponsorships and brand integrations—our lawyers work at the highest level with U.S. and international brands, leading advertising agencies and talent to structure and negotiate a wide range of commercial partnerships. We advise on high-profile sponsorship and naming rights deals, product placement agreements, co-branded collaborations between brands and talent/property holders, and integrated multichannel marketing programs tied to global sporting events such as the Super Bowl, the World Cup and the Olympics, as well as major awards shows and societal events. We bring deep experience across branded content, live events, major sporting events, music festivals, entertainment properties and innovative promotional platforms.

Our team has negotiated multifaceted brand integration and sponsorship deals with countless sports teams and leagues, tours, awards shows and a broad range of entertainment content companies.

We also advise on endorsement and influencer agreements for celebrities, athletes, creators and other high-profile talent. Our team provides full-service counsel to both established and emerging talent—helping structure opportunities that grow personal brand assets, expand commercial ventures and create long-term value across IP, media and business platforms.

Whether you’re a household name in sports or entertainment or an up-and-coming social media influencer, your unique personal brand can be your most valuable business asset.

We work with a wide range of prominent individuals—as well as numerous celebrity estates—to provide strategic counsel on the development, commercialization and protection of every aspect of their personal brands, including name, voice, image, likeness, signature and identity.

Our lawyers offer 360-degree representation for talent, creators and influencers alike, helping license and monetize their personality assets through entertainment and merchandising projects; sponsorship, endorsement and influencer partnerships; and strategic business ventures and other brand-building initiatives. We also assist clients in enforcing and protecting their rights of publicity against unauthorized use.

Loeb lawyers help organizations and individuals manage, protect and enforce their IP rights in the digital environment, while maximizing the value of their digital assets.

We craft strategies for digital content development, distribution and control, helping clients manage their social media programs and digital brand identities. In collaboration with our Emerging Technologies team, we have particular experience in navigating the complex legal challenges posed by artificial intelligence (AI), including ethical use, data privacy and the protection of personal rights.

We also work with clients to draft and negotiate IP licensing agreements and to develop comprehensive branding guidelines, internal corporate policies and customer-facing terms and conditions that govern the use of third-party IP—including user-generated content, personal data and AI-generated works—to ensure compliance with copyright, trademark and trade secret laws. A key strength of our practice is our close coordination with our Privacy, Security & Data Innovations team to counsel clients in parallel on cutting-edge privacy issues and the security of their data assets.