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Melanie Howard, chair of Loeb’s Intellectual Property Protection and Luxury Brands practices and co-chair of the Advanced Media and Technology department, is featured in a Managing IP article discussing how the commercialization of college athletics and expansion of NIL opportunities are reshaping the sports intellectual property landscape.
In the article, Melanie noted that universities, athletic conferences, sponsors, media companies and other sports industry stakeholders are increasingly viewing intellectual property protection as a business imperative rather than a routine legal consideration as they seek to maximize the value of sports-related brands and assets. She also pointed to trademark filing activity as evidence of this shift, citing World Intellectual Property Organization data showing that more than 1.25 million sports-related trademarks were registered worldwide between 2016 and 2025.
“Endorsement and sponsorship deals may be what first brings an athlete to IP counsel, but protecting the athlete’s name, brand and persona can create negotiating leverage, unlock new licensing opportunities and build long-term value beyond the athlete’s playing career,” Melanie said.
To read the full article, please visit Managing IP’s website (subscription may be required).
In the article, Melanie noted that universities, athletic conferences, sponsors, media companies and other sports industry stakeholders are increasingly viewing intellectual property protection as a business imperative rather than a routine legal consideration as they seek to maximize the value of sports-related brands and assets. She also pointed to trademark filing activity as evidence of this shift, citing World Intellectual Property Organization data showing that more than 1.25 million sports-related trademarks were registered worldwide between 2016 and 2025.
“Endorsement and sponsorship deals may be what first brings an athlete to IP counsel, but protecting the athlete’s name, brand and persona can create negotiating leverage, unlock new licensing opportunities and build long-term value beyond the athlete’s playing career,” Melanie said.
To read the full article, please visit Managing IP’s website (subscription may be required).
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Chair, Luxury Brands; Co-Chair, Advanced Media and Technology; Chair, Intellectual Property Protection