June 15, 2024


The Legal System

The Lifecycle Of An International Athlete – Dealing With Branding And Image Rights


Man holding trademark symbol

Friday, 06 May 2022
By Gavin Stenton

This blog in our series for international athletes explains the key legal points on image rights and trade marks to consider when coming to compete in the UK.

For athletes and sports personalities, in their capacity as ‘brand owners’, registering their personal brands is an important investment that generates significant practical, commercial and legal benefits, and enables them to prevent unauthorised usage and take full advantage of any licensing and/or other commercial opportunities.

This blog explores some of the core intellectual property rights that might form part of an athlete’s brand portfolio:

  • How does image right protection in England and Wales compare to other countries?
  • Is there anywhere to register image rights?
  • Are there alternative means of protecting image rights in the UK?
  • Trade mark registration 

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Written by

Gavin Stenton

Gavin Stenton

Partner, Penningtons Manches CooperGavin is a trade mark, designs and brand protection specialist, advising brand owners in a wide range of industry sectors including fashion, retail, sport, drinks, education, publishing, IT, biotech and professional services.

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