Cover Note:

Name: Robin Vincent

Category: Student

Program: B.A.LL.B (Hons.) 4th year, 8th Semester

University: Central University of South Bihar

Abstract Title: Role of Trademarks in Sports Business and Marketing

 Role of Trademarks in Sports Business and Marketing
Trademarks play a significant role in the sports business and marketing. Brands are critical
for creating business value, and the sports business is no exception. Strong brands command
customer loyalty and premium prices. They are the valuable assets that drive the company
revenue and growth. In the field of sports it is done through sponsorship deals and product
merchandising. And at the heart of branding lie trademarks. The display of trademarks at
sporting events of cricket, football etc. Through various means such as on the sports ground,
t-shirt, cap, football and so on, appeal to the aspiration and emotions of the fans of the
respective sports who are drawn to signs associated with a given club or sport. So
sponsorship of such sporting events can link a company or product to the prestige, youth and
dynamism of that event. They help the company to build a reputation in the market by
instilling consumer confidence and trust in the goods and services it provides. The goodwill
associated with a successful trademark or brand can be a huge commercial asset. And on the
otherhand through sponsorship the sports events also get benefitted by the financial support
by which such events can be organised with all the appropriate facilities. Also Sporting
celebrities also register themselves as trademarks which also further help the companies to
generate huge income and reputation in the market. And most importantly Intellectual
property law enables sports personalities, as well as teams, sports organizations and sports
good manufacturers, to protect themselves against abusive and unauthorized use of their
registered trademarks. So, in the modern arena of booming sporting business IP Law has
great role to play by providing IP protection and management.