Sport & Trademarks – Trademark protection for athletes and stars: which trademarks can be protected and how can they be monetised?

What can be protected?

In principle, various signs can be protected as trademarks, provided they are distinctive and not purely descriptive. For athletes, the following types of trademarks are particularly relevant:

• Word mark – e.g. the name or nickname
• Figurative mark – e.g. a logo, stylised portrait or signature
• Position mark – e.g. a specific movement or pose
• Sound mark – e.g. characteristic calls or sounds
• Motion mark – e.g. gestures or goal celebrations, as long as they are clearly identifiable and recognisable, like those of Cristiano Ronaldo, Usain Bolt or Kylian Mbappé

Prominent examples from the world of sport

Many international top athletes have strategically built and registered their trademark rights:

• Cristiano Ronaldo: The trademark "CR7" is protected worldwide as a word mark for fashion, perfumes and sporting goods. He also attempted to trademark his famous "Siiiuu" celebration, an example of a position or motion mark.
• Lionel Messi: His name "MESSI" is registered as an EU trademark, despite a years-long legal dispute with the sports brand "Massi". This was a landmark case on the issue of likelihood of confusion.
• Usain Bolt: The "Lightning Bolt" celebration – his iconic victory pose – has been registered as a figurative mark in numerous countries. This grants Bolt exclusive rights to his silhouette in that characteristic pose.
• Roger Federer: The case surrounding the "RF" logo shows how important it is to control trademark rights from the outset. Following a trademark dispute with Nike, Federer was only able to buy back the rights to his famous logo at a later stage.
• David & Victoria Beckham: The entire "Beckham" brand has been strategically developed. It is protected, among other things, for fashion, perfume, advertising and licensed products.

Monetisation and exploitation

Registered trademarks allow athletes to strategically commercialise their identity, whether through their own products, licensing deals or advertising partnerships. Here are some common models:

• Collaborations & sponsorships: Endorsement deals with companies that rely on testimonials and the image of athletes, which is protected through registered trademarks.
• Own brand worlds: Many stars launch their own fashion lines or lifestyle brands (e.g. "CR7" or Rihanna’s "FENTY").
• Licensing: Trademark rights can be licensed to third parties for a fee – for example, for clothing lines, games or merchandising.
• Social media: One of the most important sources of income for athletes is brand promotion via Instagram, TikTok and similar platforms, often featuring products from sponsors under their personal brand.
• NFTs and the Metaverse: Trademarks can also play a role in digital environments – for example, in avatars, digital collectibles or brand placements in games.

Conclusion

The strategic development and protection of trademark rights is essential for athletes and celebrities – not only to guard against copycats, but also to lay the groundwork for long-term commercial exploitation, especially after their active careers come to an end. A well-crafted trademark strategy can preserve fame and secure financial stability beyond the playing field, unlocking both creative and lucrative opportunities in the digital and real worlds.

authors: Bernhard Schmidt, Gudrun Irsa-Klingspiegl