To mark World Intellectual Property Day on 26 April, the European Union Intellectual Property Office (EUIPO) highlighted the role of intellectual property (IP) in shaping sport in Europe. Recognisable symbols such as Liverpool F.C.’s anthem “You’ll Never Walk Alone” and the Tour de France logo are examples of how identity in sport can be protected through trademarks. IP rights help safeguard creativity and commercial value across the sector. As EUIPO Executive Director noted; “Sport is driven by talent, effort, creativity and identity. Intellectual property helps protect all of these: from the signs and designs that fans recognise instantly to the official content and products that sustain the sports ecosystem”.  

At the same time, the EUIPO draws attention to growing threats such as piracy and counterfeiting, which significantly impact the sports economy. Illegal streaming alone is estimated to cost rightsholders in Europe around €851 million annually, with around 21% of young people having admitted to accessing pirated sports content, weakening financial solidarity mechanisms between elite and grassroots levels. Commissioner Glenn Micallef has echoed continuous calls from sport rightsholders warning that such practices undermine the talent, innovation and investment behind sports broadcasting and fan experiences, urging Europeans to turn to legal content. Counterfeit sporting goods also remain a serious concern, not only economically but in terms of safety, as they bypass EU standards. Enforcement actions such as Operation Fake Star have led to the seizure of more than 8 million counterfeit items, including sportswear and equipment, and resulted in 264 arrests. These developments and findings underline the persistent calls from sport stakeholders to protect intellectual property for a fair, safe and sustainable sports sector as well as expectations for the European Commission’s upcoming Communication on the European Sport Model to address these issues.