The Big Business Game Rules: How Innovation and Intellectual Property Drive Success in Sports

The sports technology industry is poised to reach an astonishing worth of $40.2 billion by 2026, driven by innovation and investment in intellectual property (IP). Cycling brands, for instance, take proactive measures to safeguard their IP rights by warning consumers about the risks of counterfeits and providing guidance on how to identify them.

The Tour de France is a prime example of the significance of IP in sports. As one of the most valuable brands in the world, owned by Amaury Sport Organisation (ASO), it has secured EUTM registrations for LE TOUR DE FRANCE and TOUR DE FRANCE, as well as key brand assets such as MAILLOT JAUNE.

In a recent EU Court of Justice judgment, the court ruled that the 'visibility' requirement for component parts of complex products must be assessed in light of the 'normal use' of that product. This decision highlights the importance of design rights in protecting new designs of bike parts, helmets, and other equipment.

Recent innovations in professional cycling have led to significant advancements in technology, such as wireless connections between gear shifters and derailleurs, and tubeless tires. These inventions are likely to be patentable, but design rights also play a crucial role in safeguarding IP.

The power of IP is evident in the Tour de France, which attracts millions of fans worldwide. Effective merchandising and co-branding have become increasingly important for sports teams and organizations to raise their profile and revenues. This underscores the criticality of having registered trademarks and other IP rights.

Securing IP protection is a fundamental aspect of sporting success, both on the field and in the marketplace. The growth of the sports industry is driven by innovation, investment, and commercial partnerships, all of which rely on intellectual property.

In 2021, the global sports industry generated $355 billion in revenues, with predictions suggesting that figure will reach $700 billion by 2026. As sport continues to evolve, it is clear that big business and IP are inseparable entities driving success in this multi-billion-dollar industry.

Big business game rules