April 26 is observed annually as “World Intellectual Property Day.”This commemorative day aims to raise awareness of the vital role that intellectual property (IP)—including patents, trademarks, design rights, and copyrights—plays in our daily lives and the development of society. The theme for 2026 is “IP and Sports.” In this article, I will explain the background of this commemorative day and the mechanisms of intellectual property rights that strongly support the sports business from the perspective of a patent attorney.
Key Points of This Article
APRIL 26 | WORLD IP DAY 2026
IP and Sports
The sports industry is evolving into a massive business market supported not only by passion and hard work, but also by sophisticated intellectual property strategies.
Table of Contents
"World Intellectual Property Day" was established in 2000 by the World Intellectual Property Organization (WIPO), a specialized agency of the United Nations. It commemorates the entry into force of the treaty establishing WIPO on April 26, 1970.
The purpose of this commemorative day is to reaffirm the value of “intellectual property”—an intangible asset—and to convey the message worldwide that its proper protection and utilization lead to innovation and prosperity in society. Each year, a different theme reflecting global business trends is set, and awareness campaigns are held around the world.
The selection of “IP and Sports” as the theme for 2026 strongly underscores how modern sports have transcended the realm of mere “competition” and transformed into a global business.
All Revenue Streams in the Sports Business Are Intellectual Property-Based
Furthermore, technological advancements—specifically the rise of "Sports Tech"—are dramatically increasing the importance of intellectual property.Cutting-edge IT technologies are being introduced one after another, including training equipment designed to maximize athlete performance, AI-powered form analysis systems, and VAR (Video Assistant Referee) systems that enable millimeter-precise judgments. These innovative technologies are strongly protected by "patents," providing significant first-mover advantages to the companies that develop them.
From a patent attorney’s perspective, I will explain the intellectual property rights actually utilized in the sports business, organized into four pillars. These are important rights that apply not only to the sports industry but also directly to other industries.
IP RIGHT 01
Trademark Rights
A shield of brand value protecting event names, team names, emblems, logos, mascots, and athlete names
IP RIGHT 02
Patent Rights
Exclusive rights to technological innovations such as thick-soled carbon shoes, sensor technology, and AI analysis
IP RIGHT 03
Design Rights
Protecting the uniqueness of designs such as sneaker shapes, uniform color schemes, and app UI/UX
IP RIGHT 04
Copyright and Publicity Rights
Protecting the content value of match footage, highlights, cheering songs, and player likenesses
In the sports business, "trademark rights" are the most familiar and generate immense economic value.
By registering these as trademarks, you can legally prevent others from using the same names or logos without permission. Without trademark rights, it is impossible to effectively stop malicious vendors from mass-producing and selling low-quality counterfeits (pirated goods). If the brand’s credibility is damaged, sponsors will withdraw, and the very survival of the team will be threatened.Trademark rights are the strongest shield for capturing fan enthusiasm as “brand value” and monetizing it. For more details, please visit our trademark registration service page.
The fundamental principles of sports—“faster, higher, stronger”—are inextricably linked to technological innovation in equipment. “Patent rights” protect this innovation and enable the recovery of massive investments in research and development.
The sole structure that generates the propulsive force in "thick-soled carbon shoes"—which dramatically reduced track and field times—the materials used in competitive swimwear that minimize water resistance to the absolute limit, and road bike frames designed with precise calculations of air resistance are all covered by patent applications. Furthermore, sensor technologies for wearable devices and data analysis algorithms in the sports tech sector are also eligible for patents.By securing exclusive rights to groundbreaking technologies through patents, companies can build an overwhelming competitive advantage. For more details, please refer to our patent application services.
In addition to functionality, “aesthetic appeal” and “design uniqueness” also significantly influence sales of sporting goods. “Design rights” protect the design of an item, including its shape, patterns, and colors.
Stylish sneaker shapes and uniforms with innovative color schemes are eligible for design registration. With the rise of “athleisure”—the trend of wearing sportswear as everyday clothing—the importance of design rights in the apparel market has never been greater. Furthermore, in recent years, outstanding screen designs (UI/UX) for fitness apps and similar products can now be protected as “graphic designs,” and their application in the digital realm is expanding. For more details, please refer to our Design Registration Service.
Live broadcast footage of matches, highlight videos, content on official websites, and cheering songs are protected by "copyright."
A Special Right: Publicity Rights: "Publicity rights" are an extremely important right unique to the sports business. This is the exclusive right to control the "power to attract customers (economic value)" inherent in the name and likeness (such as photographs) of famous athletes. If a company uses a player’s photo without permission in advertisements for its products or social media campaigns, this constitutes an infringement of rights and may result in substantial damages.
Behind the glamour of the sports business lie serious risks related to intellectual property. Neglecting intellectual property strategy can result in fatal damage to a company.
RISK 01
Ambush Marketing
Acts by non-official sponsors that mislead consumers through free-riding tactics. Organizers strictly prohibit such behavior under trademark law and the Unfair Competition Prevention Act.
RISK 02
Unauthorized Trademark Applications
Malicious third parties in foreign markets may preemptively register trademarks, causing overseas expansion plans to stall. Intellectual property rights follow the principle of territoriality.
RISK 03
Counterfeit and Pirated Goods
Counterfeit goods flow in from overseas via e-commerce sites and flea market apps. Trademark and design rights are essential for customs seizures and product removal.
"Ambush marketing" is a frequent issue at mega-events such as the Olympics and the World Cup. This refers to the practice where companies that are not official sponsors use clever advertising to mislead consumers into believing they are official sponsors, thereby capitalizing on the event’s drawing power.
For example, this includes cases where companies combine phrases like “Let’s support this once-in-four-years festival!” or “Go Japan!” with images evoking sports, without using the event’s official logo. Event organizers establish strict guidelines to protect the rights of official sponsors who pay substantial sponsorship fees, and they rigorously monitor and eliminate such free-riding activities based on trademark rights and the Unfair Competition Prevention Act.
When Japanese sports brands and tech companies aim to expand overseas, their greatest fear is “trademark squatting” by malicious third parties in the local market.
The Barrier of Territoriality: Intellectual property rights generally follow the principle of “territoriality,” meaning rights must be obtained separately in each country. Consequently, even if a brand is well-known in Japan, if a third party registers the same trademark first in the target country, the company will be unable to use its original brand. Incidents frequently occur where companies are sued for trademark infringement in the local market or are demanded to purchase the trademark for exorbitant sums.
An effective countermeasure is to file a single application through the Madrid Protocol for international trademark registration.
Uniforms of popular teams and sports gear from famous brands are constant targets for counterfeits. With the proliferation of e-commerce sites and flea market apps, counterfeit goods now flow easily into the country from overseas. Without properly securing trademark and design rights, companies cannot swiftly request customs to halt imports or ask e-commerce platforms to remove listings, leading to continued damage to the brand’s value. Please also see our support for Amazon intellectual property infringement cases.
The most important tactic to learn from the 2026 theme, “IP and Sports,” is the “IP Mix” strategy. This strategy is applicable not only to the sports industry but also to all sectors, including IT, manufacturing, and services.
Example of an IP Mix for a New Smartwatch-Type Fitness Tracker
PATENT
Heart rate sensor technology → Protected
by patent rights
DESIGN
Streamlined form and UI → Protected
by design rights
TRADEMARK
Product Names and Logos → Protected
by Trademark Rights
The practice of combining multiple intellectual property rights to provide comprehensive protection for a single product or service is called an “IP mix.” Even if a patent expires and the technology becomes commonplace, competitors will find it difficult to catch up if you have a unique design protected by design rights and a strong brand protected by trademark rights. This is the most powerful defense strategy for maintaining long-term competitive advantage and continuing to attract customers.
The fundamental principle of protecting your company’s technology with patents and your brand with trademarks is an absolute prerequisite for success in any business. The strongest partner to guide this IP strategy to success and accelerate your business is a “patent attorney”—a nationally certified IP expert.
MERIT 01
Strategic Intellectual Property Acquisition Aligned with Business Operations
We conduct in-depth consultations on your business plan and target audience. By strategically distinguishing between technologies that should be patented and know-how that should be kept confidential, we build a rights portfolio that competitors will find difficult to circumvent.
MERIT 02
Risk Prevention Through FTO Searches
We conduct thorough prior art and trademark searches using a dedicated database prior to product release. This allows you to proactively avoid risks such as cease-and-desist letters, product recalls, and damages claims, enabling you to expand your business with confidence.
MERIT 03
Securing Global Intellectual Property
A robust network of local agents in each country. We provide smooth and cost-effective support for international applications under the PCT, Madrid Protocol, and Hague System.
Companies considering overseas expansion should also visit our pages on international applications and global intellectual property systems. Industry-specific support for startups, manufacturers, and IT companies is summarized on our Industry-Specific Support page.
World Intellectual Property Day on April 26 and the 2026 theme, “IP and Sport,” remind us that behind the excitement and emotion lie numerous innovations and the clear rules of “intellectual property rights” that protect and nurture them.
Securing intellectual property is by no means a wasted “cost.” It is a crucial “investment” that visualizes your company’s strengths, helps you break free from unnecessary price competition, enhances your corporate value in the eyes of investors and financial institutions, and ultimately maximizes your ability to attract customers. While boosting brand awareness through SEO strategies and social media marketing is extremely important, if your brand name isn’t trademarked in the first place and is stolen by another company, all your efforts to attract customers will go down the drain.
WORLD IP DAY 2026
“I’ve come up with a groundbreaking idea or IT service, but I’m not sure if it’s patentable.” “I want to trademark the name of my new
brand, store, or app to attract customers safely.” “I’m struggling
because competitors are copying my product designs.”
“I’d like to consult on an IP strategy for expanding into overseas markets.”
If you have any of these concerns, please consult with a patent attorney at our firm before it’s too late. We will help you transform the valuable ideas and brands born from your passion into the weapon of “strong intellectual property rights,” supporting you every step of the way to achieve further business growth and increased customer acquisition. We offer free initial consultations both online and in person.
*This article is intended to provide general information and is based on official information from the World Intellectual Property Organization (WIPO), materials from the Japan Patent Office, and campaign materials for the 2026 “World IP Day.” We recommend consulting with a patent attorney or other expert for specific advice regarding individual cases.