Intellectual property and the Euros - an overview
With my legal background, I often look out for aspects of the game that link to the Law. I have previously written an article regarding the legal elements of transfers, and the way in which Paul Pogba could defend himself with his pending lawsuit regarding doping.
After watching the Euros, I thought I would highlight the importance and the presence of intellectual property throughout the game and why it’s so important for teams, football associations and companies to protect their IP. The following examples will showcase this.
Copyright:
Copyright laws protect many creative works including the songs used within the Euros before every game. It ensures that the artists get the credit they deserve but more importantly get the financial benefits from their works. Copyright also ensures that only authorised broadcasters can televise live matches. This also helps out fans all over the world, ensuring there is always visual quality, maintaining the commercial functionality and professionalism of the tournament’s media.
Patents:
I liken patents to the behind the scenes inventions that have helped advance football. It is not so much at the forefront of the game but it does the work of a Busquets or Carrick, the unsung hero which ensures that we get to enjoy the game that we love. Lets use goal line technology as an example. This technology increases the fairness and respect within the game and has ensured the right result always stands. Patents are put in place to protect the function and performance of these inventions and thus are vital to football.
Designs:
This part of IP is quite clear in its purpose. Every fan loves to brandish their team’s jersey. The trophy itself is designed in a particular way to be unique from any other award. The stadiums took years to be constructed in a way that fits into the surrounding landscape and look fantastic.
Registering a design ensures that nothing can be copied. The match ball, the kits, to ensure again the reputation is upheld for the tournament and that only legitimate manufacturers can make these products. This ensures that the innovators and creatives are paid justly for the work that they have done.
Trademarks:
The name itself, UEFA EURO 2024 is a trademark. Every logo, every club name, is trademarked to ensure that it cannot be used elsewhere. Only legitimate and trademarked services and products can be used in association with the Euros, to ensure transparency and harmony. This promotes financial growth for the brand itself and that there can be no mistake made as to the infallible nature of the Euros brand. The goals of trademark laws are evident here, to ensure its reputation is not undermined by inferior products or services claiming to be linked with the brand. This is made easier if the host country maintains areas exclusively for tournament sponsors to advertise, to prevent ambush marketing and ensure only legitimate brand partnerships are promoted.
To conclude, I have highlighted the 2 key points as to why intellectual property needs to be protected within companies and brands.
- The potential of losing revenue is too large.
- The damage to your brand and reputation is inevitable if the average consumer believes your brand to be the one providing their service, when actually it is a knock off version of the brand doing so. IP disputes may then bring further damage to your reputation and will also be costly.