What role does IP play in modern-day sports? Ahead of World Intellectual Property Day 2026, Susan Abramovitch, a Gowling WLG partner and leader of the firm's Entertainment & Sports Law Group, shared her insights with the Canadian Intellectual Property Office as part of its Canadian IP Voices series.
She highlighted the critical role intellectual property plays in shaping the modern sports industry, and how athletes can take a proactive approach to their IP to support long-term success off the field, particularly in an increasingly complex commercial landscape involving sponsors, leagues and other stakeholders.
"IP is foundational to an athlete's brand," said Susan. "It can be easy for athletes to focus on sponsors, but athletes are their own brands. Taking a thoughtful approach early in a career can help build identity, align with sponsorship opportunities and create long-term value."
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Canada - IP As A Cornerstone Of Athlete Branding: Susan Abramovitch Discusses The Business Of Sports With The Canadian Intellectual Property Office What role does IP play in modern-day sports? Ahead of World Intellectual Property Day 2026, Susan Abramovitch, a Gowling WLG partner and leader of the firm's Entertainment & Sports Law Group, shared her insights with th… Read the full IIPLA blog post: https://iipla.org/blog/canada-ip-as-a-cornerstone-of-athlete-branding-susan-abramovitch-discusses-the-business-of-sports-with-the-canadian-intellectual-property-office