Intellectual Property Shapes the Commercial Landscape of Modern Football Globally and in Zimbabwe

Most football matches conclude within ninety minutes on the pitch, but the true commercial value of the sport is determined long before kickoff and extends well beyond the final whistle. Behind every iconic club badge, every sold-out jersey, every streamed match, and every football video game lies a sophisticated system of intellectual property (IP) rights.

Modern football has evolved into an intellectual property ecosystem. Fans engaging with clubs such as Manchester United, Real Madrid, FC Barcelona, and Liverpool FC are interacting with global brands protected by trademarks, copyrights, and licensing agreements. These protections secure the commercial identities of clubs and players alike.

This phenomenon is increasingly evident in Zimbabwean football. Clubs including Caps United FC, Dynamos FC, Highlanders FC, and Scotland FC are cultivating brand identities through sponsorships, merchandise, media exposure, and fan engagement. However, the extent of formal IP protection varies significantly among these clubs, exposing a gap between brand popularity and structured legal safeguards.

In more commercially developed football markets, logos, jerseys, stadium identities, slogans, digital content, and merchandise are carefully protected assets. Without robust intellectual property frameworks, much of modern football’s commercial power would be undermined.

A pivotal IP debate in football emerged around the EA Sports football video game franchise. Superstar Zlatan Ibrahimović publicly challenged the use of his image, name, and likeness in the game, igniting a global discussion on player image rights. Gareth Bale raised similar concerns. EA Sports maintained that it secured rights through official partnerships and FIFPro agreements, but the controversy underscored a broader reality: in modern football, players themselves constitute valuable intellectual property.

Image rights now extend beyond a player’s physical appearance to encompass names, nicknames, gestures, celebrations, voice, and branding identity. Many of these elements are protected under trademark law as commercial assets. For instance, Chelsea and England midfielder Cole Palmer has reportedly sought trademark protection for his “Cold Palmer” celebration, transforming a viral on-field gesture into a marketable brand. Gareth Bale trademarked a heart-shaped celebration logo linked to his number 11 shirt, while Robert Lewandowski has protected “RL9” as a commercial identity across merchandise. Neymar Jr. and Erling Haaland have similarly secured protection for aspects of their names and distinctive goal celebrations.

These examples illustrate that image rights in sport are no longer incidental but form part of strategically managed intellectual property portfolios. Even simple celebrations can evolve into legally protected commercial brands.

Broadcasting rights further exemplify football’s vast intellectual property economy. Competitions such as the FIFA World Cup, UEFA Champions League, and English Premier League generate billions through media rights. These rights govern who may broadcast matches, where they can be streamed, and how content is distributed globally.

Illegal streaming and football piracy remain significant threats, directly undermining this intellectual property system.

Top players like Cristiano Ronaldo, Lionel Messi, and Kylian Mbappé generate substantial income through endorsements, trademarks, image licensing, and social media influence. Ronaldo has built a global brand around his “CR7” trademark, while Mbappé has protected elements of his crossed-arms celebration and associated branding.

Modern footballers are no longer solely athletes; they are commercial entities with carefully managed and monetized identities across global markets.

Zimbabwe’s football landscape offers a contrasting perspective, highlighting uneven development of intellectual property frameworks. Highlanders FC stands out as one of the few Zimbabwean clubs with a documented approach to IP protection. The club has registered multiple trademarks, including its name, logo, and associated branding elements such as Bosso, BossoLona, and Amahlolanyama. This reflects a deliberate effort to safeguard its identity as a commercial asset.

Dynamos FC also holds recognized trademark protection for its name and branding. However, much of the public discourse around its intellectual property has centered on legal and financial disputes rather than on expanding its commercial brand portfolio.

As Zimbabwean football clubs continue to grow their brand identities, the formalization of intellectual property rights will be crucial to unlocking greater commercial potential and protecting their assets in an increasingly globalized football economy.