Game to Fame: Leveraging IP for Economic Empowerment of Athletes and Elevating Sports Branding in India

Abstract

The sports industry today is a rapidly expanding global sector that integrates gaming, entertainment, commerce and cultural influence, creating relevance to every society. Over the past years, sports branding has been seen as an essential element in most parts of the world. It can be seen as a powerful tool to enhance the global rights of sports personalities. Globally, these personalities are seen as dynamic brands with notable commercial value, they are supported and controlled by strong IPR and well-designed branding strategies but, the idea of sports and athlete branding is still an evolving concept in India, and there are several gaps in the IPR framework that prevent this potential from being fully realized. Lack of awareness among sports personalities regarding their personality rights that safeguard their image, likeness, and publicity, weak enforcement mechanisms against counterfeiting and unauthorized use and broadcasting rights that regulate the commercial use of sports content are some of the gaps resulting in missed opportunities and reduced brand equity for Indian sports entities. By addressing these gaps, India can take advantage of these important opportunities. Strengthening the IPR framework would help Indian sports personalities protect their rights and personalities in such a way that they can capitalize on their personal brands, which would help them to draw in international sponsorships and obtain the funding they require to succeed. Strong IPR would ensure that its sports personalities and sports brands are not only protected but also celebrated on the world stage. It is outlined how the reforms in the IPR framework can accelerate the growth of sports personalities and the sports industries and how it positions India as a global leader.