IBA Annual Conference Sydney 2017

8 Oct - 13 Oct 2017

Room C3.4, Convention Centre, Level 3

Session information

Branding strategies and use of image licensing/sponsorship in the sports and entertainment industries

Wednesday 11 October (0930 - 1230)

Room C3.4, Convention Centre, Level 3


Intellectual Property and Entertainment Law Committee (Lead)
Asia Pacific Regional Forum


A brand is what business does; reputation is what people remember (Ted Rubin) Is bad company corrupting a good moral clause? Protection and control of names, trademarks and image rights are crucial in the sports and entertainment industries. They have high monetary value and there is also an enormous appeal to the collective imagination. If your clients have an image worth exploiting or an event to sponsor, then don’t miss this interactive session on the protection and exploitation of image rights. Get an insider’s view from industry influencers Nike and Halston on the day-to-day issues they are experiencing, contracting with brand ambassadors or licensing image rights. Hear the challenges facing a national sports governing body with first-hand anecdotes from the Australian Rugby Union, and receive invaluable guidance from legal experts in the field who will discuss several examples from both a legal and economic point of view, branding a sports team, athlete, rock band and actor, and dealing with the related license strategies You may even learn how to keep on the right side of morality with new challenges on moral clauses and interesting case studies from around the globe. This will be a lively session looking at sport, music and all-round entertainment, the people who make it happen and the type of case studies you just couldn’t make up.

Session / Workshop Chair(s)

Eileen O'Gorman Gleeson McGrath Baldwin, Dublin, Ireland; Chair, IP Transactions and Technology Transfer Subcommittee
Yoshifumi Onodera MORI HAMADA & MATSUMOTO, Tokyo, Japan; Publications Coordinator, Intellectual Property and Entertainment Law Committee


Zoe Braithwaite Nike, Hilversum, Netherlands
Chunghwan Choi Lee & Ko, Seoul, South Korea; Bar Representative, IBA Officers
Patrick Eyers Rugby Australia, Sydney, New South Wales, Australia
Ed Heerey KC Nigel Bowen Chambers, Sydney, New South Wales, Australia
Jenny Rim Halston Operating Company, Los Angeles, California, USA