AI, IP and emerging litigation risks for sports brands

Sport and entertainment brands are uniquely sensitive to litigation, especially related to reputational issues. Strategies to mitigate these risks – especially risks arising through the use of emergent technologies including generative AI – are therefore of paramount importance to IP and rights holders.

This article examines three key emerging social and technological trends that sports organisation and those working in dispute resolution in sport must adapt to:

• Environmental, social and governance risks (ESG);
• Challenges to the ownership and exploitation of intangible assets as a result of the evolution in technology including generative AI;
• Changes in the content ownership model of intangible assets.