The Sports industry has always been a prodigious sector
across the world bringing together entertainment, games, culture and pecuniary
business, right from the barbaric era through the glorious days of Caesar to
the twenty first century money making sports industry. Sporting games have
always been encouraged by chieftain, governments, private individuals and
entities interested not only in the games themselves but more in the financial
business quotient that sports entail. Sports which, for a very prolonged
time, was considered an activity which was recreational, has nowadays become a
thorough materialistic activity effectuating elephantine profits.

Earlier the sporting events were based on the competition
between different talents, but now money has procured a gigantic role in all
these events. Corporatization of sports has become gargantuan. Enormous
importance has been gained by different marketing aptitudes like franchising or
brand building of a sport or a player, overtaking other important components of
a game.

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These distinct aptitudes like merchandising, franchising and branding
are the major contributors of revenues etc. which includes exploitation of
different intellectual property rights of sports clubs. With gradual proliferation
in the business angle of sports, dormant Intellectual Property Rights (IPRs)
vesting in almost every facet of the sports industry are being tapped into and

Branding of sporting games and connected events, teams, sports
clubs, celebrity status etc. can all be made feasible through the constructive
assets i.e. IPRs which act as a marketing tool to make all of it possible.

 Marketing dexterities are applied in fabrication, perpetuation,
popularization and sustenance of distinctive marks, logos and personalities,
while copyrights vesting in brand and image inception etc. are protected to
reap benefits on an exclusive basis considering the very nature of competition
in sports.

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