Tech & Sourcing @ Morgan Lewis

While morals clauses have long been common in athlete endorsement agreements, their importance to sponsorship agreements between teams and sponsors is mounting as brands seek greater protection against reputational harm tied to their association with a team. In the team sponsorship context, however, the analysis will differ.

World Intellectual Property Day on April 26, 2026 provides a timely lens through which to examine the increasingly complex role that intellectual property (IP) and commercial rights play across the sports industry. Far beyond traditional questions of trademark, copyright, patent, and design protection, the modern sports ecosystem is shaped by layered rights and contractual structures governing athlete branding, sponsorships, media distribution, data, venue technology, and emerging artificial intelligence (AI)-driven uses.

The White House’s April 3, 2026 executive order, Urgent National Action to Save College Sports, signals a sharp expansion of federal involvement in college sports by moving beyond broad policy statements and toward an enforcement-focused framework tied to federal funding.