Start to Finish: Marathon Milestone Highlights IP’s Role in Sport, World IP Review

Partner Dana Gross was quoted by World IP Review in a World IP Day feature exploring how intellectual property (IP) is shaping the modern sports industry and what it may mean for the future.

The article brings together perspectives from global IP practitioners on the expanding role of IP across sport, from technology and media rights to athlete-driven branding. Dana emphasized the shift in how athletes and brands interact, noting that athletes increasingly operate as commercial partners with their own monetizable rights.

“Athletes are now more than competitors. They are brands, with followings, that can be monetized,” Dana said.

He added that these dynamics are creating new tensions as athletes seek greater control in partnerships traditionally dominated by sponsors.

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