For World IP Day 2026, we connected with members of our Trademarks team for a short interview, reflecting on this year’s theme from the World Intellectual Property Organization – IP and Sports: Ready, Set, Innovate.
William Audet, Jamie-Lynn Kraft and François Larose shared their thoughts on the role intellectual property, and more specifically, trademarks and copyright issues, plays in the sports industry.
Interview has been lightly edited for style and clarity.
What role does intellectual property play in the sports industry?
François: As with any other industry, businesses need brands to distinguish themselves. The difference is that sporting brands, namely teams, have a higher emotional value—not too many people get excited for toothpaste, but people get very passionate about their favourite sports team. Sometimes, fans in businesses get carried away and use certain brand elements, whether for fun or to support their favourite team to promote the business, which
