What role does IP play in modern-day sports? Ahead of World Intellectual Property Day 2026, Susan Abramovitch, a Gowling WLG partner and leader of the firm’s Entertainment & Sports Law Group, shared her insights with the Canadian Intellectual Property Office as part of its Canadian IP Voices series.

She highlighted the critical role intellectual property plays in shaping the modern sports industry, and how athletes can take a proactive approach to their IP to support long-term success off the field, particularly in an increasingly complex commercial landscape involving sponsors, leagues and other stakeholders.

“IP is foundational to an athlete's brand,” said Susan. “It can be easy for athletes to focus on sponsors, but athletes are their own brands. Taking a thoughtful approach early in a career can help build identity, align with sponsorship opportunities and create long-term value.”

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About Gowling WLG’s Entertainment & Sports Law Group

Gowling WLG's Entertainment and Sports Law Group advises creators, producers, labels, publishers, financiers, distributors, athletes, teams, leagues and other industry stakeholders on some of the most high-profile and complex matters in the field. With a team that includes leading practitioners across music, film, television, sports, book publishing, AI, video games and immersive technologies, the group provides comprehensive legal support that balances business realities with strategic guidance. Learn more about Gowling WLG's Entertainment and Sports Law Group.