Artificial Intelligence and Trademark Challenges in the Sport Industry
DOI:
https://doi.org/10.18060/29402Keywords:
trademark law, artificial intelligence, brand managementAbstract
This study explores the intersection of artificial intelligence (AI) and trademark law, focusing on the legal implications of AI-driven brand management in the sport industry. As AI technologies increasingly shape marketing strategies, particularly through fan engagement and content creation, they present new legal challenges, especially concerning trademark infringement, false endorsement, and the protection of athletes’ name, image, and likeness (NIL) rights. The study analyzes key legal issues arising from AI’s role as both a tool and a potential legal actor in brand management.
Through advanced case law analysis, this study explored how trademark law is adapting to rapid technological changes. By examining key court cases, the research aimed to uncover how courts have navigated the challenges posed by AI in trademark disputes. The findings highlight the need for sport organizations to adopt proactive legal safeguards in their digital partnerships, ensuring that AI tools and platforms adhere to clear legal frameworks for brand protection. The study provides insights into how sport organizations can navigate the emerging legal landscape to protect their brands and athletes’ identities in an increasingly AI- driven marketplace.
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