Athlete IP is The New Advantage – If Teams Get It Right
In today’s game, more and more footballers are becoming powerful personal brands. Navigating intellectual property (IP) and personal brand-building is increasingly crucial for both players and clubs. In this expert piece, Christine Diepstraten breaks down the key dynamics of athlete IP ownership, how the landscape is evolving, and how teams and players can maximise the impact.
1. The Rise of the Athlete as IP Owner
Today’s athletes aren’t just performers on the field – they’re platforms with global reach. Their name, image, and likeness are no longer side notes in contracts. Athlete IP is a core asset for building brand, influence, and long-term value that extends far beyond the game.
Athletes are launching ventures, building media channels, leading brand collaborations, and shaping culture. Their visibility isn’t just a byproduct of performance – it’s a driver of growth that could benefit both the athlete and the team.
Yet in team sports, athletes often face restrictive frameworks that limit how they can control and commercialise their IP.
2. The Team’s Perspective: Value to Protect
This isn’t about bad faith. Clubs and teams invest heavily in talent development, global media strategies, and premium sponsorships. Naturally, they view the athlete’s image – especially in team kit, colours, and team-produced content – as an extension of their brand, something to protect and commercialise.
From the team’s perspective, an athlete’s visibility is deeply integrated into the broader product. An essential part of the on- and off-pitch offering. But this model was shaped before the rise of the creator economy, and it often falls short when it comes to supporting today’s athlete ambitions, for example when it comes to:
- Launching personal brands that extend beyond team / club colours
- Owning and monetising content across social platforms and digital media
- Building partnerships that reflect individual identity and values, not just team sponsorship tiers
- Creating long-term equity through ventures in fashion, wellness, tech, and more
The result? Missed opportunities on both sides.
3. Protecting Value VS. Unlocking Growth
When rights holders hold too tightly to athlete IP, they don’t just limit the player. It holds everyone back.
Athletes lose the freedom to grow their personal brand. Clubs and teams miss out on the energy and reach of athlete-led content. Sponsors get stuck in old systems that don’t match how the modern fan connects.
Meanwhile, a new generation of athletes is watching – and planning differently. Many are already choosing new paths, ones that give them more ownership and more options.
4. Moving from Protection to Collaboration
This isn’t about teams vs. athletes. We need to move beyond the binary of “team control” or “athlete freedom.” The future lies in a shared strategy of co-creation.
That means:
- Athletes can build their brand without clashing with the team;
- Teams can tap into new media and business opportunities driven by athlete visibility;
- Sponsors can work with both sides through flexible, future-ready IP models.
Everyone wins when we build smarter, more flexible systems – together.
5. Moves to Make Now
Rights holders, athlete representatives, and brands – if you’re serious about valuing athlete IP, these 4 strategic shifts demand your attention.
- Modernise contracts: Team agreements must reflect today’s media and brand landscape. IP isn’t just a legal thing – it’s a commercial asset.
- Create shared-use models: Move beyond full control or full release. Explore licensing structures or dual-ownership frameworks where both athlete and team benefit.
- Educate early: Help athletes (and their teams) understand IP from day one. Not just media training – IP training.
- Prioritise flexibility: Negotiate carve-outs, content categories, and transparent approval processes. This isn’t a loophole, it’s a growth strategy.
6. Building for the Future, Together
The next generation of elite athletes won’t just ask: “What team should I join?”
They’ll also ask: “Can I grow my brand while I’m here?”
The teams that enable both performance and platform will attract the talent, attention, and partnerships that define the next era. This is the new game behind the game. Designing future-proof systems where athletes can build their personal brand without undermining the team, and where rights holders and sponsors can scale athlete IP without friction. It’s all about alignment.
If you’re an athlete, representative, brand or rights holder ready to build smarter, more valuable models around athlete IP – make sure to connect with Christine Diepstraten.
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