Sport is not just about the game; it intersect with fashion, entertainment, media, health, gaming and consumer goods Intellectual Property (IP), such as patents, designs, trademarks, and copyrights, encourages innovation and enables cross-industry connections with sport, sparking creativity, technological advancement and economic growth. 

This was the message that was conveyed by the panel in an online webinar that Innovus Technology Transfer Office (TTO) hosted on 22 April 2026, in celebration of World IP Day 2026. Every year, 26 April has been recognised by the World Intellectual Property Organisation to educate students and researchers about the role of IP in our everyday lives.  

The webinar discussed sport and innovation, demonstrating how IP contributes to brand advantage and economic value, as well as increasing awareness of the TTO’s services and encouraging early innovation disclosures.

Themed “IP and Sports: Ready, Set, Innovate”, the online event brought together inventors, legal experts, sports entrepreneurs, students and staff to explore how patents, trademarks, and copyrights are reshaping the business of athletics. 

Anne Chisa moderated the session and noted that, “Our role as the Innovus TTO is to support researchers in translating new and innovative research that emanates from the university into commercially viable products and services. We work to bring scientific and technological research into the marketplace through opportunities such as licensing and the creation of new spinout companies.”

The webinar featured a distinguished line-up of speakers who shared practical insights from the front line of sport and IP:

• Drikus Hancke, Head of Rugby at Stellenbosch University (SU) Maties Sport, spoke on the commercialisation of sport, which includes working with sponsors and partners, delivering events, matching experiences, and contributing to fundraising aligned with Maties Sport’s strategic objectives. Maties Sport must build commercially viable services to support student sport programmes and the institution as a whole.
• André Marè, Head of Trade Marks, Commercial and Transactional IP at Von Seidels, touched on sports commercialisation and how it involves a mix of IP rights, mainly trademarks, copyright, patents, registered designs, and occasionally plant breeder’s rights. 

“Trademarks dominate, driving brand value and sponsorship, while patents and copyrights support innovation and broadcast protection. Together, these rights create a complementary framework for monetising sports,” said André.

For more information about Innovus TTO and its key offerings, send an email to [email protected] or visit the website.