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2 Jus Corpus L.J. 351 (2021-2022)
Intellectual Property Rights in Sports and Personality Rights among Sportspersons

handle is hein.journals/juscrp2 and id is 3570 raw text is: Jus Corpus Law Journal Open Access Law Journal - Copyright © 2022 - ISSN 2582-7820 Editor-in-Chief - Prof. (Dr.) Rhishikesh Dave; Publisher - Ayush Pandey This is an Open Access article distributed under the terms of the Creative Commons Attribution- Non-Commercial-Share Alike 4.0 International (CC-BY-NC-SA 4.0) License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Intellectual Property Rights in Sports and Personality Rights among Sportspersons Garima P. Bhaisarea aMaharashtra National Law University, Nagpur, India Received 08 March 2022; Accepted 23 March 2022; Published 28 March 2022 Sports have always been an integral part of our society. Right from an ancient era to the current life of the twenty-first century, eveyone loves sports. Everything has remained as it is 'last from the past'. The thing which has been changed is the area of development of this particular field. For a vey long time, sports are considered a venture of enjoyment but glancing at the past ten to fifteenyears, the whole scenario has changed. Now sports are seen much as a mode of business than as a combination of physical or skilled activities. Due to commerdaligation and the marketing industry squeaking in, the major part of this field flows from the activities like branding and merchandising, and licensing, and this results in the business in sports. For any advertisement on oganiding sports events, introducing a sports team or sports club, there is a certain need for Intellectual Property Rights (IPR). Hence, it created an interesting relationship between the business of sports and Intellectual Property rights. This branding and business sometimes include the exploitation of one's image orpersonality in the name of branding even then as a sports team or as an individual sportsperson. To protect these sportsperson's nghts from defamation and getting used in a wrong way, the concept of personality nights intruded under Intellectual Propery Rights. This paper highlights various aspects of Intellectual Property Rights associated with sports and sportspersons, personality nights of sportspersons, exploitation of their nights, and laws related to the infringement of nghts of sportspersons' personalities. Keywords: sports, branding, intellectualproperty nights (IPR), personality rights. 351

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