This book examines the relationship between intellectual property (IP) law and the sports industry, exploring opportunities and challenges at their intersection. Justin Koo and Jason Haynes address how the legal principles of IP rights must evolve to address digitalisation, artificial intelligence, and global market integration.Key Features:Addresses the diverse IP portfolios of sporting bodiesAnalyses personality rights development in relation to athletes' personal brandsCovers practical examples of contemporary issues affecting the intersection of sports and IP lawConsiders legislative responses to unfair competition, including ambush marketing by non-sponsorsInvestigates copyright protection of broadcasts to combat digital piracy as well as territorial licensing exclusivity and market integration principles in global broadcastingIntellectual Property Law and Sports is an essential resource for legal practitioners interested in the application of IP in sporting contexts, as well as sports managers and agents. It is also vital for students and scholars in IP and sports law, sports management, and entertainment law.