Sport's Intangible Assets: Why 80% of Sport's Value Is Now Invisible (Part 2)
In this four-part series, Stephen Townley, a sports lawyer with nearly 50 years' experience advising organisations including FIFA, the IOC, World Rugby, and the International Tennis Federation, examines how sport marketing became big business (Part 1); why 80% of sport's value is now invisible (Part 2); how sport has moved from amateur clubs to investable asset classes (Part 3); and the key trends and challenges ahead (Part 4)
Article overview:
- What are intangible assets and what is their relationship to brands. Why is this important?
- Does sport even know it is a brand comprised of intangibles?
- What is the usual legal methodology for recognising and categorising IA
- The value of intangible assets in sport content and brands make it a huge target for theft
- The seismic shift that has taken place in the last 30 years with the growth of the importance in the value in intangible assets
- The new AI legal challenges and opportunities to IAM
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- Tags: Brand protection
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Written by
Stephen Townley
Stephen Townley is Consultant to Stobbs and their sister business Obviously on Rights/Intangible Asset Management and Intellectual Property in Sport. He is a lawyer, businessman and seasoned ADR professional with extensive expertise resolving high-value legal and business disputes in Asia, the Middle East and North America. Mr. Townley’s diverse litigation and transactional background includes the founding of Townleys, the first and largest international sports law and media boutique outside the United States, in 1983. It merged in 2001 with global 100 law firm Hammonds (now Squire Patton Boggs), where Mr. Townley served as head of international. Mr. Townley also served as general counsel and foreign law consultant for a number of firms.
