IP unlocks new opportunities in sport industry

Innovation, creativity and entrepreneurship in sport took centre stage at TUT's World Intellectual Property (IP) Day celebration, held under the theme “IP and Sport – Ready, Set, Innovation.” The event highlighted how intellectual property drives growth, protects innovation and creates new opportunities across the modern sports industry.

Director of Research and Innovation, Dr Rita Raseleka, delivering the opening and welcoming address. Hosted by the Directorate of Research and Innovation in partnership with the Directorate of Sport and Recreation, the World Intellectual Property Day celebration was held on 29 May 2026, raising awareness of the role of intellectual property (IP) in shaping the sports industry. It also highlighted how innovation, creativity, and research continue to influence modern sport locally and globally. The programme encouraged students and stakeholders to view sport not only as entertainment but also as a space driven by ideas, business and innovation.

Dr Rita Raseleka, Director of Research and Innovation, opened the programme and highlighted the University’s commitment to promoting innovation, research and entrepreneurship as drivers of development.

Dr Raseleka explained that intellectual property is no longer limited to academic and laboratory environments but has become an important tool across industries, including sport, media, technology and business. She added that in today’s digital sports environment, intellectual property plays a central role in sponsorship agreements, broadcasting rights, branding, content creation and commercial innovation.

Heili Potgieter and Rual Grobler, Associates at Spoor and Fisher Attorneys, delivered the keynote address and unpacked the importance of intellectual property within the sports industry.

They explained that although sport ranks among the world's largest industries, many people do not fully recognise it as a business ecosystem that requires structured legal protection. They outlined the value of trademarks, copyright and patents in protecting identity, innovation and creative output.

Potgieter and Grobler demonstrated how athletes, designers and entrepreneurs can protect clothing brands, logos, inventions and other original creations to ensure their ideas are recognised and commercially protected. Their presentation reinforced that sport extends beyond competition and entertainment and also serves as a platform for innovation and economic value.

Tshwane FM Station Manager Tebogo Magubane. Tebogo Magubane, Tshwane FM Station Manager, moderated a panel discussion on how intellectual property empowers innovation in sport.

The discussion highlighted the importance of athletes and sport professionals understanding the business side of sport and taking proactive steps to protect their work. Panellists encouraged greater use of legal frameworks and digital platforms, such as social media, to build personal brands, increase visibility, and unlock new opportunities while safeguarding intellectual property.

Grobler; Potgieter; Nqobile Ndlovu, Sports Business Researcher; Dumisani Chauke, Head of Department for Sport and Recreation at TUT's Ga-Rankuwa Campus; and Mampa Tlhwaele, former football player and Sport Executive, shared insights on the growing influence of intellectual property within the sport economy.

The panellists explored topics ranging from athlete branding and sponsorship agreements to innovation in sports management and content creation. They emphasised the importance of intellectual property as a tool for protection, growth and innovation as the sport industry increasingly embraces digital and entrepreneurial models.

In closing, the Directorate of Research and Innovation thanked attendees for their active engagement throughout the event. The Directorate also noted that the level of participation reflected growing interest in intellectual property and a deeper understanding of its relevance within society, adding that this year’s successful celebration provides a strong foundation for future editions, with plans to make the event even more dynamic, interactive and impactful.

• IP refers to the legal protection of original ideas and creations such as inventions, designs, brands, logos, artistic works and digital content. It enables creators and innovators to receive recognition for their work while retaining exclusive rights over its use.

Heili Potgieter and Rual Grobler, Associates at Spoor and Fisher Attorneys, presenting the keynote address on the importance of trademarks, copyright and patents in the sports industry.

The panellist sharing insights on intellectual property and how it empowers innovation, branding and the business side of sport.

Students and Stakeholders in attendance at the IP Day Celebration.