WIPO杂志，2019年第2期（4月）

No. 2 ASICS: creating qualitylifestyle through intelligentsports technologyp. 15 Intellectual property rights:driving global sports Putting sports fans first:insights from Intel p. 2 p. 42 Reach forGold – IP andSports World IntellectualProperty Day 2019April 26 This year’s World Intellectual Property Day campaigndelves into the world of sports and takes a closer look athow intellectual property (IP) rights support the globalsports ecosystem, a unique landscape that brings togethermultiple players with overlapping interests. IP rights underpin the commercial relationships thatmake sports events happen from technology licensingand merchandizing to commercial sponsorship andbroadcast coverage of live sports events. This special focus issue of theWIPO Magazineexploresthe many links between IP and sports and considerssome of the opportunities and challenges arising froma rapidly evolving and increasingly technology-drivenglobal sports landscape. IP rights lie at the heart of the huge commercial opportu-nities offered by sports. They encourage innovation andcreativity in all areas, including in sports. More innova-tion and creativity in the sports sector means access to acontinuous flow of new technologies to enhance athleticperformance and our enjoyment of sports, bringing betterequipment, new business opportunities, new jobs and afabulous fan experience. For more on World Intellectual Property Day,see www.wipo.int/ip-outreach/en/ipday.Join us on Twitter (#worldipday) and Facebook(www.facebook.com/worldipday). Table of Contents 2Intellectual property rights: driving global sports8Beyond the signal: a view from China on the copyrightprotection of live sports programming15ASICS: creating quality lifestyle through intelligentsports technology22Ambush marketing: when sponsors cry “foul”28Intellectual property and sports and tourism: a perfect match3523 Capital: creating new ways to monetize intellectualproperty and sports42Putting sports fans first: insights from Intel48Intellectual property and the specificity of sports Editor:Catherine Jewell © WIPO, 2019 Attribution 3.0 IGO(CC BY 3.0 IGO) The user is allowed to reproduce, dis-tribute, adapt, translate and publiclyperform this publication, including forcommercial purposes, without explicitpermission, provided that the content isaccompanied by an acknowledgementthat WIPO is the source and that it isclearly indicated if changes were madeto the original content. Adaptation/translation/derivatives shouldnot carry any official emblem or logo,unless they have been approved andvalidated by WIPO. Please contact us viathe WIPO website to obtain permission. When content published by WIPO, suchas images, graphics, trademarks or logos,is attributed to a third party, the user ofsuch content is solely responsible forclearing the rights with the right holder(s). To view a copy of this license, please visithttps://creativecommons.org/licenses/by/3.0/igo Acknowledgements:2Irene Kitsara, Access to Information and Knowledge Division, WIPO8Carole Croella, Copyright Law Division, WIPO15Martha Parra Friedli, Department for Trademarks, Industrial Designsand Geographical Indications22Marcus HoppergerandMarina Foschi, Department for Trademarks,Industrial Designs and Geographical Indications, WIPO28Carol Simpson,Regional Bureau for Latin America and the Caribbean,WIPO42Matthew Bryan, PCT Legal and User Relations Division48Carole Croella, Copyright Law Division, WIPO Cover images:Left to right: Courtesy of SROC;Courtesy of ASICS;Courtesy of Intel Corp.Main image:Getty Images / © Pattadis Walarput,© Dmytro Aksonov, © Ostill,© Image Source Intellectualproperty rights:driving globalsports “The sale of themedia rightsfor sportscompetitionsis the life-blood of sportsat all levels,from the eliteathletes downto amateurgrassrootsparticipants.” “Everyone’s doing it.” “It does not do any harm.” These arecommon refrains when discussing the issue of illegal onlinestreaming of sports content. There is a widespread percep-tion among the general public that intellectual property (IP) in-fringement is a victimless crime, but this is not the case. Aswe look towards World Intellectual Property Day on April 26,it is important to consider the real value that IP rights bring to thesports sector and why we need to protect them effectively. As the Sports Rights Owners’ Coalition (SROC), we represent morethan 50 international, European and national sports bodies acrossa diverse range of sports. As such, individually and collectively,we represent a majority of international sports and competitions.Therefore, we are well placed to underline the importance of pro-tecting our IP rights so we can best serve our fans and the sportscommunity as a whole. With every passing year comes new challenges in terms of how ourIP rights can be infringed, making the task of protecting them evermore difficult. In large part, this is because of the major technologicaladvances of recent years, which are tran