Online Reporter
Tonderai Sena
IT might not be celebrated in such proportions as a religious pilgrimage, but there is no underplaying its significance to the sport ecosystem across the globe.
Every year on April 26, the World Intellectual Property (IP) Day is commemorated.
And in the ever-evolving business of sport, which has become a major global industry, the significance of IP has been put into perspective.
That global family of sport also includes Zimbabwe. On any given weekend in Zimbabwe, the story is familiar: packed stadiums, passionate fans and jerseys in club colours stretching from the terraces to the streets.
But take a closer look at how many of those jerseys are original?
The theme of this year’s World IP commemorations is “IP and Sports: Ready, Set, Innovate”. As the world marks this important occasion, it is worth asking a simple but uncomfortable question: are we protecting the business of sport as much as we celebrate the game itself? This is because behind every match, every badge and every broadcast lies something most people don’t see or know about, and that phenomenon is IP.
More than just a game
When one looks at any of the country’s biggest football clubs, whether it’s Dynamos, Highlanders, or CAPS United, their names, logos and colours are more than just about tradition. They are assets.
These are brands. And like any brand, they can be protected, licensed, and monetised.
Yet, according to research by the Zimbabwe Institute of Patent and Trademark Agents (ZIPTA), fewer than a quarter of sports clubs in Zimbabwe have registered trademarks.
This means the majority of clubs are operating without legal protection over their own identities.
Globally, clubs generate millions from merchandise and branding. Locally, however, much of that value slips through the cracks, not because the opportunity isn’t there, but because the protection isn’t in place.
The reality of counterfeits
A walk through the sprawling, high-density suburb of Mbare, downtown Harare, or any busy market place, one is bound to find club replica jerseys being sold at a fraction of the official price.
On face value, it may seem harmless, after all, fans just want to support their teams.
But the consequences run deeper:
Clubs lose revenue which they desperately need for sustainability
Sponsors hesitate to invest in weakly protected brands
The market becomes flooded with low-quality imitations
The true value of the club is diluted
Resultantly, a culture of counterfeit products is quietly draining the business side of sport.
Who really owns the badge?
Here’s a question many clubs don’t seem to ask enough about . . . Who, actually, owns our name and logo?
If a trademark is not registered, the answer may not be as clear as expected.
That opens the door for misuse and abuse — by third parties and ambush marketers, opportunists and often leads to disputes even within the club itself.
In today’s sports economy:
Your name is your trademark
Broadcasting rights are protected by copyright and related rights
Your kit design can be protected
Your innovation can be patented
Without these protections, clubs are essentially playing without a defence.
Players and all athletes are brands too
It’s not just clubs.
Players and, in fact all athletes are sitting on untapped value.
From Warriors stars to rising Premier Soccer League talent, athletes today have something powerful — identity.
A player’s name, image, and reputation can attract endorsements, partnerships, and long-term income. But only if it is properly managed.
Too often, players sign deals without understanding image rights. Others miss opportunities entirely because their personal brand is not structured or protected.
In a digital age, where a single viral moment can define a career, managing one’s image is no longer optional, it’s strategic.
Innovation is already here
Innovation in sport is not something happening “out there” — it’s happening here. From locally made training equipment to fitness apps and performance tracking ideas, Zimbabweans are innovating.
The challenge is not creativity, it is protection.
Without IP protection, ideas are copied, investors stay away, and more importantly, growth stalls. With it, those same ideas can become businesses.
It is time to take IP seriously
This year’s theme — “IP and Sports: Ready, Set, Innovate” is more than a slogan. It is a call to action.
If Zimbabwean sport is to grow commercially, we must start treating it like the business it is.
That means:
Clubs must register and protect their brands
Players must take ownership of their image rights
Fans must support authentic merchandise
Sports administrators must prioritise IP systems
To understand the power of IP in sport, one only needs to look at Europe where clubs like Manchester United, Barcelona or Real Madrid are not just football teams, they are global brands.
Their logos are protected trademarks, their matches are tightly controlled broadcast content, and their merchandise is licensed across continents.
The same applies to athletes. Global stars like Cristiano Ronaldo and Lionel Messi have built powerful personal brands, with their names, images and even signature celebrations forming part of carefully managed IP portfolios.
This is not accidental, it is structured.
Zimbabwe has never lacked passion for sport. What we have lacked is full control over its value.
The next era of sport will not just be won on the pitch; it will be won in how well we protect, package, and promote what happens off it.
So, the question is no longer whether IP matters. The question is: are we ready to play the business of sport properly?
Tonderai Sena is a commercial attorney and the Public Relations Officer of the Zimbabwe Institute of Patent & Trademark Agents (ZIPTA). This article is for general information purposes only and does not constitute legal advice.
