Intellectual property (IP) rights play an increasingly important role in supporting innovation, creativity and commercial growth across the sports industry, Attorney General Datin Seri Paduka Dayang Hajah Nor Hashimah Haji Muhammed Taib said.
Speaking at the opening of a seminar themed “IP and Sports: Ready, Set, Innovate”, the Attorney General highlighted the need to look beyond the traditional view of sport and recognise the range of intellectual property assets within the sports ecosystem.
These include sports brands and logos, merchandise, broadcasting content, sponsorship arrangements, athlete image rights, digital content and emerging sports technologies.
The seminar, held at the Golden Jubilee Hall, Law and Courts Building, on August 20 was organised by the Attorney General’s Chambers (AGC) through the Brunei Intellectual Property Office (BruIPO) in conjunction with World Intellectual Property Day 2026.
The event brought together representatives from government agencies, national sports associations, athletes, sports clubs, educational institutions, entrepreneurs, SMEs, brand owners, content creators and members of the public.
BruIPO officers presented on IP protection for sports brands and creative content, innovation and technology in sports, commercial opportunities through sponsorship, broadcasting and licensing, as well as athlete branding and commercialisation of sporting achievements.
A representative from the International Olympic Committee (IOC) also provided an international perspective on sports and intellectual property.
Participants took part in a “Sports & IP Interactive Pulse Check” featuring quizzes and discussions to promote greater awareness of the relationship between sports, innovation and IP.
To commemorate World Intellectual Property Day, the Attorney General also launched a video competition aimed at encouraging public creativity and participation while promoting awareness of intellectual property.
The seminar aimed to raise awareness of the growing role of IP in the sports industry and the importance of protecting and strategically managing IP assets to support innovation, creativity and commercial opportunities.
World Intellectual Property Day is observed annually on April 26 to highlight the role of intellectual property in fostering innovation and creativity and contributing to economic, cultural and social development.