The Brunei Intellectual Property Office (BruIPO) highlighted the importance of intellectual property protection in the sports industry during its World Intellectual Property Day 2026 celebration at the Golden Jubilee Hall, Attorney General’s Chambers.
Held under the theme “IP and Sports: Ready, Set, Innovate”, the event was officiated by Attorney General and Registrar of Trade Marks, Patents and Industrial Designs Datin Seri Paduka Hajah Nor Hashimah Haji Muhammed Taib.
Her opening remarks highlighted how intellectual property supports sports branding, logos, media content, innovative equipment, digital technologies and athletes’ personal brands. Athletes, sports associations, entrepreneurs, students and researchers were encouraged to protect and manage their intellectual property from an early stage.
Two discussion sessions explored opportunities and challenges in the industry.
The first, “Building Identity and Opportunities in Sports”, featured representatives from the Weightlifting Association, Khalifa Mixed Martial Arts and the Wushu Federation of Brunei Darussalam. Discussions covered branding, sponsorship, innovation and protecting identity and commercial interests.
The second session, “Innovation, Branding and Commercialisation in Sports”, brought together representatives from BruIPO, Universiti Brunei Darussalam, the Football Association of Brunei Darussalam and Hybrid Movement to discuss intellectual property protection, product development, branding, creative content and entrepreneurship.
The programme also included a video competition showcase and prize presentation, a quiz, sports engagement activities and demonstrations.