IP STRATEGY

Trademarks in the Saudi Sports and Entertainment Sector

MAY 2026 · 7 min read

Vision 2030 has turned Saudi Arabia into a global destination for sports and entertainment events. This transformation created a new layer of commercial assets: event names, characters, sports logos, even "season" names. All of this needs protection that was not on the table years ago.

Core Classes

Class 41 (Education & Entertainment): the central class for sports and entertainment events, clubs, tournaments, concerts.

Class 25 (Sportswear): for clubs and teams selling merchandise to fans.

Class 28 (Games & Sports Equipment): for companies making sports gear.

Class 38 (Communications): for TV and digital broadcasting rights.

Protecting Tournament and Season Names

"Riyadh Season," "Roshn Saudi League," "Saudi Arabian Grand Prix" — all names that have become commercial assets worth billions of riyals. Protecting them requires simultaneous registration in several classes.

Registering an event name is not like an ordinary trademark: it must cover Arabic and Latin script, the logo, and sometimes the "season number" (like "Riyadh Season 2026").

Broadcasting and Transmission Rights

Sports event broadcasting rights are distinct from trademarks but interconnected. Broadcasting contracts specify: which platform has rights, in which geographic region, for which duration, and at what financial consideration.

Infringements in this space (unauthorized broadcasting, record-and-repost) are pursued with a mix of trademark, copyright, and unfair competition law.

Protecting Characters and Loyalties

Major sports clubs as integrated commercial assets: name, logo, colors, anthems, even memorabilia. Each element has a different protection layer.

The phenomenon of "unofficial jersey sellers" around stadiums is a clear commercial infringement requiring coordination among clubs, customs, and police.

Cartoon and Creative Characters

Entertainment events create characters (tournament mascots, animated TV figures). These are protected by: copyright on the design, trademark on the name, and sometimes an industrial design on the 3D shape.

Each layer is separate. Integrated protection requires registration across all tracks.

Sponsorship and Usage Rights

Every sports sponsorship contract includes a "commercial license": the sponsor's right to use the event or team logo in its advertising. This license needs precise drafting to define scope, duration, and limits.

A sponsor who exceeds the license scope falls into infringement. The club/organizer who drafts a loose license loses brand control.

Regional and International Challenges

Saudi events host international competitions (Formula 1, Saudi Cup, Riyadh Season). Each event needs protection in countries reached by broadcast or attendance.

The Madrid Protocol helps, but some countries (United States) require additional procedures. The protection plan must precede launch by months.

Summary

The Saudi sports and entertainment sector is growing at an unprecedented pace. Every event, club, character, or season is a commercial asset with measurable value. At Rights we work with sports and entertainment entities to ensure commercial growth comes legally protected — not in an exposed position.