Despite its ubiquitous presence, it is not really known how sports originated. Ancient cave paintings, stone slabs, and figurines have been found depicting wrestlers. The Odyssey mentions a ball game and javelin throwing. While we may not know how the very first athlete came about or what necessity spurred people to kick a ball or pin a rival to the ground, sports continue to hold captive the hearts of people across the globe. These days, however, sports have evolved beyond mere competition. Beyond the game, sports is now also a revenue-generating machine.

In the history of boxing so far, Manny Pacquiao is the only eight-division world champion. His twelve major world titles place him squarely as one of the greats. A household name, he became an economy unto himself: with multimillion-dollar sponsorships, countless endorsements, and a popularity that turned even his boxing shorts into prime advertising space. It would be safe to say that his fame was not lost on him because according to the Intellectual Property Office of the Philippines (IPOPHL), Pacquiao has registered his name as a trademark for a variety of goods. Through trademark protection and laws, athletes could safely organize how their names and imagery would be used while reaping the benefits of their hard work.

Just like any brand name, an athlete’s identity can become an asset. Mention the word “gymnastics” to a Filipino and they’ll think of Carlos Yulo. Say “women’s tennis” and expect Alex Eala to come up in the conversation. Let us remember that one of the key concepts of trademarks is “distinctiveness”. If you have not been living under a rock, you’d recognize that the woman with her arms raised in a V beneath a gargantuan barbell is Hidilyn Diaz. That pose is identifiable and, even in layman’s terms, counts as her “trademark”. Brands like Summit and Milo have capitalized on Diaz’s reputation and victory, using that image of triumph and strength in their commercials, thereby signifying that they share the same values as Diaz: excellence, determination, and discipline. In turn, Diaz, and other athletes whose reputations have gained commercial value, are able to benefit financially from allowing the use of their name and image.

Trademarks grant athletes significant control over how their identities are used. With a trademark, they can sell merchandise, sign endorsement deals, and build a consistent public image. In 2025, Nike sold a series of limited-edition apparel that included t-shirts, caps, and tote bags inspired by Alex Eala. It reflected the brand and the rising star’s shared drive towards excellence. Eala’s persona as a young Filipina tennis player determined to rise to the top of the global rankings sets the tone for any material that her name and image will appear in. It is this recognition associated with the athlete that brands will benefit from as the athlete herself receives her due compensation and increased exposure from the use of her image. This way, identity as intellectual property is currency.

In this age of mass media and fandoms, athletes are no longer mere competitors; they are also brands. By trademarking their names and the imagery that their fans have come to recognize them by, they stand to benefit financially outside of their respective courts. Now that sports has become commercialized, it is intellectual property that provides a framework for managing not just brand identities but also the patents, designs, and copyrights that comprise the entire ecosystem for all players involved. In a game where innovation is encouraged and protected, everyone wins.