| July 29, 2026 | Desk: Brand & IP Law | 16 min read · 3795 words |
Cricket is Pakistan’s national obsession. But Pakistan’s sports economy extends well beyond cricket, into football, hockey, squash, athletics, martial arts, fitness, and a rapidly expanding esports sector. Across all of these disciplines, brand identity is becoming a commercially significant factor in ways that would have been unrecognisable a decade ago.
Professional cricketers and athletes are building personal brands. Franchise cricket teams in the Pakistan Super League have become some of the most commercially developed sports brand properties in the country. Sports academies, fitness centres, and coaching brands are expanding nationally under distinctive names. Sports equipment manufacturers and importers are competing in a market where brand recognition drives purchasing decisions.
Yet across almost all of these categories, trademark protection awareness in Pakistan’s sports sector is significantly below the level of commercial activity taking place. Athletes build personal brands without registering them. Sports academies expand without trademark protection. Equipment brands operate without trademark registrations. And the PSL franchise brands, which are among the most commercially developed sports brand properties in the country, exist in a trademark landscape that many franchise operators do not fully understand.
Nice Classes for Sports Brands
| Class | What It Covers in Sports | File When |
| Class 41 | Sports coaching, academies, fitness centres, sports event management, esports events, entertainment, educational training services | Always — primary class for any sports service brand |
| Class 25 | Sportswear, team jerseys, athletic clothing, training kits, sports footwear, headgear, merchandise apparel | Always for any brand producing merchandise or branded clothing |
| Class 28 | Sports equipment, cricket bats, balls, gym equipment, sporting goods, games apparatus, fitness equipment | Always for equipment manufacturers, importers, and retailers |
| Class 35 | Athlete management, sports marketing, sponsorship arrangement, advertising services, brand endorsement services | Sports agencies, athlete management companies, marketing firms |
| Class 9 | Esports software, gaming applications, sports performance apps, sports streaming platforms, training software | Esports brands, sports tech companies, digital content brands |
| Class 16 | Sports publications, coaching manuals, printed training materials, sports magazines | Sports media brands, coaching content publishers |
The Commercial Landscape of Pakistan’s Sports Economy
Professional Sports Teams and Franchises
The Pakistan Super League’s franchises — Karachi Kings, Lahore Qalandars, Peshawar Zalmi, Islamabad United, Quetta Gladiators, Multan Sultans, and the other teams — operate sophisticated brand properties with merchandise lines, sponsorship programmes, fan communities, and digital presences. These brands are commercially significant and have developed international recognition. Their trademark position is, however, more complex than many franchise operators appreciate.
Individual Athlete Personal Brands
Pakistan’s top cricketers have personal brands that generate revenue through endorsements, appearance fees, and branded merchandise. The same pattern is emerging for athletes in football, squash, and other disciplines as the commercial ecosystem develops. An athlete’s personal brand is separate from their national team identity and separate from any franchise they represent, and requires separate trademark protection.
Sports Academies and Coaching Brands
Branded cricket academies, football academies, martial arts schools, and multi-sport coaching centres are building reputations and expanding operations under distinctive brand names. Some of the most commercially successful academy brands in Pakistan have built national recognition through consistent coaching quality and well-known alumni. This commercial value is entirely unprotected without trademark registration.
Sports Equipment, Fitness Brands, and Esports
Pakistani sports equipment manufacturers, particularly in cricket equipment, have built brands with both domestic and international commercial presence. Branded gym chains, yoga studios, and fitness centres are expanding as Pakistan’s urban middle class develops stronger fitness habits. Pakistan’s competitive gaming community is also growing, and esports team brands and gaming tournament brands are beginning to have commercial significance that warrants trademark protection.
PSL Franchise Brands: A Unique Trademark Situation
The Pakistan Super League franchises represent the most commercially developed sports brand properties in Pakistan. Each franchise brand has merchandise programmes, digital presences, fan communities, and sponsorship relationships that generate substantial commercial value.
The trademark situation for PSL franchise brands is, however, complex. The PSL is administered by the Pakistan Cricket Board, which holds certain trademark rights related to the league brand itself. Individual franchises operate under licence arrangements with the PCB. The specific trademark rights of individual franchise brands — what the franchise owns independently of the PCB licence, and what intellectual property protections apply to the franchise’s specific brand elements — vary by franchise and is not uniform across the league.
For franchise operators, the key trademark questions are: what brand elements are exclusively owned by the franchise as registered trademarks, what brand elements are licensed to the franchise by the PCB, and what is the trademark position in the event that the franchise arrangement ends or is sold. These questions are commercially significant because PSL franchise brands are among the most valuable sports IP assets in Pakistan.
| 💡 Pro Tip: What PSL Franchise Operators Need to Know |
| The PCB licence that authorises you to operate a PSL franchise does not automatically give you trademark ownership of your franchise’s brand elements. Review your franchise agreement carefully to identify which brand elements — the team name, colours, logo, tagline — were developed independently by your franchise versus which were provided or approved by the PCB. Brand elements that your franchise developed independently should be assessed for separate trademark registration in your franchise entity’s name. This is the intellectual property that you own regardless of the PCB relationship. Franchise brand elements that are owned by the PCB under the licence arrangement are not yours to register independently. Understanding this distinction is essential before any franchise sale or restructuring. |
Athlete Personal Brands: Building and Protecting a Commercial Identity
An athlete’s personal brand has commercial value through endorsements, personal appearances, merchandise, coaching services, and content creation. For athletes whose personal brand generates significant commercial revenue, trademark registration provides the legal protection for that brand identity.
An athlete’s personal name can be registered as a trademark in Pakistan if it has been used commercially to identify the athlete’s endorsement activities, coaching services, or personal branded merchandise. The name must be used in a trademark sense — as a brand identifier for commercial activity — rather than simply as the athlete’s name. An athlete whose name appears on branded merchandise, in coaching programme branding, or in commercial endorsements is using it in a trademark sense that supports registration.
The risk to athlete personal brands comes from multiple directions. Commercial entities may attempt to register an athlete’s name before the athlete does, to gain leverage for commercial arrangements. Counterfeit merchandise bearing an athlete’s name appears in the market when the athlete becomes commercially prominent. Fan merchandise markets emerge that use the athlete’s brand identity without authorisation. Registered trademark protection in Class 25 for merchandise, Class 41 for coaching and training services, and Class 35 for endorsement and commercial services provides the legal foundation for addressing all of these threats.
Sports Academy Brands: Building a National Coaching Identity
For sports academy brands, the primary trademark class is Class 41 for educational and sports training services. A coaching academy that has expanded nationally under a distinctive brand name is building commercial value in a name that is unprotected without trademark registration. The first-to-file principle applies: a competitor or franchise imitator that registers the academy brand name before the original academy does gains a legal position that is difficult and expensive to dislodge.
The franchise model is increasingly common in Pakistan’s sports academy sector. A successful coaching brand that licences its name and methodology to franchise academy locations in other cities needs a written franchise agreement with quality control provisions. In the sports academy context, quality control provisions need to address not only branding standards but coaching methodology standards, coach qualification requirements, and the specific training protocols that differentiate the brand’s approach.
Sports Equipment Brands: The Counterfeiting Problem
Pakistan’s sports equipment sector faces a significant counterfeiting problem, particularly in cricket equipment. Pakistani cricket bat manufacturers have built brands with both domestic and international commercial recognition, and these brands face copycat products that use similar names or imitate their product designs.
The trademark protection strategy for sports equipment brands follows the same pattern as other product brands: registration in Class 28 for sporting goods, and in Class 25 for any branded sportswear or clothing sold under the same brand. For Pakistani cricket equipment brands that export to UK, Australia, and UAE markets, international trademark protection through the Madrid Protocol is essential. A Pakistani cricket bat brand that has built commercial recognition internationally but has not registered its trademark in those markets creates exactly the conditions in which squatters and importers of counterfeit products can operate.
Registered Pakistani sports equipment brands should also consider registering with Pakistan Customs under the intellectual property recordal mechanism. This enables customs officials to intercept counterfeit imports at the border without needing a court order for each shipment — a particularly valuable tool in a sector where counterfeit goods are commonly imported in bulk.
| ⚠ Real-World Example: The Cricket Academy and the Franchise Imitator |
| A Lahore-based cricket academy had been operating under a distinctive brand name for seven years, building a reputation for producing professional-quality players and expanding to coaching centres in three cities. The academy brand was not registered as a trademark. When the academy began negotiating franchise arrangements with cricket enthusiasts in Karachi and Islamabad, a trademark search revealed that an individual in Rawalpindi had registered the academy brand name in Class 41 eighteen months earlier. The Rawalpindi registrant had no connection to the Lahore academy and no prior use of the name. The academy initiated cancellation proceedings based on prior use. The proceedings required documentation of seven years of commercial activity and took sixteen months to resolve. During that period, the franchise expansion was suspended. The prospective franchisees in Karachi and Islamabad were unwilling to commit to operating under a brand name whose trademark was disputed. A trademark filing in Class 41 at any point in the seven years of operation would have prevented the Rawalpindi registration entirely and would have allowed the franchise expansion to proceed on the planned timeline. |
| ⚠ Real-World Example: The Athlete Brand and the Counterfeit Merchandise |
| A prominent Pakistani cricketer had built a commercially significant personal brand through several years of high-profile international cricket performance. The player’s name appeared on officially licensed merchandise but neither the personal brand nor the merchandise were supported by trademark registrations at IPO Pakistan. When significant volumes of unofficial merchandise bearing the player’s name appeared at cricket grounds, in sports markets, and through social media sellers, the enforcement options were limited to passing-off proceedings. Without a trademark registration, several sellers refused to comply with cease and desist letters, arguing that the player’s name was not trademarked. The player subsequently registered personal brand trademarks in Class 25 for merchandise and Class 41 for coaching and endorsement services. Post-registration enforcement against counterfeit merchandise was significantly more effective, with online platform trademark-based complaints processing in days rather than the weeks required for passing-off-based complaints. The case illustrates a consistent pattern: passing-off before registration is slower, more expensive, and less reliable than trademark-based enforcement after registration. The personal brand registration that could have been filed years earlier would have been commercially valuable from the moment endorsement activity began. |
Step-by-Step: Building Trademark Protection for Pakistani Sports Brands
Step 1: Identify the Commercial Brand Elements
Map every commercial brand element: the team or academy name, the athlete’s personal brand name, the logo, any distinctive visual marks associated with the brand, any taglines, and any sub-brand names for specific programmes or product lines. Each element that has independent commercial significance should be assessed for separate trademark protection.
Step 2: Determine the Correct Nice Classes for the Specific Brand
Sports brands span multiple Nice Classes depending on their commercial activities. Class 41 for sporting services and academy operations. Class 28 for sports equipment. Class 25 for sportswear and merchandise. Class 35 for sports marketing and endorsement services. Class 9 for sports technology and esports. File in all classes that reflect the current and reasonably foreseeable commercial activities of the brand.
Step 3: File Before the Expansion, Not After
The most dangerous moment for a sports brand is the transition from local recognition to national or international ambition. A sports academy planning franchise expansion, an athlete preparing for a major commercial endorsement programme, and a sports equipment brand entering export markets are all at the stage when brand recognition is rising fastest and when squatters have the most incentive to act. File before the expansion, not after.
Step 4: Implement Written Agreements for All Licensing Arrangements
Any commercial arrangement that involves another party using the sports brand under licence needs a written agreement. Sports academy franchises, athlete endorsement licences, merchandise licences, and equipment brand distribution agreements all need formal written documentation of what is permitted, for how long, in what territory, and on what quality standards.
Step 5: Address Athlete Personal Brand Registrations Separately
An athlete’s personal brand and a team brand are separate commercial assets. A professional cricketer who plays for a PSL franchise has personal commercial interests that are separate from and additional to the franchise brand. Personal brand trademark registrations should be in the athlete’s own name or in a legal entity controlled by the athlete, not in the team’s name.
Step 6: Monitor and Enforce Against Counterfeit Merchandise and Unauthorised Use
After registration, implement monitoring across retail markets, online platforms, and social media for counterfeit merchandise and unauthorised use of the sports brand. In Pakistan’s cricket merchandise market, counterfeit products targeting established brand names are prevalent. Active monitoring and prompt enforcement are necessary to maintain the commercial value of the brand registration.
Common Mistakes Pakistani Sports Brands Make with Trademarks
Waiting Until the Brand Is Commercially Prominent Before Filing
Commercial prominence is precisely when squatters act. A cricket academy that has produced notable alumni, an athlete who has achieved international visibility, and a sports team that has won a prominent tournament are all at the moment of maximum squatting risk. File early, before prominence, not after.
Assuming the PSL Licence Covers All Franchise Brand Rights
PSL franchise operators sometimes assume that their relationship with the PCB comprehensively covers their brand’s legal position. As noted above, the trademark position of individual franchise brand elements is more complex. Franchise brand elements that are independently developed and used by the franchise should be assessed for independent trademark registration.
Neglecting Merchandise Classes
Sports brands frequently register in Class 41 for sporting services without registering in Class 25 for merchandise, even when merchandise is a current or planned commercial activity. Class 25 registration is the foundation of effective counterfeit merchandise enforcement. Any sports brand that produces or sells branded clothing, accessories, or equipment under its brand name needs Class 25 alongside Class 41.
Separating Personal Brand Registration from Commercial Activity
Athletes sometimes register their personal brands long after commercial endorsement activity under those brands has begun. The delay creates vulnerability: the commercial activity builds value in a name that is legally unprotected during the period before registration. Personal brand trademark registration should happen when the athlete begins commercial activity under the personal brand, not years later.
Frequently Asked Questions
Can a Professional Cricketer Register Their Own Name as a Trademark in Pakistan?
Yes. A personal name can be registered as a trademark at IPO Pakistan if it is used commercially to identify the person’s endorsement activities, coaching services, or personal branded merchandise. The name must be used in a trademark sense — as a brand identifier for commercial activity rather than simply as the athlete’s name. A cricketer whose name appears on official merchandise or in coaching programme branding is using the name in a trademark sense that supports registration in the relevant commercial classes.
Can a PSL Franchise Register Its Team Name and Logo as Its Own Trademarks?
This depends on the specific arrangement between the franchise operator and the PCB, and on the history of how the team name and logo were developed. Some franchise brand elements may be owned by the franchise independently; others may be licensed from the PCB. Franchise operators should review their franchise agreement and the trademark register to understand precisely what brand elements they own versus what they licence, and should seek appropriate legal advice on registering the elements that are independently owned.
Does a Sports Academy Need a Trademark in Each Province Where It Operates?
No. A trademark registered at IPO Pakistan provides nationwide protection across all provinces and territories of Pakistan. A sports academy that registers its brand in Class 41 has trademark protection for its coaching services across the entire country, regardless of how many provinces it operates in.
What Protection Does a Sports Brand Have Against Unofficial Merchandise Before Trademark Registration?
Before trademark registration, the primary legal remedy is passing-off, which requires establishing commercial goodwill in the brand, a misrepresentation by the defendant, and resulting damage. Passing-off proceedings require more extensive evidence than trademark infringement proceedings, as there is no registration certificate to present. The proceedings are slower and the outcomes less certain. Trademark registration eliminates this evidentiary burden and makes counterfeit merchandise enforcement significantly faster and more reliable.
How Does a Sports Brand Protect Its Marks on International E-Commerce Platforms?
International e-commerce platforms including Amazon, eBay, and regional platforms have trademark-based brand protection programmes. A registered Pakistani trademark in Class 25 or Class 28 can be used as the basis for brand registration with these platforms, enabling trademark-based complaint mechanisms for infringing merchandise listings. For sports brands with international commercial significance, international trademark protection through the Madrid Protocol in key markets provides the basis for international platform enforcement.
Final Thoughts
Pakistan’s sports economy is producing brands of genuine and growing commercial value. PSL franchise teams with global fan bases, cricketers whose personal brands drive multi-million rupee endorsement deals, coaching academies that have produced international players, and equipment brands competing in global cricket markets — all of these represent commercial value that deserves legal protection.
Class 41 for sporting services. Class 25 for merchandise. Class 28 for equipment. File before the commercial prominence arrives, not after the squatters have already acted. Pakistan’s sporting success on the field is building brand value off it. Protecting that brand value is the work that happens outside the stadium.
| Get Started with TM |
| TM helps Pakistani sports brands, athletes, academies, teams, and equipment manufacturers register and protect their trademarks at IPO Pakistan and internationally. Visit: tm.com.pk/contact Email: contact@tm.com.pk Phone: 03-111-456-456 |