2016 New York Conference: Brands & Sports

Registration and Information Desk Open

Networking Breakfast

Welcome and Opening Remarks

Ronald van Tuijl, JT International S.A. (2016 INTA President) (Switzerland)
Etienne Sanz de Acedo, INTA (United States)

Conference Co-Chairs:
Ayala Deutsch, NBA Properties, Inc. (United States)
Virginia Cervieri, Cervieri Monsuarez & Associates (Uruguay)

Sports Lawyers Have More Fun

Get the inside scoop from sports lawyers about what it is like practicing law in the sports arena. Speakers will discuss their professional experience—including the role lawyers can play in sports organizations, areas of expertise IP lawyers should develop to support sports brands and “hot topics” in sports—and provide their perspective on how to navigate challenging branding issues unique to sports.

Interviewer:
Ayala Deutsch, NBA Properties, Inc. (United States)

Interviewees:
Dolores DiBella, National Football League (United States)
Jeffrey B. Gewirtz, Barclays Center I Brooklyn Nets I New York Islanders (United States)

Brand Development and Protection: The Nontraditional and the Nonstarters

From conception to commercialization, the protection of brands in sports requires a flexible framework that takes into account the brand and various nontraditional IP rights at different stages of development.

Working with design teams on the creation of a brand and logo, accommodating the requests of marketing teams to ensure that a brand can be used free from interference, fashioning a trademark filing strategy that will ensure that a brand is clear to grow from inception, the constant evolution of social media and expansion into new and emerging markets—these are just some of the challenges faced by brands in sports.

Join our panel of experts to learn how having the right pieces in place is essential to the development and protection of brands in sports.

Moderator:
George Chan, Simmons & Simmons (Beijing) Intellectual Property Agency Company Limited (China)

Speakers:
Christopher P. Arena, NBA Global Merchandising Group (United States)
Dinisa Folmar, Nike, Inc. (United States)
Bruce B. Siegal, Collegiate Licensing Company, a division of IMG College (United States)
Daniel Zohny, Federation Internationale de Football Association (FIFA) (Switzerland)

Networking Break

Sponsorship and Sporting Events: Secrets about Getting and Staying in the Game

Learn the secrets to developing a successful protection program, including how to combat ambush marketing tactics and counterfeits while the world is watching. Panelists will discuss issues such as: compliance rules and the due diligence needed to avoid unpleasant surprises; data safeguards; how social media is changing the game; how (and why) a company becomes a sponsor; how registration strategies and enforcement efforts are coordinated among the parties (e.g., sporting event organizer, sponsor, etc.). Panelists will share their views about how the sponsorship of sporting events can be an important brand investment.

Speakers:
Mario Soerensen Garcia, Soerensen Garcia Advogados Associados (Brazil)
Joseph J. Ferretti, PepsiCo, Inc./Frito-Lay, Inc. (United States)
Jeffrey B. Gewirtz, Barclays Center I Brooklyn Nets I New York Islanders (United States)
Marianne Wüthrich, International Olympic Committee (Switzerland)

Networking Lunch

Keynote Address

Bruce M. Foucart, Director, U.S. National Intellectual Property Rights Center (United States)

Winning the Game: Sports Brands vs. Counterfeiters

The panel will cover enforcement issues that are unique to sports, including multi-location enforcement and enforcement around marquee sporting events (e.g., World Cup, Olympics, WrestleMania, Super Bowl, etc.). League representatives and law enforcement will have a robust discussion about what has worked and what hasn’t; current challenges; how to maximize enforcement efforts against piracy/counterfeiting on a sustained basis while targeting high-profile sporting events; how to work with governmental agencies around the world; and how enforcement programs have changed with the expansion of the online world and with technological advances.

Moderator:
Heather J. McDonald, Baker & Hostetler LLP (United States)

Speakers:
Virginia Cervieri, Cervieri Monsuarez & Associates (Uruguay)
Lauren Dienes-Middlen, World Wrestling Entertainment, Inc. (United States)
Tanya Fickenscher, Major League Baseball Properties, Inc. (United States)
Bruce Foucart, Director, U.S. National Intellectual Property Rights Center (United States)

Networking Break

The Cost of Counterfeiting

The loss of annual revenue in the European Union attributed to counterfeits is measured in billions of dollars. Hear from the Chief Economist of WIPO as he discusses the European Observatory studies with respect to the economic cost of IP rights infringements.

Interviewer:
Heather McDonald, Baker & Hostetler LLP (United States)

Interviewee:
Carsten Fink, World Intellectual Property Organization (WIPO) (Switzerland)

Sports Merchandising: Tried and True

Historically, sports merchandising licensing has been one of the most reliable sectors in the licensing industry. This session will address what companies and organizations in the sports sector are looking for in potential licensor-licensee relationships from both the licensor and licensee perspectives; how licensing structures differ across professional sports leagues; and the enforcement challenges inside and outside licensing relationships. Panelists will share their views about whether merchandising is still one of the most reliable revenue sectors in the sports-licensing industry.

Speakers:
Dolores DiBella, National Football League (United States)
Heidi Anderson, Fanatics, Inc. (United States)
Bruce B. Siegal, Collegiate Licensing Company, a division of IMG College (United States)
Jia Wang, NHL Enterprises, LP (United States)

Ask Me Anything

Panelists from the day’s sessions will be available to take questions from you. Registrants can ask the panelists anything—where they got their start, what was the best training they received, what keeps them up at night. It’s up to you as to what is discussed during this dynamic session!

Masters of Ceremony:
Ayala Deutsch, NBA Properties, Inc. (United States)
Virginia Cervieri, Cervieri Monsuarez & Associates (Uruguay)

Wrap-Up from Conference Co-Chairs

Pre-Annual Meeting Reception—New York

Conference attendees are being offered an expanded networking event and will join INTA’s Pre-Annual Meeting Reception, which is planned exclusively for those local members who wish to learn more about the 2016 Annual Meeting in Orlando, Florida, the world’s largest and most widely attended trademark event. We hope to see you there!

Registration and Information Desk Open

Networking Breakfast

Welcome Back by Conference Co-Chairs

Ayala Deutsch, NBA Properties, Inc. (United States)
Virginia Cervieri, Cervieri Monsuarez & Associates (Uruguay)

Image Is Everything

What laws govern the use of an athlete’s name, image and likeness? From whom can these rights be licensed? What are the key clauses for the sponsor and the athlete? What are the industry trends? How does a sponsor protect itself from scandals? This session will address these and many related issues arising out of athlete sponsorship and endorsement agreements.

Speakers:
Anthony J. Dreyer, Skadden, Arps, Slate, Meagher & Flom LLP (United States)
Ayala Deutsch, NBA Properties, Inc. (United States)
Lorenzo Litta, Società Italiana Brevetti (Italy)

Our Online World

With more than 40 percent of the world’s population engaging in activities on the Internet, the online environment represents significant opportunities and presents unique challenges. Speakers will discuss effective strategies for sports brands, content creators and players in this arena. The panel will navigate a wide variety of topics such as: social media considerations; licensing, distribution, counterfeit and gray goods issues; online monitoring and reputation management; search-engine optimization strategies; and the pluses and minuses of viral marketing.

Speakers:
Darren Trent Olivier, Adams & Adams (South Africa)
Melissa Brenner, NBA Properties, Inc. (United States)
Mario Soerensen Garcia, Soerensen Garcia Advogados Associados (Brazil)
Neil Morton, Everlast Worldwide, Inc. (United States)

Networking Break

Data Privacy, Digital Media and Marketing: Protecting Your Brand in the Digital World

Digital media is changing the way companies market. How do multinational organizations balance data privacy and other regulatory requirements as marketing campaigns migrate from traditional media to mobile devices and the “Internet of Things”? Dynamic marketing strategies and loyalty initiatives create opportunities to reach mass consumers but also bring on challenges with respect to compliant use of data. New technology, such as beacons and wearables, increases concerns about data privacy and security breaches, which can harm brand reputation. This session will help attendees traverse this new and rapidly changing frontier.

Speakers:
Cathy Lueders, MasterCard International Incorporated (United States)
Kenneth R. Florin, Loeb & Loeb, LLP (United States)
Sheryl Ann Yamuder, MasterCard International Incorporated (United States)

Networking Lunch

Crisis Management:  What to Do When It All Goes Wrong and How to Make It “Right”

What happens when a company or organization faces a crisis involving a fundamental threat to brand reputation and consumer perception? It is critical to move quickly and strategically in order to minimize the immediate impact on the organization’s bottom-line and the dilution of long-term brand value. Crisis situations typically arise from unanticipated circumstances and require a prompt and effective response plan. This session will address how to manage threats to sports brands before, during and after they have occurred. Panelists, including marketing and communications experts, will discuss issues concerning: the challenges and advantages of handling a brand crisis in the age of social media; how to maintain brand integrity and rebuild consumer confidence; the role brand lawyers can play in helping an organization navigate through a crisis; and best practices for dealing with a brand crisis from the perspective of sports organizations, sponsors and athletes.

Speakers:
Lorenzo Litta, Società Italiana Brevetti (Italy)
Melissa Brenner, NBA Properties, Inc. (United States)
George Chan, Simmons & Simmons (Beijing) Intellectual Property Agency Company Limited (China)
Matthew J. Hiltzik, Hiltzik Strategies, LLC (United States)

Marketing to Kids: Do’s and Don’ts

The youth demographic is often a vital audience for successful sports marketing campaigns. But unique business and legal considerations arise when part of the target audience is under the age of 18. This session will explore the do’s and don’ts of youth marketing, including issues relating to content and applicable regulations, standards and practices.

Speakers:
Anthony J. Dreyer, Skadden, Arps, Slate, Meagher & Flom LLP (United States)
Wayne J. Keeley, Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus (United States)

Networking Break

Contests/Giveaways/Sweepstakes: What Can I Say?

This flash session will include hotspots to watch out for when running contests and other popular prize promotions. You will be presented with various scenarios and have an opportunity to vote on the correct action/outcome.

Speakers:
Dolores DiBella, National Football League (United States)
Kenneth R. Florin, Loeb & Loeb, LLP (United States)

Closing Remarks and Thank you