At the very American intersection of collegiate athletics and professional sports, lies name, image and likeness. Taking a page out of Matthew McConaughey’s new playbook, the best defense against AI deepfakes may be a good offense with federal trademark registration. What does this bold move mean more globally for entertainment stars, influencers and personal branders seeking protection beyond current right to publicity regimes? Whatever is next in the world of the ‘new and the next,’ Director Squires will recount how America’s Branding Agency is stepping up to meet the moment and empower those brave enough daring to tame the new frontier of NIL and Trademarks.