Brela urges athletes to register intellectual property to

Tanzania's Business Registrar and Licensing Agency (BRELA) has launched a targeted campaign encouraging athletes to formalise their intellectual property (IP) rights—a critical but often overlooked avenue for revenue diversification in East Africa's growing sports economy. The initiative underscores a fundamental gap: many Tanzanian athletes generate substantial market value through their names, likenesses, and performance brands but capture minimal financial returns due to unprotected intellectual assets.

## Why Do Athletes Need IP Registration in Tanzania?

Intellectual property protection for athletes extends beyond copyright and trademarks. It encompasses personality rights, image licensing, merchandise authorisation, and sponsorship exclusivity agreements. Without formal registration, athletes forfeit legal recourse against unauthorised use of their names or likenesses—a common problem in developing markets where IP enforcement remains weak. BRELA's push reflects growing recognition that formalised IP creates enforceable rights, enabling athletes to negotiate higher sponsorship deals, control merchandise production, and license their brands to third parties.

Tanzania's sports sector has matured significantly. Football, athletics, and boxing generate considerable domestic and international interest, yet most athletes lack structured IP strategies. The economic cost is substantial: unregistered athletes cannot prosecute counterfeit merchandise, block unauthorised endorsements, or secure exclusive licensing agreements. BRELA's campaign directly addresses this market failure.

## How Does IP Registration Create Revenue Streams?

Formal registration transforms an athlete's brand into a tradeable asset. Once registered, athletes can licence their names and images to apparel manufacturers, sports drinks, and financial services—standard practice in mature markets like South Africa and Kenya. Tanzanian athletes registering trademarks for their personal brands gain exclusive commercial rights, enabling them to authorise (or refuse) product associations and charge licensing fees. Registration also strengthens sponsorship negotiations: brands prefer partners with clear, enforceable IP ownership.

The registration process through BRELA is straightforward: athletes file trademark applications for their name, logo, or catchphrase, submit identity documents, and pay registration fees (typically TSh 200,000–500,000 depending on class and complexity). International registration via the Madrid Protocol extends protection to major markets—critical for athletes with pan-African or global sponsorship ambitions.

## What Are the Regional Market Implications?

East Africa's sports sponsorship market is expanding, with multinational brands increasingly targeting regional athletes. However, IP disputes remain frequent: unauthorised merchandise, fake endorsements, and image theft cost Tanzanian athletes millions annually. BRELA's initiative aligns with broader African IP modernisation efforts, mirroring Kenya's aggressive IP awareness campaigns and Rwanda's tech-sector IP reforms. As Tanzania positions itself as a regional sports hub, formalised athlete IP frameworks enhance market credibility and attract international investment.

For investors, this signals opportunity: sports management firms, IP legal services, and athlete representation agencies face growing demand. The gap between current IP registration rates (estimated <15% among professional athletes) and potential (>70% in mature markets) represents significant untapped value.

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