"Corinthians is the São Paulo club that's made the most trademark registrations with INPI in recent years"

Leaders League: What are the upcoming challenges and opportunities in the world of intellectual property? 
Interest in intellectual property has grown exponentially in Brazil of late, and in my opinion is about time! In other countries, such as the USA, France and England, companies in general, as well as liberal professionals and businessmen, have a culture of systematically seeking to legally protect their intellectual creations, inventions and trademarks. 

In Brazil, with the growth of social networks and the boom in online consumption due to the pandemic, the mentality of the large and small businessmen has changed. The number of applications for trademark registration has increased considerably at INPI, as businesses become more concerned about protecting the name of their websites, brands and symbols.

The major challenge now is to maintain this momentum, since, with the proper protection, the registered trademark becomes more valuable and increases in notoriety, which boosts the consumption of products and services in the internal Brazilian market of its owners, and avoids unfair competition.

In women's football, the growth of brands is closely linked to female empowerment, which goes beyond the world of sports

The importance of registering a trademark with INPI is clear since, without a validly granted registration, the trademark in question ceases to have extended legal protection and, consequently, loses monetary value.

There is no point in the entrepreneur/company using a trademark and publicizing it widely on social networks, websites, electronic media, and not having the properly authorized registration. Without this registration, there is no legal protection against piracy, or way to avoid the registration of similar trademarks with INPI by third parties. What's more, your ability to expand its area of commercial activity via licensing and/or sponsorship, is severely hindered.

Without trademark registration the opportunity for further growth for the company/entrepreneur is jeopardized. Therefore, the advice is simple: Always register your trademarks and inventions! 

You are currently the attorney in charge of the trademarks and patents area at Sport Club Corinthians Paulista (SCCP), the football club that registered most trademarks in Brazil last year. The women's team, for example, has been investing heavily in slogans such as "Respeita as Minas" and "As Brabas". How can these registrations boost the club's profile beyond the world of sports? 
Yes, Corinthians is the São Paulo club that's applied for the most trademark registrations from INPI (National Institute of Intellectual Property) in recent years. For me, trademark registrations of sports associations in general, as in other areas, are of utmost importance for the recognition and protection of the intellectual rights of their owners. 

Therefore, the logos, official names and nicknames of the clubs in the Corinthians family must be protected through their registration as trademarks with INPI. It is through these marks that the clubs/teams become identified and recognized by their fans, future sponsors, licensees, and consumers in general. And this is exactly the criterion I adopted for SCCP's trademark protection. 

For women's football, which has been on the rise for the last decade, the same rule applies. As I always say, "the brand is the soul of business!" The incentive for women's football to create new brands is even greater, since the sport is growing rapidly in popularity in Brazil and around the world. 

In women's football, the growth of brands is closely linked to female empowerment, which goes beyond the world of sports. Thus, women's sports brands have a broad capacity to develop commercial oportunities in fashion, beauty and accessories, etc.  

It is exactly for this reason that SCCP has invested in "feminine" brands to strengthen the identity of its women's team and expand the range of products related to them. The female world in motion!  Among such brands we can highlight Respeita As Minas and As Brabas.   

The advice is simple: Always register your trademarks and inventions!

Unfortunately there are still Brazilian sports associations that are not aware of the importance of intellectual property protection of their trademarks. The registration of the trademarks of men's and women's sports teams, as well as their nicknames, whether in football or in other sports, with the relevant authority, is an indispensible lever for team recognition among the general public.

The practice adds to the growth of the team/club and raises more notoriety with new sponsors, creating the expansion of brand protection into other sectors and related products, such as liesure apparel, sporting goods and the like, with the consequent growth in the consumer and licensing market. 

The SCCP sports association has about 331 trademarks registered with INPI, as part of a strategy of broad trademark protection, with new trademarks filed monthly. The growth is continual, due to the level of recognition and positive reputation the new trademarks accrue. 

SCCP's next step, which is already underway, is to apply for the high rename registration of the Corinthians trademark, at the INPI, evidently known throughout the land and internationally, to ensure it enjoys special protection in all fields of activity, as provided in Article 125 of Law No. 9279/96, which regulates rights and obligations relating to industrial property.