Yesterday, April 26, we celebrated World Intellectual Property Day, and this year the World Intellectual Property Organization (WIPO) issued a direct challenge: “Ready, set, innovate.” As a Salvadoran and an Intellectual Property (IP) professional, I cannot help but watch a football match or a surfing final without thinking about what lies behind every play: not only talent, but also intangible assets that, if not protected, fade away.

The 2026 FIFA World Cup is just around the corner. A World Cup is not just about goals; it is an entire world full of Intellectual Property. From broadcasting rights that connect the world, to merchandise protected by registered trademarks, to the technological variety of balls protected by patents. Everything that draws us so strongly to sports is, legally speaking, an ecosystem of copyrights and industrial property rights, but at the center of this ecosystem are, above all, athletes as brands and image.

Today, figures such as Lionel Messi and Cristiano Ronaldo are corporations. They understood that their careers on the field have an expiration date, but their names as registered trademarks are timeless. They monetize their identity because they own their Intellectual Property.

Looking at our reality in El Salvador, we have role models who are already paving the way: Marcelo Arévalo in world tennis, Bryan Pérez in surfing, and Herbert Aceituno in powerlifting. But this raises a necessary question: are they protecting their personal brand with the same strength with which they represent our country?

As Intellectual Property lawyers, we are concerned to see how many of our athletes operate “in the air.” The most common mistake in El Salvador is believing that the brand belongs to the team or the federation. Athletes often overlook that their face, their name, and their story are their own commercial assets.

We sometimes think that an athlete’s success is measured only in medals, but as professionals in this field, we know that years of effort can be diluted in a one-page contract. Athletes must understand that their name is their only true asset.

At the end of the day, sports bring us together, but Intellectual Property ensures that this unity creates a sustainable future for those who inspire us.

Happy World Intellectual Property Day!