BAHRAIN Law and Practice Contributed by: Sultan bin Nasser Alsowaidi
5.3 Recognising Personality/Image Rights Bahrain does not generally recognise a standalone, codified “image right” in the same manner as certain other jurisdictions. Protection is typically achieved through a combination of contractual arrangements, intellectual property tools, and general legal pro - tections relating to privacy, reputation and unlawful exploitation. Practical Use in Sport Images and likenesses of athletes are commonly commercialised through sponsorship and endorse - ment agreements. Clubs and organisers often secure rights to use athlete images for promotional purpos - es through participation agreements, team rules and media policies, subject to any applicable restrictions. Disputes Disputes in this area are commonly framed as breach - es of contract, misuse of intellectual property, unfair competition or infringements of personal rights, depending on the facts and the nature of the unau - thorised use. 5.4 Protecting Personality/Image Rights Contractual Protection Since image rights are largely managed through con - tracts, carefully drafted clauses are central. Typical provisions address the scope of permitted use, chan - nels (broadcast, digital, social), territory, duration, and approval processes, together with restrictions on sen - sitive or conflicting endorsements. Legal Tools Rights-holders also rely on trade mark registrations (eg, names or stylised signatures), copyright in com - missioned content, and general civil remedies to address unauthorised exploitation, misrepresentation
5.5 Licensing Licensing is a core mechanism for monetising sports intellectual property in Bahrain. Licences may cover trade marks, broadcast footage, photographs, event branding, and athlete-related promotional content. Key Terms Sports IP licences typically address: • scope of rights and permitted uses; • territory, duration and exclusivity; • quality control and brand guidelines; • royalty structures or fixed fees; • approval rights and content standards; and • termination and enforcement mechanisms. Regulatory Considerations Licensing arrangements must also reflect any federa - tion rules on sponsor categories, conflicts of interest and competition integrity, together with general com - pliance obligations (including consumer and advertis - ing standards). 5.6 Assignment of IP Rights Ownership of sports-related IP often depends on who created the relevant work and the contractual frame - work governing production or employment. Federa - tions, clubs, athletes and third-party producers may each hold rights depending on the asset (brand, con - tent, data or creative materials). Assignment Practice Assignments are commonly used where rights- holders require full control of commissioned content (eg, event footage, promotional campaigns or digital assets). Agreements typically include: • a clear description of the rights assigned; • warranties on originality and non-infringement; • moral rights handling where relevant; and • further assurances and co-operation for registra - tions or enforcement. Risk Management Given the multi-party nature of sports content, careful chain-of-title documentation is important, particularly for commercial exploitation and cross-border distribu - tion.
or reputational harm. Enforcement Practice
In practical terms, enforcement may include cease- and-desist notices, platform take-down requests, and civil claims where commercial damage can be dem - onstrated. Remedies are often negotiated, given the reputational sensitivities common in sport.
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