BAHRAIN Law and Practice Contributed by: Sultan bin Nasser Alsowaidi
• data and privacy obligations; and • dispute resolution, often with platform-based
Relevant issues include: • lawful processing of athletes’ data (including sensi - tive medical/biometric data); • transparency and governance over automated decision-making tools; • IP ownership in AI-assisted content and analytics outputs; and • vendor risk allocation, warranties and cyber/secu - rity requirements. Governance and Ethics Sports bodies often address AI through internal poli - cies covering data access, consent, security and fair - ness. Practical adoption should balance performance benefits with athlete welfare and integrity concerns. 10.3 The Metaverse Metaverse-related activity in Bahrain is still emerging and is primarily explored for fan engagement, virtual events and digital merchandising. Legal analysis typi - cally relies on general contract, IP, consumer and data protection frameworks. Key issues include: • licensing of brands and content into virtual environ - ments; • protection against unauthorised use and counter - feits; • user data collection and platform privacy compli - ance; and • advertising standards and consumer clarity on virtual goods and services. Where projects proceed, rights-holders generally use phased pilots with clear contractual controls over IP, data use, revenue sharing and dispute resolution, supported by brand-protection monitoring in online environments.
enforcement options. Risk and Compliance
Consumer protection, advertising standards and online safety considerations are increasingly relevant, particularly where minors participate or where cross- border online platforms are used.
10. NFTs, AI and the Metaverse 10.1 Non-Fungible Tokens (NFTs)
NFT activity in Bahrain is generally treated as a com - mercial and IP-driven matter rather than a sports- specific regulatory category. Sports entities consid - ering NFTs typically focus on fan engagement, digital collectibles and new sponsorship activations, while managing legal risk through contract design and com - pliance controls. Common issues include: • ownership and licensing of underlying IP (logos, footage, athlete images); • consumer clarity on what is being sold (token own - ership v IP rights); • platform terms, royalties and resale mechanics; and • advertising and promotional compliance. Rights-holders typically use clear licence terms, brand-use guidelines, and take-down strategies against unauthorised minting. Given market volatil - ity, careful disclosure and reputational safeguards are important. 10.2 AI AI use is increasing in performance analysis, injury prevention, scouting, fan engagement and content production. In Bahrain, the legal treatment is generally framed through existing principles on data protection, IP, contracts and liability rather than bespoke sports AI regulation.
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