BELGIUM Law and Practice Contributed by: Sven Demeulemeester, Willem-Alexander Devlies and Daan Buylaert, ATFiELD
Formula 1’s Belgian Grand Prix hosting deal In a groundbreaking move, Formula 1 introduced its first rotational hosting agreement in Decem - ber 2024. Under this six-year contract, the Bel - gian Grand Prix will take place four times, allow - ing for a more flexible and diverse race calendar. Technological Advancements and Sports Innovation Belgium continues to be a hub for sports tech - nology and innovation. SportsTech Belgium initiatives Launched in June 2024, SportsTech Belgium’s new innovation season features a series of key- notes, panels and the unveiling of the Sports - Tech Belgium Innovation Challenge 2024. This initiative aims to foster collaboration and growth within the sports technology sector. Belgian Pro League’s data innovations Partnering with companies like Hudl and StasPerform, the Belgian Pro League has invested in advanced data and tracking solu - tions. Teams across men’s, women’s and youth football will have access to high-quality sports data and enhanced analysis capabilities. These developments underscore Belgium’s dynamic and evolving sports industry, marked by strategic investments, innovative partner - ships and a commitment to technological advancement. 5. Intellectual Property, Data and Data Protection 5.1 Trade Marks How to Register Trade Marks in Belgium Local trade marks in Belgium are registered through the Benelux Office for Intellectual Prop -
erty (BOIP), as Belgium is part of the Benelux region alongside the Netherlands and Luxem - bourg. The process includes the following steps. • Conducting a trade mark search – before applying, it is advisable to check the BOIP Trade Marks Register to ensure no similar marks exist. • Filing an application – applications can be submitted online via the BOIP website. The applicant must provide details such as the mark itself, the goods/services it will cover (classified under the Nice Classification sys - tem), and the applicant’s details. A filing fee applies. • Examination and publication – BOIP exam - ines the application for formalities and publishes it in the Benelux Bulletin. Third parties have two months to file opposition if they believe the trade mark conflicts with their existing rights. • Registration and protection – if no opposition is filed, or if disputes are resolved, then the trade mark is registered and granted protec - tion for ten years, and is renewable indefi - nitely. In addition, EU trade marks, registered via the European Union Intellectual Property Office (EUIPO), grant protection in all EU member states, including the Benelux region. What Cannot Be Protected in Belgium? Certain trade marks are ineligible for registra - tion, or if registered, shall be liable to be declared invalid, including the following. • Generic or descriptive terms (eg, “Best Foot- ball Club” for a football team). • Misleading or deceptive marks (eg, suggest - ing a false origin or sponsorship).
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