The EUIPO recently launched a campaign known as Play Fair, aimed at fans of major sporting events like the European Football Championship and the Olympics in Paris. This initiative encourages viewers to watch official broadcasts and buy authentic equipment, rather than turning to illegal streams or fake products.
According to research conducted by the EU agency, millions of Europeans are involved in unauthorized streaming of sports events and the purchase of fake sports gear. In particular, young people aged 15 to 24 engage in this behavior at higher rates, with 27% accessing sports content from illegal sources. This problem is particularly prevalent in countries like Croatia and Bulgaria, where significant portions of the population indulge in illegal sports streaming.
The report highlights that streaming is the most common method for accessing illegal TV content, with 58% of piracy happening through this method and 32% through downloading. Additionally, the counterfeit sports equipment industry faces heavy annual losses, contributing to the larger issue of counterfeit clothing sales totaling 12 billion euros per year in Europe. Operation Fake Star, a coordinated effort to combat counterfeit goods, led to the seizure of millions of fake sports items across Europe.
The EUIPO emphasizes that respecting intellectual property rights is crucial for promoting fair play and ensuring the sustainability of sports for future generations. By consuming official broadcasts and purchasing licensed products, fans can play an important role in supporting athletes’ development and promoting ethical practices within the industry. The agency’s executive director highlighted this message during major sporting events such as those taking place this summer.
In summary, EUIPO’s Play Fair campaign aims to raise awareness about unauthorized streaming and counterfeiting in sports and encourage fans to support legitimate sources while promoting fair play within the industry.
