Companies that operate or are based in Asturias have a new avenue of support to protect and manage their intangible assets abroad. Through ASTUREX's International Legal Services in Origin program (a public body responsible for promoting the internationalization of Asturian businesses), in which Elzaburu has recently been approved, it is possible to access specialized advice on industrial property with public funding. This program is designed to support Asturian companies in their internationalization processes, facilitating access to key legal services in the area of ​​trademarks and patents. What do the industrial property grants in Asturias cover? The program allows co-financing of various legal services related to the protection and exploitation of industrial property rights in international markets. Specifically, companies can access: International protection of trademarks and patents: includes feasibility studies for registration in other countries, analysis of infringement risks and definition of protection strategies adapted to each market. Advice on industrial property disputes: covers the management of oppositions, defense against third-party actions and the assessment of legal risks, as well as the definition of response strategies. International portfolio management: includes the review, monitoring and maintenance of rights in different territories, as well as the preparation of reports on their status in target markets. Advice on contracts and commercial transactions: includes the drafting and negotiation of license, franchise, distribution or assignment of rights agreements related to intangible assets. Amount of aid: how much ASTUREX finances. Aid for industrial property in Asturias includes significant co-financing of legal services: Up to 60% of the cost for SMEs. Up to 30% for large companies. ASTUREX finances the cost of fees, in no case expenses related to registration fees or similar, with a maximum of €6.000 per project. Therefore, the investment needed to address international protection processes or defense of rights is significantly reduced, especially in the initial phases of expansion. How to apply for ASTUREX aid Access to the program is through the platform enabled by ASTUREX, where the company must formalize the project application and process the corresponding aid. As approved providers, at ELZABURU we can accompany you throughout the entire process, not only in providing legal advice, but also in managing the aid. This type of aid is configured as a useful tool for companies seeking to begin their internationalization process. Proper protection of trademarks and patents, as well as correct contractual structuring, are key elements to reduce risks and maximize the value of intangible assets in international markets.

Over the years, co-branding has become established as one of the most widely used marketing strategies by companies. Through this figure, many brands manage to position themselves in the market and gain recognition from consumers regarding their existence. In this article we delve into the secrets of co-branding, revealing everything you need to know to launch a product or service with two or more brands joining forces to create something unique and groundbreaking. Discover the keys to making the most of this formula that is revolutionizing the market and learn about the fundamental aspects you should consider before embarking on a successful collaboration. What does cobranding consist of? From a legal perspective, cobranding cannot be approached solely as a marketing or communication action, since behind every collaboration between brands there is a network of industrial and intellectual property rights, contractual obligations and legal risks that should be identified and properly regulated from the beginning, in order to avoid possible conflicts in the future. As a starting point, it is essential to understand what cobranding consists of. This is a temporary strategic alliance in which two or more companies work together and integrate their brands to develop and present a common product, service, or campaign. This collaboration is based on the creation of a joint proposal, aligned with the essence of each brand, while preserving each one's own identity. It's not just about placing two brands next to each other, but about developing a common proposal that leverages and enhances the strengths of each one. The growing presence of this strategy can be seen in numerous collaborations, such as the one that recently took place in the universe of the Bridgerton series, which has led to various co-branding actions through agreements with brands from different sectors. Specifically, the launch of limited-edition personal care products (Dove), jewelry collections inspired by the series (Pandora), themed food products (Jeni's Ice Cream), or capsule collections in the field of cosmetics (NYX Cosmetics). This type of initiative reflects the commercial reach of co-branding and highlights the need to analyze its legal implications. The main types of cobranding In practice, this strategy has developed various types of cobranding, depending on how and for what purpose the brands involved are used: Ingredient cobranding This occurs when a brand integrates a component, material or technology into a product of another brand, which acts as a guarantee of quality or innovation, in order to add technical value to the product or service. A clear example of this type of co-branding is the collaboration between Milka and Oreo, where Oreo cookies are integrated as a main ingredient in Milka chocolate tablets. Co-branding in communication involves the joint use of brands for communication or promotional actions, without necessarily being integrated into a common product or service. It is usually done in temporary collaborations aimed at advertising campaigns or joint marketing actions to increase visibility and sales in the short term. An example of co-branding in communication would be McDonald's and Coca-Cola; these brands have carried out many joint advertising campaigns for decades. In these campaigns, they have worked together to promote the experience of enjoying a meal at McDonald's with a Coca-Cola. Although they did not create a product, the collaboration in advertising and promotions has been constant, using both logos in advertisements and promotions in restaurants. Another example would be the collaboration between Samsung and Iberia in the "Welcome aboard Galaxy Note 8" campaign, rewarding the loyalty and trust of Spanish passengers who traveled on one of Iberia's flights with a Samsung Galaxy Note 8 mobile phone. Product or service co-branding occurs when companies collaborate to develop innovative products or services or special editions that integrate a specific design, technology, or other creative elements; the aim is to generate differentiation and added value through innovation and creativity. In this case, the brands are used together on the same product or service, usually visibly on the product itself or in its commercial presentation. The collaboration between Lego and Ferrari to create a series of Lego sets that allowed the construction of scale models of Ferrari cars, such as the Ferrari F40, and the collaboration between Disney Pixar and Waze, in which iconic voices from films were used to guide users, generating an immersive experience and joint promotion, are clear examples of co-branding of this type. Legal nature of cobranding From a legal point of view, cobranding should be classified as an atypical business collaboration contract, as it is not expressly regulated in the Civil Code or in commercial legislation. Its validity is based on the principle of autonomy of the will of the parties enshrined in article 1255 of the Civil Code, provided that said contract is not contrary to the law, morality or public order. However, this type of contract has elements typical of other forms, especially trademark licensing agreements, but also collaboration agreements. Unlike a brand licensing agreement, in which a company grants the rights to use its brand to another company in exchange for financial compensation, co-branding involves active collaboration between two or more brands in the design, production and/or promotion of a product or service, in order to create added value and offer a differentiated experience to the consumer. In relation to collaboration agreements, co-branding is a type of collaboration with the peculiarity that companies jointly use their brands in the same product, service or advertising campaign. Co-branding can be formalized through a joint venture or a cross-licensing agreement. In the first case, ...Read more

In the evolution of intellectual property legislation in Spain, Royal Legislative Decree 1/1996, of April 12, whose promulgation marks its 30th anniversary today, is a perfect example of the phenomenon that has plagued this discipline in recent times. We are faced with a system in constant revision, whose laws lack the most basic aspiration of any legal norm: durability. It is worth remembering that this is the Consolidated Text of the Intellectual Property Law, which repealed, barely nine years after its promulgation, the landmark Law 22/1987, of November 11; the latter, in turn, had ended more than 100 years of the reign of its predecessor, the historic Law of January 10, 1879. The 1987 Law would not prove to be so long-lasting. In its nine years of existence, before reaching its majority, the Law had undergone no fewer than five amendments to its articles and up to eight external legislative developments. It is therefore not surprising that the legislator opted for the well-worn formula of a consolidated text to try to harmonize and give an appearance of cohesion to the legal system. Nothing objectionable, of course. What is paradoxical, however, is that the 1996 Consolidated Text did not provide intellectual property with the veneer of stability (that is, legal certainty) that everyone expected. Because the truth is that the Consolidated Text, since its promulgation in 1996, has been subject to no fewer than 22 legislative reforms (to modify, repeal, or add provisions) and more than 11 regulatory developments. In this convoluted evolution, intellectual property has tasted, with or without enthusiasm, every possible recipe on the extensive menu offered by the national legislative landscape (Laws, Royal Decree-Laws, Legislative Decrees, Decrees, Ministerial Orders) and international legislation (WIPO/WTO Treaties and European Union Regulations/Directives). It has also been subject to corrective action through appeals for annulment before the Supreme Court, appeals of unconstitutionality before the Constitutional Court, and preliminary rulings before the Court of Justice of the European Union. It has lacked nothing. After the transposition of the latest Directive on copyright in the digital single market by Royal Decree-Law 24/2021, one might think we have entered a period of regulatory calm. But let's not be naive. On March 10, 2026, the European Parliament adopted a report entitled “Copyright and Generative Artificial Intelligence: Opportunities and Challenges,” which is essentially a call for European Union regulatory action in a field fraught with unknowns. So, the birthday present for the Consolidated Text of the Intellectual Property Law on its 30th anniversary could very well be the announcement of… new reforms! We'll be here to tell you all about it. Mabel Klimt, Managing Partner of Elzaburu

April marks World Intellectual Property Day on the calendar, which this year focuses on sport as an engine of innovation and economic development. In this context, basketball has established itself as a clear example of how a sport can transcend competition to become an ecosystem of intangible assets. To delve deeper into this reality, we spoke with Blanca Palacín, a lawyer in the trademark area at Elzaburu, about the role that intellectual property plays in this industry. How does basketball contribute to the development and protection of intellectual property in sport? Basketball is playing an important role in the development and protection of intellectual property in the sports field, serving as a key example of how intellectual property rights are used to protect and market intangible assets. The NBA pioneered an economic model based on the exploitation of audiovisual rights, brand protection, and merchandising licenses, which is managed globally and generates large revenues. This practice has encouraged other sports leagues to adopt similar approaches, creating complex legal structures to protect content and brands internationally, ensuring the exclusivity of rights and preventing their unauthorized use (such as illegal streaming or the sale of counterfeit products). In short, basketball contributes to the development of intellectual property by generating valuable brands (teams, leagues, players, etc.), relying on audiovisual rights for its financing, and requiring legal protection to prevent misuse of distinctive signs and content. What intangible assets are most valuable in basketball from a legal perspective? Currently, the most valuable assets in the basketball industry are primarily audiovisual rights, brands, player image rights, and sports data and analytics technology. Audiovisual rights: The rights to broadcast matches and related content are a crucial source of income, which are protected by copyright and exploitation contracts. Trademarks Leagues, federations, teams and players register trademarks to protect their image and generate income, either on their own behalf or through licensing. The marketing of sports brands is one of the main sources of income for the industry. Some examples of trademarks registered with the European Union Intellectual Property Office (EUIPO) include: Euroleague, Liga U, VALENCIA BASKET or Santi Aldama. Furthermore, sponsorship from other brands plays a crucial role in the economic ecosystem of sport, helping to improve the brand image of both the sponsors and the league, team or player in question. Endesa's sponsorship of the ACB and the Women's League is a clear example of how a brand can link its image to a sports league. Image rights The exploitation of players' images is a fundamental asset in all sports, including basketball. They allow control of the commercial use of the name, face and other identifying features. Technology: Data protection and technology in basketball have become increasingly important in recent years due to the growing use of big data, advanced technologies, and performance analysis. These tools not only help improve the game and the fan experience, but also create valuable assets that require adequate legal protection to prevent unauthorized use, information theft, and illicit exploitation. Its use is primarily regulated by license agreements, copyright, and personal data protection regulations. Why do basketball players register their name or logo as a trademark? Registering players' names, celebrations, or iconic gestures as a trademark grants them, on the one hand, an exclusive right of use and, on the other hand, allows them to prevent unauthorized use by third parties. This exclusive right not only protects their commercial identity, but also gives them control over its economic exploitation, thus ensuring continuous income that goes beyond their sporting career, even after their retirement. Players like the Gasol brothers or Santi Aldama have registered distinctive signs linked to their identity, consolidating their legacy both on and off the court. Is basketball an intellectual property industry as well as a sport? Undoubtedly, basketball has become a true intellectual property industry, as its economic value depends largely on intangible assets such as brands and audiovisual rights. The exploitation of these rights on different platforms, video games or merchandising demonstrates that basketball transcends sports to become a global business based on the creation and management of intellectual property. Conclusion: from the parquet floor to the intangible. Basketball reflects how the sport has been progressively incorporating an economic dimension increasingly linked to intangible assets. Beyond competition, the generation, protection and exploitation of intellectual property rights are now an essential part of its development and sustainability. In this environment, the correct legal management of trademarks, audiovisual rights, technology or image rights is key to maximizing the economic and reputational value of clubs, leagues and athletes. As in other innovation-intensive sectors, intellectual property not only protects, but also structures the business model.   At Elzaburu we support companies, sports entities and professionals in the identification, protection and strategic exploitation of their intangible assets, adapting each strategy to an increasingly global and competitive environment.

Every year on April 26, World Intellectual Property Day is celebrated, an initiative promoted by WIPO to highlight the role of innovation, creativity and intangible assets in different economic sectors. In 2026, the celebration revolves around the theme “IP and sport: ready, set, innovate!”, focusing on how intellectual property drives technological development, creativity and brand strategies in the sports world. Professional sport is an ecosystem where patents, industrial designs, trademarks and copyrights converge. For this reason, we wanted to delve deeper into the case of Joma and its colored football boots, an innovative approach that broke with the traditional aesthetics of football. Football dominated by the color black For much of the 20th century, football boots were very similar: black, sober and functional. The priority was on the material's resistance and on athletic performance. In that context, the idea of ​​introducing color into football boots seemed, to many, little more than an extravagance. However, Fructuoso López, founder of Joma, decided to opt for a different vision: to break the monochrome of football and turn sports footwear into a visually distinctive element. The origin of the revolution: “Color in Football” From his vision was born the campaign “Color in Football”, in the mid-nineties. The idea was to launch boots that departed radically from traditional black. The first ones were white boots, followed shortly after by models in more striking colors such as red. To promote them, the brand turned to two players with great potential in Spanish football: Alfonso Pérez and Fernando Morientes. In an era when all players wore black footwear, the visual effect was immediate, as the player stood out in every play, every television replay, and every photograph of the match. The boots did not change their structure or materials (many were made of kangaroo leather), but the simple change of color completely altered the perception of the product. Initial skepticism turned into later success. At first they encountered countless barriers. Many stores were reluctant to sell them, convinced that no one would want to play with colored boots. In fact, to generate initial visibility, the brand even gave away some pairs to be displayed in shop windows. There was also criticism from the sports world. Some journalists questioned the aesthetics of the product, and the national team coach at the time even joked that defenders could more easily see the player wearing white boots. However, the gamble paid off and the boots stood out on the field, becoming an easily recognizable element on television. Young fans wanted to imitate them and, almost immediately, everyone knew that those boots were from Joma. The innovation wasn't just aesthetic: it was also an extremely effective marketing strategy. The media impact of the campaign The impact of this innovation was especially notable when considering the context of the time. In the late nineties there were no social networks or viral digital campaigns, so dissemination depended mainly on television, the sports press and visibility at matches. Even so, the colored boots became a media phenomenon. Cover appearances, commentary on broadcasts, and growing demand among fans solidified the product as one of the brand's biggest successes. Marking a turning point in the design of sports footwear. Innovation, brand and differentiation in sports From the perspective of industrial property and marketing, the case of Joma illustrates several key aspects of how value is built in the sports sector: Product innovation Although the technical structure of the product did not change radically, aesthetic innovation allowed the market to be redefined. Brand strategy: Color became a distinctive element that allowed for quick identification of the product's business origin. Media visibility: The fact that high-profile players used the product amplified its impact and reinforced its recognition. Imitative effect in the industry: After the initial success, other brands began to introduce their own models of colored boots, consolidating a trend that is now completely commonplace. Intellectual property and sport: innovation on and off the field. The Joma case reflects how innovation, creativity and brand strategy can redefine an industry. From patented materials in sports equipment to industrial designs, trademarks or image rights, intellectual and industrial property plays an essential role in the development of the sports industry. In a global market where sport is intertwined with fashion, media, entertainment and consumer goods, adequately protecting these intangible assets is key to driving innovation and consolidating the positioning of companies.

The Spanish Patent and Trademark Office (OEPM) has closed 2025 with a particularly relevant figure for the national innovation ecosystem: a total of 92.569 applications for Industrial Property titles, the highest figure in the last ten years. This volume confirms the sustained growth trend recorded in recent years and reflects an increasingly intensive use of legal protection tools for intangible assets by companies, entrepreneurs and innovation centers. National brands: the engine of growth in Industrial Property The main impetus comes from the trademark field. During 2025, 57.158 national trademarks were applied for, representing an increase of 11,5% compared to the previous year. This growth is accompanied by a 4,3% increase in renewals of existing brands, an indicator that shows greater continuity in the management of trademark portfolios. Meanwhile, international brands maintained similar figures to those of 2024, with more than 2.000 applications, which points to a stability in the interest in protecting brands with global reach in the Spanish market. Evolution of trademark and domain name applications. Source: OEPM Slight increase in patent applications in Spain In the technological field, national patents reached 1.361 applications, exceeding the records of the previous year by more than 11%. Including PCT applications in the national phase, the figure rises to 1.450. Although the absolute volume remains moderate compared to other European countries, the growth reflects a positive evolution of the technical innovation protection system in Spain. Stability in utility model applications Utility models also registered a slight increase of 1,7%, reaching 2.886 applications —2.923 including PCT applications in the national phase—. This modality remains relevant as an agile tool for the protection of technical improvements, especially in industrial sectors where speed in obtaining the right is crucial. European patent validations in Spain: a consolidated market A significant piece of data from the report is that relating to European patent validations in Spain, which reached 23.295 applications. Although the number has decreased slightly compared to 2024, it remains above the levels recorded in 2022 and 2023, confirming the position of the Spanish market as a relevant destination for technological protection from the European environment. Evolution of patent and utility model applications. Source: OEPM Industrial design protection continues to experience the greatest growth Regarding industrial designs, the growth was particularly noteworthy. In 2025, 16.032 designs were requested, 14,8% more than the previous year, consolidating an upward trend that has been maintained in recent years. This increase reflects the growing importance of protecting the aesthetic appearance of products within business strategies that are increasingly focused on visual differentiation and design value. Evolution of industrial design applications. Source: OEPM Trends and perspectives in Industrial Property Overall, the OEPM figures reflect a consolidation of growth in the protection of intangible assets, with different dynamics depending on the modality. The sharp increase in national brands and industrial designs points to a business fabric increasingly focused on differentiation, corporate identity and the value of design as a competitive element. At the same time, the growth in patent applications confirms a positive trend in the protection of technical innovation, although the volume still shows room for development when compared to other European markets. The report thus paints a picture in which industrial property is increasingly integrated structurally into business strategy, not only as a legal tool for protection, but also as a key element to strengthen competitiveness and support the growth of the Spanish innovation ecosystem. Applications for Industrial Property titles in Spain, 2025. Source: OEPM

Artificial intelligence (AI) has ceased to be a technological experiment and has become part of the daily lives of legal professionals. From case law research to contract analysis, AI-based tools have been integrated into law firms' work, changing the way information is organized and advice is delivered. But its incorporation forces us to rethink what it means today to practice law with rigor, transparency, and efficiency. The Madrid Bar Association has developed an ICAM Guide to Good Practices for the Use of Artificial Intelligence in the Legal Profession, which we summarize in this article and which can help us make responsible use of artificial intelligence in the legal field. 1. Understand before applying The first mistake is to delegate tasks to AI without knowing how it works. Before introducing any tool, it's important to understand what it does, what its limitations are, and in what scenarios it truly adds value. Technological literacy becomes an essential skill for the modern lawyer: knowing what biases a model can carry, how its results are trained, and what risks its use entails. 2. Identify appropriate tasks Not everything can or should be automated. AI has already proven useful in functions such as document classification or legal text summaries. However, other activities—for example, interpreting regulations or defining a procedural strategy—require human judgment and should not be outsourced to an algorithm. The golden rule: Use technology to gain agility, without compromising the quality of advice or client confidentiality. 3. Building a Hybrid Professional Culture Today's lawyer needs to master both legal and technological language. This involves training teams, establishing usage protocols, and fostering a culture where AI is seen as a support, not a substitute. It's about combining legal precision with technical knowledge to strengthen customer confidence. 4. Establish internal governance Integrating AI into a firm requires defining responsibilities and controls. What tools are authorized? Who audits your results? How is the traceability of information guaranteed? Answering these questions is not a bureaucratic procedure, but rather a measure of professional and reputational protection. A mistake in this area not only creates legal risks, it can also seriously affect the firm's credibility. 5. Complying with the new regulatory framework The European Regulation on Artificial Intelligence (AI Act) marks a turning point. Establish risk categories, require transparency, and document decisions made using AI systems. For law firms, this means auditing tools, assessing risks, and assuming that responsible technology management is part of professional due diligence. 6. Expanding Client Advice The impact of AI is not only reflected in internal practices: it also changes what clients demand. Companies across all sectors use it in recruitment, staff selection, and data management processes. The lawyer must translate technological risks into legal risks and ensure that solutions are explainable and auditable. This function goes beyond the norm: it is about preserving trust and reputation. 7. Exercise ethical judgment Speed ​​cannot sacrifice rigor. Every decision about the use of AI must be documented and communicated honestly. Professional ethics, in this context, are demonstrated both in the arguments presented and in the way technological tools are used.   Artificial intelligence is no longer a "possible future," but a reality in the workplace. Its responsible use requires knowledge, prudence and strategic vision. More than a threat, it's an opportunity: to modernize legal practice without abandoning the values ​​that have always defined the profession. Mabel Klimt, managing partner.

Cultural and folklore festivals are meeting places that promote cultural diversity and merge historical traditions with contemporary artistic expressions. From live music to graphic design, performing arts, audiovisuals, and traditional expressions, intangible assets are a fundamental pillar of these festivals, making these events high-risk legal scenarios if appropriate preventive measures are not adopted. Implementing an efficient intellectual property strategy is not only crucial to protecting the interests of organizers and participants, but also contributes to the protection of the festival's culture, sustainability, and recognition. In the following article, we present five key elements you should consider in your strategy for protecting and exploiting intangible assets if you are thinking of organizing a cultural or folklore festival: 1. Trademark Protection: Registering the Festival Name and Logo The first step in protecting intangible assets is trademark registration. Both the festival's name and logo are distinctive signs whose protection is essential to prevent unauthorized uses that could harm the event's reputation or cause confusion among the public. In addition, it is advisable to acquire the corresponding domain and create official profiles on social networks. 2. Copyright: Licensing and Assignment of Creative Content Cultural festivals involve the intensive use of copyrighted works: music, videos, stage performances, visual arts, among others. Therefore, it is essential that organizers formalize agreements with rights holders or their representatives. These contracts must specify the terms of use of the works, including the duration of the assignment, the authorized territory, the means of exploitation, and any financial compensation. 3. Sponsorship Agreements: Regulating the Use of Protected Brands and Content Sponsorships represent a crucial source of funding for these types of events, but they also involve the shared use of brands and other intangible assets, which requires clear and detailed regulation. Sponsorship contracts must stipulate the terms of use of the brands, as well as any licenses for copyrighted works used in promotional activities. Likewise, it is advisable to establish control and supervision mechanisms in the organization, creation of advertising, and holding of the event to ensure the correct use of sponsor and organizer brands. Respect for the intellectual and industrial property rights of third parties. 4. Image and recording rights management: public and media notices At cultural events, the capture of images and sounds is common. However, when the event involves works protected by copyright or image rights, clear guidelines regarding image and reproduction rights must apply. Organizers must post notices at the venue informing the public and media about the permitted purposes for recording and distributing content. In addition, they must also ensure compliance with these regulations to protect the rights of creators and maintain the integrity of the event. 5. Respect for cultural expressions Another aspect to take into account is respect for traditional cultural expressions, typical of traditional communities that form part of the cultural identity and that have been transmitted from generation to generation. It must always be ensured that there are no misuses of cultural expressions. Turning Culture into Value: Risks and Opportunities of Intellectual and Industrial Property in Events Organizing festivals involves both exposure to risks—such as piracy, counterfeiting, and misappropriation of content—and the potential to generate economic and reputational benefits through proper management of intellectual and industrial property. A preventative strategy not only protects organizers against potential infringements, but also allows them to maximize the use of intangible assets through licensing or controlled transfer, transforming cultural value into real development opportunities. At Elzaburu, we assist organizers, rights holders, and public and private entities in the design and implementation of legal strategies that guarantee effective protection of industrial and intellectual property in all types of cultural events. Our team of experts allows us to offer a service that guarantees the protection of the value of intangible assets and contributes to the sustainable development of culture.   Cristina Espín, Senior Associate in the Legal Area (Business and Contracts) at Elzaburu.