Segni distintivi di sportivi e squadre sportive: alcuni casi, vecchie e nuove questioni

This paper examines problems concerning the regulation of distinctive signs used in the sporting activity and registered as trademarks. In the first part, the trademarks of organizations engaged in the sporting activity are examined; in the second part, trademarks consisting of the name or representation of persons practising sport and exploiting their reputation to brand products are examined. Particular attention is paid to the new means of exploiting fame through new technologies.