By Gabby Pacula
The second panel at the SCU Sports Law Conference last month provided an insightful exploration of the vital role attorneys play in representing major brands in the sports industry. The panel featured experienced in-house attorneys from The Coca-Cola Company, Lululemon USA, Inc., and adidas, all of whom shared their perspectives on business partnerships and the strategies essential for their companies’ long-term growth.
Navigating Global Marketing at Coca-Cola
Ryan Becker, Senior Legal Counsel for The Coca-Cola Company, emphasized the importance of maintaining a global perspective. Coca-Cola operates in over 200 countries, and Becker’s role involves supporting various operating units worldwide. Acting as the “connector” between the business client and the company, he negotiates deals with sports teams and talent, ensuring alignment with Coca-Cola’s strategic goals.
With nearly two million drinks sold daily, Coca-Cola faces intense market competition. Becker shared the way his team evaluates how specific assets fit into the company’s broader system and develops marketing initiatives that go beyond financial value. By identifying what additional benefits Coca-Cola can provide—whether in brand partnerships or consumer engagement—the company differentiates itself in a crowded marketplace. Moreover, Becker underscored the importance of understanding the regulatory landscape and staying informed about the company’s operational and financial details.
Intellectual Property and Brand Protection at Lululemon
Jenny Vo, Legal Counsel for Brand Protection at Lululemon USA, Inc., delved into her critical role in combating fraud and counterfeiting. Her work often involves collaboration with law enforcement and cybersecurity teams to target networks harvesting consumer data. Vo’s focus extends to protecting intellectual property (IP) and design rights by registering trademarks that enable Lululemon to enforce legal protections for their brand.
Beyond IP enforcement, Vo actively engages in the company’s production process to anticipate and mitigate issues such as counterfeit goods infiltrating supply chains. This proactive approach allows Lululemon to address potential reputational and financial risks early, ensuring a secure and trustworthy consumer experience. Additionally, Vo’s efforts to monitor trends and consumer interactions highlight the dynamic nature of brand protection, which requires a balance between innovative solutions and safeguarding brand integrity.
From Athlete to Attorney at adidas
Omar Salgado’s journey from professional athlete to Legal Counsel at adidas provided a unique perspective on the intersection of sports and law. Drafted into Major League Soccer (MLS) at sixteen and sponsored by adidas, Salgado’s career was deeply rooted in sports long before his transition to law. After an injury in 2021, he began studying law and eventually joined adidas as an in-house attorney. His responsibilities now include negotiating deals with influencers and celebrities and drafting sports marketing agreements.
Salgado’s athletic background allows him to empathize with the athletes and influencers he works with, offering insights into their priorities and concerns during contract negotiations. He described his role as a “support system” for the entire business, ensuring compliance and aligning deals with adidas’ strategic objectives. This athlete-driven perspective underscores the importance of understanding all stakeholders in sports marketing, particularly when crafting agreements that balance business goals with individual needs.
Key Takeaways: Attorneys’ Role in Strategic Growth
A recurring theme among the panelists was the importance of maintaining a “birds-eye view” of their companies to prioritize successful business development. Whether negotiating high-stakes marketing deals, enforcing IP rights, or advising on compliance, the panelists demonstrated how in-house attorneys act as integral partners in their companies’ strategic planning and execution.
For Coca-Cola, this involves leveraging its extensive global presence to innovate marketing strategies that resonate with consumers. At Lululemon, safeguarding IP and addressing fraud ensures the brand’s longevity and consumer trust. Meanwhile, adidas relies on Salgado’s unique athlete-driven perspective to enhance its sports marketing efforts.
In sum, the panel highlighted the multifaceted roles attorneys play in shaping the sports industry. Their expertise goes beyond traditional legal counsel, encompassing business acumen, strategic insight, and an unwavering commitment to their companies’ missions. These roles underscore the evolving nature of sports law and its critical impact on the industry’s future.
Gabby Pacula is a 1L student at Santa Clara University School of Law. Her interest in sports law stems from her time as a Division I rower at Colgate University.
