Who Owns the Last Second? Patents, Technology, and the Rules of College Football
Fish Tank: Newsletter Volume 26, Issue 21
One second became a surprisingly complicated piece of technology, intellectual property and sports governance in the 2026 collegiate season opening game.
When Famous Phrases Fail to Function as Trademarks: Lessons from MLB’s PLAY BALL Application
MLB’s recent effort to register “PLAY BALL” as a federal trademark illustrates a fundamental principle of trademark law: even the most recognizable phrases may be ineligible for protection.
A Cautionary Tale on Trading Cards
Fish Tank: Newsletter Volume 26, Issue 18
The trading card industry is booming again – and what makes this moment different is not who holds the cards, literally and figuratively, but how the trading card space is rapidly evolving.
The World’s Cup: How Guinness Leveraged a Sporting Event into a Marketing Boom
As the 2026 FIFA World Cup comes to an end, the energy is palpable across the global marketplace. From limited-time campaigns to clever rebrands, companies are working overtime to align themselves with one of the most celebrated events on the planet.
The Great FIFA Cover-Up
Fish Tank: Newsletter Volume 26, Issue 17
Imagine paying millions of dollars for the naming rights to a stadium—only to have your brand hidden behind a giant white tarp. That’s exactly what happened to Levi Strauss during the 2026 FIFA World Cup.
Monster Energy Presents Big 12 Football
The Big 12 Athletic Conference made waves recently when it announced that it had finalized a multiyear deal with Monster Energy worth around $20 million.
Evolution of Conference Realignment
Recently, you may have noticed that college sports have begun to look very different than they used to – conference realignment has completely upended how we previously thought about college sports.
Catapulting into the Future of Sports and Wearable Technology
Wearable technology is quickly becoming commonplace across both collegiate and professional sports – but with this surge in data collection comes a host of legal considerations.
Will MLB Face Its First Major Work Stoppage in Over 30 Years? Legal and Economic Implications of the Next CBA
As the 2026 season unfolds, concerns are mounting that MLB and the Major League Baseball Players Association (MLBPA) could be heading toward their most significant labor dispute in decades.
NCAA Tournament Expansion: Why?
The NCAA has begun the process of expanding the men’s and women’s basketball tournaments and many people are asking themselves the same question: why?