Protecting a Sports Celebrity’s Goodwill in Personality in Australia

Abstract

A sports celebrity's fame -her 'personality' -is commercially valuable for marketing products and services. Developments in the law suggest there are good reasons for trademarking a celebrity's image. The law needs to be applied within clearer boundaries and offer more certainty in this area. Today, the practice of trademarking celebrity image complements the tort of passing off in protecting goodwill in a celebrity's personality.