The new general manager of the European Union Intellectual Property Office (EUIPO) is João Negrão. He is leading an organization based in Alicante that already holds a strong, central role in the EU’s intellectual property landscape. With a staff of about 1,300 and a budget surpassing 500 million euros, EUIPO handles roughly 300,000 applications each year for trademarks and designs. Since taking the helm last October, Negrão has indicated a desire to see the office broaden its leadership beyond its current scope and even to influence broader EU governance. He believes EUIPO should grow in influence to help shape the continent’s economic future with expanded powers and responsibilities.
One of Negrão’s early priorities as head of EUIPO is to implement new geographical indications for craft and industrial products. Brussels recently approved this initiative, which will substantially increase EUIPO’s workload. Negrão has argued that the body should also assume oversight of agricultural and food product indications and could, in the future, manage a unitary copyright system across the entire EU if member states and institutions decide to establish it. This vision aligns with the European Commission’s broader mission to strengthen the protection and management of intellectual property across the Union.
This message was delivered during a public forum hosted by the business community and academic institutions in Alicante, a gathering moderated by Tony Cabot, director of the club organizing the event. The forum brought together figures from industry, academia, and the local economy to hear Negrão’s plans and reflections on EUIPO’s evolving role.
In addressing the audience, Negrão recalled EUIPO’s origins in 1994 with a handful of officials and noted the early expectations were modest. Despite that, the agency has grown to a central place in the EU’s trademark and design registration system, with the possibility of a unified registration that would cover the whole union. The first year alone could see tens of thousands of new applications as the system expands.
EUIPO’s growth has continued since 2012, when the agency also took on the Observatory on IP Rights Violations and began coordinating EU cooperation programs in intellectual property with a broad network that includes China, numerous African and Latin American countries, the Caribbean, and other EU members. This broader role underscores the trust placed in EUIPO by the European legislator, the Council, and Parliament to handle more complex IP issues across borders.
Looking ahead, Negrão envisions adding governance responsibilities that would further integrate EUIPOs with EU policy on intellectual property. New protected geographical indications for craft and industrial products were approved after a lengthy process. This framework would permit protected names for specific regional products—examples include traditional confections or regional crafts—designating beneficiaries that meet strict criteria.
When questioned about the organization’s future, Negrão underscored the idea that EUIPO should continue to take on new responsibilities. He noted that it would be logical for the Commission to oversee agricultural geographical indications through its delegations, complementing existing procedures. His stance is that if industry thrives, agriculture should also have a clear, unified governance. He also acknowledged the possibility that the Twenty-Seven might adopt new mechanisms in the future, including a broader unitary copyright regime for the EU. He stressed that EUIPO should be the focal point for addressing this right across the union.
At present, copyright protection remains fragmented, with each member state managing its own framework. This contrasts with centralized approaches seen in other major markets like the United States.
Fighting piracy
Beyond expanding EUIPO’s remit, Negrão called for stronger cross-border cooperation to combat piracy. He warned that protection is only effective if it is enforced and trusted by consumers and businesses. A key challenge is persuading younger generations of the value of protecting intellectual property when cheaper alternatives exist. The goal is to raise awareness and understanding of IP rights among the public.
Negrão also highlighted how e-commerce and new technologies are reshaping the way business is done. The agency must address breaches in virtual spaces and find ways to use emerging tools, including artificial intelligence, to improve operational efficiency while safeguarding IP rights.
Another priority is ensuring that sanctions and enforcement mechanisms keep pace with global trade. Negrão emphasized the importance of broader participation by women in innovation, noting that Europe remains a leader in creating an environment that supports creative industries. In Spain, for example, female participation in innovation is notably strong, a trend EUIPO seeks to sustain and grow across the Union.
Final aims include helping SMEs and startups leverage intangible assets to obtain financing. A standardized method for valuing IP rights is needed to unlock capital within Europe, a gap that currently slows many growing companies from scaling up in the European market. Addressing this valuation gap is seen as essential to keeping Europe competitive in a global economy.