Insights and Analysis
AI-washing – when AI hype becomes a litigation risk
Michael Atkins
Senior Associate Intellectual Property
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Overview
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Experience
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Credentials
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Insights and events
Michael advises clients on a range of intellectual property matters, branding and complex commercial matters. Michael's practice focuses on sports, entertainment and consumer goods, including representations relating to stadium sports events, team branding deals and franchise acquisitions.
Michael has extensive experience representing both startups and global companies on domestic and cross-border transactions in a variety of industries. Michael’s specialties include emerging technologies, artificial intelligence, SaaS products, logistics, manufacturing, media and licensing.
In connection with his practice, Michael structures and negotiates supply chain, distribution, logistics and licensing arrangements. He also regularly provides strategic advice relating to open source licensing and employee invention agreements. Michael also has key experience with celebrity name, image and likeness (NIL) rights, intellectual property liens and domain name disputes.
In law school, Michael served as the articles development editor for the Virginia Journal of Criminal Law and on the editorial board for the Virginia Sports and Entertainment Law Journal.
Representative experience
Ongoing representation of the College Football Playoff in connection with various commercial agreements.
Representation of ERGO Group AG in multiyear partnership Inter Miami CF for branding of Inter Miami’s First Team training kit.
Advise Prospector Baseball Group in the acquisition of the Jacksonville Jumbo Shrimp (AAA affiliate of the Miami Marlins) and the Akron RubberDucks (AA affiliate of the Cleveland Guardians).
Advise Prospector Baseball Group in the acquisition of the Lancaster Stormers, an MLB Partner League team in the Atlantic League of Professional Baseball.
Representation of WHP Global in a strategic investment and branding partnership between the LOTTO brand and Major League Pickleball team D.C. Pickleball Team (f/k/a Brooklyn Aces).
Credentials
Education
- J.D., University of Virginia School of Law, 2019
- B.A. English, University of Virginia, Phi Beta Kappa, 2016
Bar admissions and qualifications
- District of Columbia
- Ohio
News
Press releases
10 December 2025
Press releases
31 October 2025