Sue Ironside

“Sue fully understands your business and the markets you operate in… She works with exceptional diligence to achieve the best outcomes, and is a committed and utterly professional lawyer with great integrity...”- WTR 1000 2018

Sue Ironside

Partner | Auckland
Baldwins Law Limited

Sue uses her 23 years’ experience in commercial and intellectual property law to assist clients with all aspects of trade marks and branding.

Sue works primarily in the areas of trade marks, managing intellectual property portfolios, preparing related agreements, and providing commercial and strategic advice on trade mark oppositions in New Zealand and internationally.

Sue has served on numerous international committees and is currently on the International Trade Association Madrid System subcommittee as well as the Marques Famous and Well Known Marks Team.

Sue has been a trade mark specialist with Baldwins since 1993 and a partner in the Auckland office since 2000. From 2008 to 2015 she led the partnership as chairperson. Before joining Baldwins, Sue spent eight years as a corporate solicitor/company secretary for Lion Nathan Limited.

When not advising clients, Sue enjoys being outdoors and has competed in outrigger canoe racing for many years. She has a keen interest in following all sorts of sports, especially the All Blacks and her husband’s Presidents Team.

F: +64 9 373 2123


•    Trade marks
•    Copyright
•    Licensing
•    Franchising
•    Sponsorship
•    Anti-counterfeiting
•    IP portfolio management
•    Due diligence and audit
•    Brand creation and architecture
•    Liquor and hospitality industries
•    Sports law


  • ADLS - Auckland District Law Society
  • AmChamNZ - American Chamber of Commerce in New Zealand - Board Member
  • AWLA - Auckland Women Lawyers' Association - Member
  • ANZSLA - Australia and New Zealand Sports Law Association
  • INTA - International Trade Mark Association
  • IPSANZ - Intellectual Property Society of Australia and New Zealand
  • LESI - Licensing Executives Society International
  • NZIPA - New Zealand Institute of Patent Attorneys - Fellow
  • NZLS - New Zealand Law Society
  • NZSN - New Zealand Society of Notaries Inc
  • PTMG - Pharmaceutical Trade Mark Group


  • Registered Patent Attorney (New Zealand and Australia)
  • Barrister and Solicitor of the High Court of
    New Zealand
  • Trade Mark Attorney (Australia)
  • Admitted as a Legal Practitioner of the Supreme Court of New South Wales
  • Notary Public (New Zealand)
  • 1986 Bachelor of Laws, University of Auckland

Awards & Recognition

Award #1

AsiaLaw Leading Lawyers, 2017
AsiaLaw Leading Lawyers, 2016
AsiaLaw Leading Lawyers, 2015

Award #2

ManagingIP Star, 2016
ManagingIP Star, 2015
ManagingIP Star, 2014

Award #3

World Trademark Review 1000, 2017
World Trademark Review 1000, 2016
World Trademark Review 1000, 2015
World Trademark Review 1000, 2014
World Trademark Review 1000, 2013

Award #4

World IP Review Leaders, Trade Marks, 2018
World IP Review Leaders, Trade Marks, 2017
World IP Review Leaders, Trade Marks, 2016
World IP Review Leaders, Trade Marks, 2015

Award #5

Leading Individual, Legal 500 Asia Pacific, 2018
Recommended Lawyer, Legal 500 Asia Pacific, 2017
Recommended Lawyer, Legal 500 Asia Pacific, 2016

Award #6

Best Lawyers, 2019
Best Lawyers, 2018
Best Lawyers, 2017
Best Lawyers, 2016

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