Sue Ironside

"Sue Irwin Ironside takes a personal approach to every brief; her perspicacity and diligence are boons to clients…” . – WTR 1000 2016

Sue Ironside

Partner | Auckland
Baldwins Law Limited

Sue uses her 22 years’ experience in commercial and intellectual property law to assist clients with all aspects of trade mark and branding.

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. 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.

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
  • 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
  • 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

AsiaLaw Leading Lawyers, 2016
AsiaLaw Leading Lawyers, 2015

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

Who’s Who Legal, 2015
Who’s Who Legal, 2014

Corporate Livewire Legal Awards, 2015

Corporate Livewire Global Awards, 2015

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

Women in Law Award – Trade Marks, 2015

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

Recommended Lawyer, Legal 500 Asia Pacific, 2016

Best Lawyers, 2016
Best Lawyers, 2015
Best Lawyers, 2014

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