As the World Cup excitement ends, the Wimbledon tournament winds down, the MLB All-Star Game plays tonight and the British Open teed off this week, sports events are happening all the time and athletes should understand the importance of trademark protection as their name represents their brand. The world of sports is full of opportunities for trademarks: catchphrases, nicknames, slogans, and so on. They offer athletes a chance to reap the benefits of their own image and success and to keep others from profiting through false association.
Here’s a quick list of some of the popular athletes hitting home runs with their trademarks.
Star tennis player, Serena Williams, filed a trademark in the beginning of this year for ANERES, or Serena spelled backwards, for the purpose of starting a cosmetics brand. The application was filed in multiple classes and the range of products will be used in connection with skincare prep and make-up removing products, colognes and perfumes, makeup kits, bath soaps, lipstick, lip gloss, eye shadow, eyeliner and mascara.
Michael Phelps, the most decorated Olympian ever with 23 gold medals and 28 overall, Phelps holds the rights to the “MP” logo, which appeared on his swim cap during the 2016 Rio Olympics. The application was filed in April 2016 and has yet to be Registered. The mark is used for his brand of premier swim gear and training equipment. He also trademarked the name “Michael Phelps Swim School,” a chain based in Baltimore.
Darrelle Revis, former New York Jets cornerback received a Trademark Registration for Revis Island in 2013 for use in connection with clothing items. According to Urban Dictionary, Revis Island is “A place where NFL wide receivers frequently get lost. Ruled by Jets cornerback Darrelle Revis, once you enter Revis Island, you’re not coming back.” The phrase has appeared on items that include swimwear, sleepwear, T-shirts and shoes. Revis, 32, became an NFL free agent after last season.
“Revis is among a number of athletes who are seeking federal trademark protection for their names, nicknames and even their catchphrases. The slogans come in all varieties: trash-talking (“Stomp You Out,” claimed by the former Giants defensive end Michael Strahan); self-aggrandizing (“I Love Me Some Me,” registered by Bengals wide receiver Terrell Owens); self-deprecating (“Manny Being Manny,” claimed, and later abandoned, by the baseball slugger Manny Ramirez); and just plain weird (“Got Strange?” registered by Vikings defensive end Jared Allen).” (https://www.nytimes.com/2010/12/10/sports/10trademark.html)
Lance Armstrong who started The “Livestrong” brand is among the most famous in sports and that yellow bracelet which Nike started producing in 2004 was an instant symbol of cancer-patient support. The Livestrong Foundation, a United States nonprofit organization that provides support for people affected by cancer, still holds the rights to the multiple LIVESTRONG trademarks.
Popular soccer player, Cristiano Ronaldo, obviously has game in the trademark protection field as well as on the field. A search of the WIPO database shows a total of 47 active registrations or pending applications worldwide. He has filed 15 trademark applications in the U.S. for marks incorporating his name or CR7, his initials plus his jersey number.
Most of these applications are “intent to use” applications, meaning he is not using the mark on the goods or services yet. Most of the listed goods are plausible enough, including sporting equipment, toys and games, sports camps, various generally sports-related entertainment services, along with various paper goods, soaps and personal grooming products, hair styling products, perfumes, etc. etc.
Usain Bolt, the “World’s Fastest Man,” who has 8 gold medals, is even pretty speedy at protecting his brand and image. Even though he’s Jamaican he holds several U.S. trademarks. Many involve his name in various fonts and phrases like “Bolt to the world,” in addition to the Bolt icon and are in connection with clothing; sunglasses; sports bags; Entertainment and sporting and cultural services, etc. Bolt isn’t able to trademark the actual physical human pose, only symbols, words, phrases and designs of the pose can be trademarked.
A few Notable Sporting Events that have Registered trademarks
🏒 In 1969 STANLEY CUP was Registered as a Trademark and is owned by National Hockey League
🚴 In 1984 Societe du Tour de France received Registration for TOUR DE FRANCE
🎾 In 1985 WIMBLEDON was Registered as a Trademark and is owned by All England Lawn Tennis Club
⚽ In 1986 Federation International de Football Association (FIFA) registered the trophy design for the World Cup and then received Registration for the word mark WORLD CUP in 2002
🏀 In 1989 The National Collegiate Athletic Association (NCAA) received Registration for MARCH MADNESS
⚾ In 1997 HOME RUN DERBY was Registered as a Trademark and is owned by Major League Baseball Properties
🏈 In 1998 SUNDAY NIGHT FOOTBALL was Registered as a Trademark by ESPN, Inc (now owned by NFL Properties)
🏌 In 2003 The Professional Golfer’s Association of America received a Trademark Registration for PGA CHAMPIONSHIP
By protecting the brand and trademark, athlete’s or those involved in the sporting event can ensure that the value and integrity of the event are upheld. They can maximize commercial revenue from sponsorship, merchandising and licensing agreements to offset the cost of organizing the event and create confidence among fans that the product or image associated with the athlete or sporting event is authentic and legitimate. To all the athletes, in the words of Nike, just do it.
For more information regarding trademarks or help filing a trademark, contact us.