Liverpool submits trademark application

29 Jul 2019

By: Sport Industry Group

Liverpool FC has submitted an application to trademark the word ‘Liverpool’, specifically in the context of football products and services.

After having applied to the UK Intellectual Property Office, the Premier League club confirmed that it would not seek to register the word in a wider context, leaving companies and organisations able to refer to ‘Liverpool’ in non-football terms.

“This application is strictly to protect the club and supporters from those benefiting from inauthentic products,” a club spokesperson told the Independent newspaper.

“The benefits to the club to have this protection in place are to ensure all revenues from official products and services are channelled back into the club. This is reinvested into the team and supporting infrastructure.”

Liverpool would not be the first club to trademark its name, with Chelsea and Southampton having also taken such a step to tackle the issue of counterfeit merchandise.

Two years ago, Liverpool launched a cut-price version of its home kit in China in an effort to fight off unofficial alternatives available to fans in the country.

However, the trademark application will be opposed by local non-league club City of Liverpool FC, according to ITV News.

“We took the name City of Liverpool from the community as a community-owned club,” a club spokesperson said. “Suddenly that would belong to Liverpool football club, not the city itself.”

In June, sportswear company adidas lost in a bid to extend trademark protection for its three-stripes symbol in the European Union, with a court ruling that the logo is not distinctive enough.