European Super League: super start with EU trade mark

It seems that the European Union Intellectual Property Office have accepted the filing of a logo trade mark by the new European Super League (the ‘League’). The logo incorporates the words “THE SUPER LEAGUE” and includes a wide array of goods and services (e.g. cosmetics (class 3), clothing (class 25) and news agency services (class 38)). Thus, the League plans to provide a vast amount of commercial goods/services, but only time will tell if the public will be willing to buy goods/services provided by them in conjunction with those that the original clubs supply.

This league is made up of 12 of Europe’s leading football clubs including Manchester United, Manchester City, Liverpool, Arsenal, Chelsea and Tottenham. It will run as a mid-week competition. One of the arguments for forming the League is that it will help create a more stable structure for European football, that will allow football clubs and players to compete on a regular basis.

In spite of the above reason given, some football analysts, along with other football spectators believe that this has been done to make more money through the sale of TV rights and other commercial exploitations. Regardless of person opinion, the fact is that the founders of the League will hold a valuable and coveted trade mark portfolio consisting of trade marks owned by its individual clubs. It will be interesting to see what effect the League has on the individual clubs, their respective brands and their global reputation.

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