Liverpool have reportedly applied for a trademark to the word ‘Liverpool’ in the context related to football products and services.
The Reds have had a real issue with counterfeit products, especially in Asian countries and as per SportBusiness, Liverpool sold a cut-price version of its new home kit in China back in 2017 only so that the fans did not buy duplicate products. But it’s pretty clear these cut-price merchandises have not solved any major problems since Liverpool are planning to walk down the same road as Chelsea.
In 2016 Chelsea FC trademarked its name for use on all clothing items to try to prevent unofficial merchandise sellers and protect its brand.
“We are applying to register ‘Liverpool’ as a trademark but only in the context of football products and services,” a Liverpool spokesperson told SportBusiness.
“We are not and wouldn’t ever, seek to register ‘Liverpool’ across the board
“This application is strictly to protect the club and supporters from those benefitting from inauthentic products.
“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 and this is reinvested into the team and supporting infrastructure.”
If this application is accepted then no one will be able to use the name of the Anfield outfit in football-related products and services.
In case of Chelsea when the trademark was accepted the traders selling unofficial friendship scarves carrying the club’s name outside the stadium were given three matches by the local council to sell off their existing stocks before facing punishment(according to reports).
And if sources are to be believed then a similar time frame will be given to the sellers if the word ‘Liverpool’ is trademarked by the Anfield outfit.
UPDATE(28th August 2019):
The mayor of Liverpool, Joe Anderson has put out a tweet earlier this week in which he made it clear that his office will oppose the fact that Liverpool are trying to trademark the name of the city.
Anderson tweeted: “I have informed LFC that I and LCC will oppose their attempt to Trade Mark the name Liverpool. I do not believe you can Trade Mark a City name. I value our relationship with LFC and we will work to help remove counterfeit goods, but we will also protect local traders and our brand”
I have informed LFC that I and LCC will oppose their attempt to Trade Mark the name Liverpool. I do not believe you can Trade Mark a City name. I value our relationship with LFC and we will work to help remove counterfiet goods,but we will also protect local traders and our brand
— Joe Anderson (@mayor_anderson) August 27, 2019
So by the looks of it, Liverpool might have to drop the idea of trademarking the name or else they could be rubbing the local council in the wrong way.
