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Liverpool fans push back against club’s trademark move

Liverpool fans say they are alarmed by the club’s plans to trademark the name ‘Liverpool’ in a football context.

In the latest of its applications to the UK’s Intellectual Property Office (IPO) the club is seeking to trademark “Liverpool” in the context of football products and services.

Other trademark applications by the club which have also drawn ire include attempts to trademark the “Allez allez allez” chant and “six times”, referring to their 6th European Cup win.

The club’s largest fan group, Spirit of Shankly, has challenged the club to justify the applications and met with the club at the beginning of August – but there is still no confirmation that the club have abandoned the application.

Spirit of Shankly said: “After a magnificent summer of optimism and celebration for LFC, it is hard to contemplate such a controversial ill-thought out move by Fenway Sports Group (FSG).

“Spirit of Shankly oppose blatant monetisation of our football heritage. The name is not FSG’s to own.”

The group say their meeting with the club was constructive and will continue to work with all parties to achieve a satisfactory outcome. For Spirit of Shankly that outcome would have to protect local football clubs and independent traders.

“As long as LFC continue to pursue this course of action, SOS will oppose it on moral, social and ethical grounds,” they said.

Liverpool’s applications are the latest in football’s problematic relationship with intellectual property law.

Last year, Sheffield Wednesday supporter Paul Jennings registered the trademark for the commonly used Wednesday slogan “We’re All Wednesday Aren’t We”.

This means he could take action against anyone using the phrase without his consent. Sheffield Wednesday have now disputed the trademark with the IPO.

A Sheffield Wednesday spokesman said: “We can confirm we have challenged Jennings’ trademark as WAWAW has without question grown organically from within the Sheffield Wednesday family for many years.”

Thanks to PA Images for the image used in this article.

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