Liverpool bid to trademark the word’Liverpool’ was reversed by the Intellectual Property Office of the government.
The Premier League club insisted their goal was to safeguard themselves against mass-produced Liverpool FC merchandise and had hoped to trademark the title of the city when used in the context of football services and products.
But, after taking the IPO’s conclusion, the club’s chief executive Peter Moore admitted that they had underestimated the degree of resistance from traders within town, plus local football clubs and Liverpool City Council.
The team said in a statement:”Liverpool Football Club could confirm its application to trademark the phrase’Liverpool’ from the context of soccer products and services was unsuccessful.
“The club accepts the decision that has been taken by the Intellectual Property Office, thanks mostly to that which the official conclusion cites as’the geographic importance’ of Liverpool as a city in comparison to place names which have been trademarked by other football clubs in the UK.
“We shall, however, continue to aggressively pursue those large scale operations which seek to exploit our intellectual property and also might urge that the relevant governments to take decisive action against such criminal action wherever it exists.”
Moore explained the intentions of the club had been true but they’d misunderstood the implications the trademarking would have had on the local community.
“We underestimated the response to it,” Moore told the Liverpool Echo. “We’d, in rather good faith, seemed at what we had been seeing on a worldwide basis and especially stuff that was coming in the united kingdom.
“We felt obliged to protect the soccer club and had looked in other similar scenarios for clubs which had trademarked their location names in a football context, there are numerous examples.
“We believed that on behalf of the team we needed to do that, but I think it’s reasonable to say we underestimated the emotional reaction to it that’s our bad.”
Moore said the team had met to explain their intentions.
“There wasn’t a deliberate actions to slide through it,” he added. “We filed and got on with our company and obviously as matters unfolded the reaction was fairly quick and we instantly engaged with the individual merchants as well as the local soccer clubs and met with them.
“(We) reassured them that this was not aimed at them and offered them legal protections for if we’d been successful.”
Liverpool mayor Joe Anderson tweeted:”LFC is a global manufacturer and plays a huge part in showcasing our town around the world.
“We’ve got a solid relationship with Peter and his team and the club’s significance to the future of this city is without difficulty. We will always work together for the people of Liverpool.”
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