On their (Trade) Marks

06 Feb 2015

Every organisation has it’s own trademark so why should it be any different for sports personalities. A trademark is used as a visual identity to distinguish a company from its competitors and build a reputation in the market. Many sports personalities have created their own identity, whether visual or trademarking their name. Some have even trademarked their poses, slogans or own signature. Examples include Usain Bolt with his ‘Lightning Bolt’ pose and Michael Jordan’s ‘Jumpman’ pose.

Roger Federer and Tiger Woods have opted for more conventional trademarks using their initials, and Rafael Nadal created a identity based on his nickname ‘Raging Bull’. Most sports personalities create their own brand to protect themselves from abusive and unauthorised use of their name.

Teaming up with major sports brands and sponsorship deals can help generate significant earnings. Sales of branded products and clothing is the most effective way of accelerating the brand creating a global recognisable trademark.

More recently, Andy Murray commissioned a branding agency to create a logo for him. The logo includes his initials and the number 77. The use of number was reference to Murray being the first British man to win Wimbledon in 77 years. Not everybody will recognise it but we’re sure it will prove to be a success for Murray on and off the court.

Mo Farah outside of athletics was relatively unknown until winning 2 gold medals at the 2012 London Olympic Games. He’s since capitalised on his success and realised the benefit of developing his own brand. The identity references his Olympic wins, his arms spread like a bird when reaching the finishing line and the iconic ‘Mobot’ pose.

So whether you’re a small business, multinational corporation or a sports personality, investing in a well designed trademark in today’s world is essential.

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