Liverpool’s controversial bid to trademark the phrase’Liverpool’ was rejected from the Intellectual Property Office of the government.
The Premier League club had hoped to trademark the title of the city when used in the context of football products and services and insisted their aim was to shield themselves against mass-produced Liverpool FC product.
However, after taking the decision of the IPO, the club’s chief executive Peter Moore admitted that they had underestimated the level of resistance from independent traders within town, plus local football clubs and Liverpool City Council.
The club said in a statement:”Liverpool Football Club could confirm the application to trademark the term’Liverpool’ from the context of football services and products was unsuccessful.
“The team takes the decision that’s been accepted by the Intellectual Property Office, due mostly to what the official conclusion cites as’the geographical importance’ of Liverpool as a town compared to location names that were trademarked by other football clubs in the UK.
“We will, nevertheless, continue to aggressively pursue those large scale operations which seek to exploit our intellectual property and also would urge the relevant governments to take decisive action against such unlawful action wherever it is.”
Moore reported the club’s goals had been true but they’d misunderstood the implications the trademarking would have had in the local community.
“We underestimated the reaction on it,” Moore told the Liverpool Echo. “We’d, in rather great religion, appeared at what we were seeing on a global basis and particularly stuff that has been coming in the united kingdom.
“We felt obliged to guard the football club and’d looked in other similar scenarios for nightclubs which had trademarked their place names in a football context, there are many examples.
“We felt that on behalf of the team we had to do that, but I think it’s reasonable to say we underestimated the psychological response to it that’s our bad.”
Moore said the team had met with local businesses to explain their aims.
“There wasn’t any deliberate actions to slide it through,” he further added. “We filed and got on with our business and clearly as matters unfolded the response was pretty quick and we instantly engaged with the independent retailers as well as the local football clubs and met with them.
“(We) reassured them that this wasn’t geared toward them and offered them legal protections if we had been successful.”
Liverpool mayor Joe Anderson tweeted:”LFC is a global new and plays a large part in showcasing our city across the world.
“We have a strong relationship with Peter and his staff and the club’s significance to the future of the city is without difficulty. We’ll always work collectively for those of Liverpool.”
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