Trade Marking the Beautiful Game: How Players Protect Their Personal Brands

Footballers as Global Brands

In modern football, athletes are more than players – they are global brands. Increasingly, soccer stars are registering their names, nicknames and even goal celebrations as trade marks to help protect their personal image and commercial value.

Protecting Names, Logos and Personal Brands

High-profile examples include Cristiano Ronaldo’s “CR7”, Gareth Bale’s heart-hands logo and, more recently, Cole Palmer trade marking the name “Cold Palmer”. These registrations help players control how their personal brand is used on merchandise, in sponsorships and across digital media.

Under Irish and EU law, trade marks can cover words, logos, gestures or sounds provided they are distinctive and capable of graphic representation. For players, that means a unique name, logo or representation of a celebration may qualify for protection.

Why Trade Marks Matter Beyond Sport

Trade marking helps athletes monetise their brand, prevent unauthorised merchandising and build brand value long after retirement. If an element of your identity distinguishes you, consider protecting it before someone else gets there first!

For more information please contact Niamh Gibney or James Tansey.

The content of this article is provided for information purposes only and does not constitute legal or other advice.