Liverpool bid to trademark the term’Liverpool’ was reversed by the government’s Intellectual Property Office.
The Premier League club had hoped to trademark the title of the city when used in the context of soccer services and products and insisted that their sole goal had been to safeguard themselves from Liverpool FC product.
However, after accepting the IPO’s decision, the club’s chief executive Peter Moore admitted they had underestimated the level of opposition from traders within the city, plus soccer clubs and Liverpool City Council.
The team said in a statement:”Liverpool Football Club could confirm its application to trademark the word’Liverpool’ in the context of soccer services and products was unsuccessful.
“The team accepts the decision that’s been accepted by the Intellectual Property Office, due mostly to what the official judgement cites as’the geographical importance’ of Liverpool as a town compared to set names which were trademarked by other soccer clubs in the UK.
“We will, however, continue to aggressively pursue these large scale operations which seek to exploit our intellectual property and also might recommend that the relevant governments to take decisive action against these unlawful activity wherever it is.”
Moore stated the club’s intentions had been true but they’d misunderstood the implications the trademarking could have had on the community.
“We underestimated the reaction on it,” Moore told the Liverpool Echo. “We’d, in very good religion, looked at what we had been seeing on a global basis and particularly stuff that was coming in the UK.
“We felt obliged to safeguard the soccer club and’d looked at other similar scenarios for nightclubs which had trademarked their place names in a football context, there are various examples.
“We felt that on behalf of the team we had to do so, but I believe that it’s reasonable to say that we underestimated the emotional reaction to it and that’s our bad.”
Moore stated the team had met with local businesses to explain their aims.
“There was no deliberate actions to slip it through,” he added. “We filed and got on with our business and obviously as matters unfolded the reaction was fairly fast and we instantly engaged with the individual retailers as well as the local football clubs and met with them.
“(We) assured them that this was not aimed at them and provided them legal protections if we’d been successful.”
Liverpool mayor Joe Anderson tweeted:”LFC is a international brand and plays a large role in showcasing our city across the world.
“We’ve got a strong relationship with Peter and his staff along with the club’s significance to the future of the city is without difficulty. We will always work collectively for those of Liverpool.”

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