Liverpool’s controversial bid to trademark the phrase’Liverpool’ has been rejected by 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 soccer services and products and insisted that their sole aim had been to protect themselves against Liverpool FC product.
However, after accepting the IPO’s decision, the club’s chief executive Peter Moore admitted that they had underestimated the level of resistance from independent dealers within town, plus soccer clubs and Liverpool City Council.
The team said in a statement:”Liverpool Football Club can confirm its application to trademark the phrase’Liverpool’ in the context of soccer services and products has been ineffective.
“The team accepts the decision that’s been taken by the Intellectual Property Office, thanks mostly to exactly the official judgement cites as’the geographical significance’ of Liverpool as a town compared to place names which were trademarked by other soccer clubs in the UK.
“We shall, however, continue to aggressively pursue those large-scale operations that seek to exploit our intellectual property and also might urge the relevant authorities to take decisive action against these criminal action wherever it exists.”
Moore reported the club’s goals were sincere but they had misunderstood the consequences the trademarking could have had on the local community.
“We underestimated the reaction for it,” Moore told the Liverpool Echo. “We’d, in rather great religion, looked at what we were seeing on a global basis and especially stuff that was coming in the united kingdom.
“We felt obliged to safeguard the soccer club and had looked at other similar situations for nightclubs which had trademarked their place names in a football context, there are various examples.
“We believed on behalf of our team we had to do so, but I believe that it’s reasonable to say we underestimated the psychological reaction to it and that’s our bad.”
Moore stated the team had met with neighborhood companies to explain their intentions.
“There wasn’t any deliberate actions to slip it through,” he added. “We filed and got on with our enterprise and clearly as things unfolded the response was pretty fast and we immediately engaged with the individual merchants as well as the local soccer clubs and met with them.
“(We) reassured them that this wasn’t aimed at them and provided them legal protections for if we had been effective.”
Liverpool mayor Joe Anderson tweeted:”LFC is a worldwide manufacturer and plays a huge role in showcasing our city around the world.
“We have a strong connection with Peter and his staff along with the club’s significance to the future of this city is without doubt. We’ll always work together for those of Liverpool.”

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