Posts Tagged ‘sports’

Travelers insurance features a red umbrella logo. The logo is nice – simple and unique. And suggestive of providing protection and cover. Travelers has used it for over 50 years.

I flipped past the Travelers Championship golf tournament on the television this weekend.  I immediately saw several creative uses of the logo on the course and telecast to enhance the branding.

  • the red umbrella is mowed (and painted) in to the grass next to the 18th hole where the final shots and award ceremony take place
  • the red umbrella is on an island in the water on a hole where the golfers must shoot the ball across the water (the umbrella island is also used for a charity challenge before the tournament)
  • the markers at the tee for the start of each hole are little three-dimensional red umbrellas on the ground

These are just a few examples of the repetitive and creative uses of the red umbrella. See photos below:

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As a whole, this is creative and outstanding marketing from the people at Travelers.


  • Mark ImageUSPTO Registration No. 1161313 covers “Underwriting Casualty, Fire, Marine and Inland Marine Insurance Services; Fidelity, Surety and Guaranty Bonding Services; Agency and Brokerage Services in Connection with the Preceding Named Services, and Counseling in Regard to Accident Prevention

I have written previously about the plethora of ways to use your trademarks to promote your brands. See my post,  50 ways to use your trademarks. But now there is a new way – on a Super Bowl® ring. Of course, very few will ever have this opportunity.

Last weekend, New England Patriots owner Robert Kraft presented players with their Super Bowl rings. The rings feature two registered trademark slogans, one on the side and one on the back: Do Your Job and  We are all Patriots.

For a 360 degree view, see here.

It is unlikely than anyone reading this will ever get a Super Bowl ring – but the Patriots have shown that there are always new and creative ways to use your trademarks and build your brand.

Did you know that the “Triple Crown” is awarded in many sports, not only thoroughbred racing?

Of course, during the last week much attention has been given to American Pharoah becoming the first horse to win the triple crown in 37 years.  For more on the American Pharoah trademarks, see my recent post here.

Here are some other triple crown trademarks (click for USPTO records):

  • TRIPLE CROWN – conducting cheerleading and dance competitions and events
  • TRIPLE CROWN – Entertainment services, namely, organizing and conducting softball tournaments
  • TRIPLE CROWN OF BUSINESS – Educational Services, namely conducting classes, seminars, conferences and workshops in the field of marketing, managing and business negotiating, including the distribution of books, publications and sound recordings in connection therewith
  • TRIPLE CROWN – Promoting, arranging and conducting sports car and automobile races and race activities, namely, a series of sports car and automobile race events to determine an overall winner of the series of sports car and automobile race events
  • TRIPLE CROWN – organizing and promoting state and national street hockey festivals, state and national three-on-three basketball tournaments, state and national volleyball tournaments, state and national baseball tournaments, college women’s pre-season national invitational basketball tournaments, state and national soccer tournaments, and state and national fast pitch softball tournaments
  • TRIPLE CROWN OF SKATEBOARDING – Entertainment services, namely organizing and conducting international skateboarding competitions
  • TRIPLE CROWN OF SURFING – entertainment services, namely organizing and conducting international competitions in the field of ocean sports
File:American Pharoah.jpg

Governor Hogan attends 2015 Preakness Stakes by Tom Nappi at Pimlico, Baltimore, Maryland 2015 Preakness Stakes at Pimlico. A thunderstorm resulted in sloppy track conditions. Author: Maryland GovPics

Interesting trademark application filing: DEFLATRIOTS

Posted by ipelton on: May 28th, 2015

Earlier  this month, someone applied to register the word DEFLATRIOTS at the USPTO for use in connection with clothing. The application has been assigned Serial Number 86631636 (click for USPTO records).

I was actually shocked that it took so long for someone to file an application that referenced the “deflategate” report by the NFL in some manner. In fact, I am still rather surprised that no one has filed for a “deflategate” trademark. Big events in the news such as this tend to spur a rash of trademark filings.

I suspect that if the DEFLATRIOTS application is approved by the USPTO the NFL or the Patriots ownership may file a Notice of Opposition.

On a related note, there is a company call Vardagen marketing t-shirts featuring the image below:

Deflatriots  Deflate Gate T-Shirt

On another related note, there is actually a trademark registration for SLOW DEFLATE ADVANTAGE for use in connection with exercise balls. Their recent USPTO renewal filing evidence of use is pictured below. Perhaps they are pursuing an endorsement deal with Tom Brady?

Trademark application for AMERICAN PHARAOH filed this week

Posted by ipelton on: May 15th, 2015

On May 10th, someone named Azar Nuben filed an application with the USPTO to register the AMERICAN PHARAOH trademark in connection with clothing. The application claims use of the name in connection with shirts since December 5, 2014.

The winner of the Kentucky Derby two weeks ago was American Pharoah  – misspelled. 

A strange coincidence or development?

If American Pharoah wins the Preakness tomorrow and thus has a chance to win the Triple Crown, I imagine that the horse’s owners will be applying to register AMERICAN PHAROAH early next week. The amount of money and branding potentially available to a Triple Crown winner certainly makes the investment in a few trademark applications worthwhile.

The evidence of use submitted with the trademark application is below:

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