Anatomy of a great trademark portfolio: ESPN channels, slogans, logos, segments, events and more

ESPN is one of the most profitable television products today. And their brand is quite strong.  The brand is also very well protected with a plethora of trademark registrations covering sounds, logos, slogans, and more.

ESPN has created names for much of its programming and many of its special features. Protecting such names makes the features that much more special, protected, and unique. For example, the following list of ESPN registrations at the USPTO covers a wide spectrum of marks [click marks for USPTO records]:

Channels:

• ESPN3
• ESPNEWS
• ESPN2

Slogans:

• THE OTHER WAY TO WATCH ESPN
• COLLEGE FOOTBALL LIVES HERE
• THE WORLDWIDE LEADER IN SPORTS
• THE DEUCE

Program segments or online features:

• GAMECAST
• TOTAL QBR
• ESPN360
• SHADOW LEAGUE (pending application)
• C’MON MAN!
• SPORT SCIENCE
• SCORECENTER
• BRACKETBUSTERS
• DID YOU KNOW?

Created program “hype”:

• FEBRUARY FRENZY
• RIVALRY WEEK
• SEPARATION SATURDAY
• SUPER TUESDAY

Events:

• BIG AIR
• X GAMES
• ESPY

Show names:

• AROUND THE HORN
• 30 FOR 30
• PARDON THE INTERRUPTION
• SUNDAY NIGHT FOOTBALL
• FIRST TAKE
• MIKE AND MIKE IN THE MORNING

Logos:

Non-traditional Marks

•  – three dimensional design outside of ESPNZONE restaurants
• Sportscenter theme music