Three Lines Caused A Fuss: The ELEAGUE Logo Trademark Opposed By Adidas
Posted 18th October 2017 By: Noreen - Tipify Staff    786 Views
Adidas expresses its disapproval of Turner Sports’ esports venture ELEAGUE’s logo trademark by filing an opposition to its application. ELEAGUE has established itself as a top broadcaster in esports after creating events for nearly 18 months. With the upcoming second Counter-Strike: Global Offensive Major in January, the venture continues to earn fame among esports fans.
It was on June 9, 2016 when ELEAGUE first filed trademarks for their logo in three categories, entertainment services, digital media and marketing services. In December, only the trademark for entertainment services was granted, leaving the filed trademarks for digital media and marketing services suspended. On October 10, 2017, Adidas opposed to the Turner Sports venture’s “E” logo, claiming that it is similar to their trademark on “the brand with the three stripes.”
Adidas believes that such similarity might cause confusion to consumers and might dilute the value of Adidas logo. “Adidas believes it will be damaged, inter alia, by the likelihood of confusion, mistake or deception, and by the dilution likely to be caused and engendered by the registration and/or use of Applicant’s Marks,” said the Adidas’ lawyers in the opposition filing. Adidas also believes that the ELEAGUE logo might create the impression that their events are sponsored by or related to Adidas to which the sportswear brand denies.
Eleague yet to comment
The representatives of ELEAGUE has no response yet to this matter. They will have to make one soon as Turner Sports was only given until Nov. 19 to respond to the opposition, and the deadline of having a discovery conference is on Dec. 19.
ELEAGUE was not the first to be opposed by Adidas in terms of the logo trademark. Adidas even has quite a history of using legal measures to protect their brand from what might be trademark infringement. They even ended up at the European Court of Justice in 2008, and had a strife over the three-line logo with Polo Ralph Lauren, Abercrombie and Fitch, and Kmart.
In July 2017, Overwatch faced a similar dispute with the Major League Baseball. The difference is that the MLB eventually did not file an opposition after MLB asked for more time to consider the similarity of their logo to that of Overwatch.