Cognate's Trademark Blog

Forbes Article: “College Football Bowl Sponsorship Names And Trademarks: What Can You Learn?”

NFL, sponsorship and trademarks are tackled in this Forbes piece published yesterday.

Here’s a taster of the issues. To read the full article please link at the URL.

Sponsorships can expand trademark rights. Association with events and sponsorships gives the trademark owner the ability to say its name is used beyond its core product range, and is associated with the arts or sports, or whatever. These sponsorship arrangements go beyond just placing an ad to sponsor an event. Trademarks essentially live in “silos,” with protection awarded in an area where you use your mark, or are likely to expand. The more you broaden your uses, the more silos you fill, the more you broaden your rights.

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