English Premier League Goes All-In on Web3 with New Crypto and NFT Trademarks

The English Premier League has expanded its digital strategy with new US trademark filings to offer NFTs, virtual goods and currency trading services.
Image source: Sports Unfold

Quick take:

  • The English Premier League has filed trademark applications for crypto and NFTs.
  • The new filings indicate the EPL plans to expand its digital markets strategy.
  • The world’s most popular football league is looking to take full advantage of the new digital era.

The English Premier League is diving deeper into the web3 craze after filing US trademark applications for non-fungible tokens (NFTs), virtual goods and crypto trading services.

According to the document, the trademarks were filed with the US Patents and Trademarks Office (USPTO) last week.

Licensed trademarks attorney Michael Kondoudis reported the filing via Twitter on June 6, writing: “The Premier League has filed two trademark applications for NFTs, cryptocurrencies, collectibles and digital tokens.”

The filing also pointed to the EPL’s plans to offer digital asset trading services, financial and crypto services, as well as, virtual clothing, footwear and sports gear.

Source: @kondoudislaw/Twitter

The Premier League is English football’s topmost tier in the league pyramid. It is also lauded as the most popular and the most competitive league in the world, featuring leading football clubs like Manchester United, Liverpool, Arsenal, Manchester City and Chelsea among others.

Most of these teams have already launched their own NFTs and metaverse campaigns, with Manchester City teaming up with MakersPlace for various NFT drops, as well as, Animoca Brands’ GAMEE for a new metaverse game.

Elsewhere, Liverpool collaborated with Sotheby’s while Manchester United signed a multi-year sponsorship deal with Tezos to leverage Web3 technology for fan engagement. 

Earlier this year, the English Premier League shortlisted four blockchain firms for NFT licensing, expressing its intention to onboard fans of the world’s most popular sporting competition to Web3.

The deal, reportedly worth up to $589 million was awarded to Consensys, Sorare, Candy Digital, and Dapper Labs, creators of the popular NBA Top Shot NFT collection.

The current filing, in particular, pertains to the US use of trademarks associated with the league, with one referencing the “EPL name logo”, which features a lion wearing a crown, and another referring to “the loving cup trophy”, which features lions on each handle and a crown.

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