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退役生活质量稳了?一起看看NFL名宿汤姆·布雷迪的商标品牌战略

Business Insider 徽标 作者:arodriguez@businessinsider.com (Ashley Rodriguez,Madeline Berg) Business Insider 中的 | 幻灯片 5 - 1:  Tom Brady's lawyers applied for a slew of trademarks when the athlete briefly retired from the NFL. The applications speak to Brady's business interests, like health and wellness. We break them down, from candles to food delivery to NFTs. Tom Brady's lawyers applied in March for a slew of trademarks after the seven-time Super Bowl champion announced his brief retirement from the NFL.While Brady changed his mind a month later, returning to the Tampa Bay Buccaneers, the applications remain pending and shed light on how Brady's team is thinking about his post-football career.They're part of a robust trademark and brand strategy.Brady has 130 active trademarks, compared to LeBron James' 101 and the handful that other star athletes like Peyton Manning have, according to an analysis by Gerben Law Firm. Those numbers include active trademarks tied to the athletes' names, as well as their businesses like Brady's TB12 and James' SpringHill Entertainment."He has more trademarks registered than some public companies," said Josh Gerben, a trademark attorney and founder of Gerben Law Firm, of Brady. "You can see where his brand strategy is a lot more evolved than the average one."Brady's trademarks speak to his range of business interests, from health and wellness products to digital collectibles and NFT marketplaces. They cover footballs, protein bars and supplements, digital tokens, cookbooks, fitness apps, sports drinks, celebrity appearances, and much more. Brady, who's experimented with meal kits through his company TB12, has filed for rights to his name in restaurants, bars, and food-delivery services. He also has a swath of trademark applications for consumer goods, like eyewear, clothing, skincare, bags, and water bottles. And, fittingly, for rights to sports merchandise and memorabilia, like posters, trading cards, jerseys, and footballs. But there are surprises, too. A Brady-scented candle, anyone? How about bed sheets? Of course, trademark lawyers often file applications to cover their bases, and doing so doesn't necessarily mean a Brady candle line is coming any time soon."It's very common that once you reach a certain level and you say, 'I can do more than just act,' or 'I can do more than just throw a football' ... then you start to think about, 'How do I protect myself in that environment?'" Gerben said.Many of these applications are also pending, and there's no guarantee they'll ever be registered. The US Patent and Trademark Office denied in 2019 Brady's attempt to trademark the name "Terrific Tom," which was the moniker for Hall of Fame pitcher Tom Seaver.Still, Brady's team applied for trademarks earlier in the athlete's career that have tied into actual products, including filing for the rights to his nickname "Tompa Bay" on t-shirts, which TB12 has sold.Here's a breakdown of the pending trademark applications for Brady's personal brand (condensed and categorized by Insider):Read the original article on Business Insider

  • 汤姆·布雷迪从NFL短暂退役后,他的律师申请了大量商标。
  • 这些商标主要涉及了布雷迪的商业利益,比如医疗和健康。
  • 我们把它们从蜡烛到食品配送再到NFTs进行了分解。

7届超级碗冠军汤姆·布雷迪宣布从NFL短暂退役后,他的律师于今年3月申请了一系列商标。

虽然布雷迪在一个月后改变了主意,回到了坦帕湾海盗队,但商标申请仍在进行中,这也透露了布雷迪的球队是如何看待他退役后的职业生涯的。

这些操作是强大的商标和品牌战略的一部分。

戈本律师事务所的一项分析显示,布雷迪拥有130个有效商标,而勒布朗·詹姆斯只有101个,佩顿·曼宁等其他明星运动员也只有少数几个。这些数字包括与运动员姓名有关的有效商标,以及他们的企业,如布雷迪的TB12和詹姆斯的SpringHill Entertainment商标。

“他注册的商标比一些上市公司还多。”布雷迪的商标律师、格本律师事务所创始人乔希·格本说,“你可以看到,他的品牌战略比一般人先进得多。”

布雷迪注册的商标可以看出他的商业利益范围多么广泛——从医疗和健康产品到数字收藏品和NFT市场。

它们涵盖了橄榄球、蛋白质棒和补充剂、数字代币、烹饪书、健身应用程序、运动饮料、名人形象等等。布雷迪通过他的TB12公司尝试申请餐包套装商标,目前他已经申请在餐馆、酒吧和送餐服务中使用他的名字。他还申请了一系列消费品的商标,如眼镜、服装、护肤品、手袋和水瓶。当然,他申请的商标还包括体育商品和纪念品的版权,比如海报、交易卡、球衣和橄榄球。

但是这里面也有一些令人匪夷所思的东西。谁会想要一支布雷迪香味的蜡烛?或者床单?

当然,商标律师通常会提交申请以覆盖基础产品,这样做并不一定意味着布雷迪蜡烛线很快就会到来。

格本说:“这是很常见的,一旦你达到一定的水平,你会说,‘我能做的不仅仅是表演,’或‘我能做的不仅仅是扔橄榄球’······然后你就会开始思考,我该如何在那种环境中保护自己?”

许多商标得申请也在等待中,无法保证它们可以注册成功。2019年,美国专利和商标局就驳回了布雷迪试图将“了不起的汤姆”这个名字注册为商标,因为这是名人堂投手汤姆·西维尔的名字。

尽管如此,布雷迪的团队还是在运动员生涯的早期申请了与实际产品相关的商标,包括申请在TB12销售的T恤上使用他的昵称“Tompa Bay”。

以下是布雷迪在审核中的个人品牌和商标的详细申请情况(由Insider网站精简并分类)。

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(编辑:Yang Li;审核:Yang Liu)

声明:本文由微软资讯(Microsoft News )内容合作伙伴授权发布,内容观点仅代表作者本人意见,与微软资讯(Microsoft News)及微软无关。

© Nic Antaya for The Boston Globe via Getty Images

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