In 2001 an experimental alternative to the NFL was launched by Vince McMahon: the XFL. The XFL hosted fewer teams, promising quicker games and greater entertainment. The XFL lasted just one season before collapsing due to significant financial losses. In 2018, McMahon revived the league with a planned restart date in 2020. Fast forward to January 2021 and the picture for the XFL remains bleak, it having lasted only 5 weeks before collapsing due to financial pressures linked to COVID 19. Dwayne Johnson and his associates now own the league and another restart is scheduled for the 2022 season.
Manchester United FC has initiated trade mark infringement proceedings in the High Court against SEGA Publishing Europe Limited, the European arm of the Japanese video-game brand, and Sports Interactive Limited, producers of the video game Football Manager®. The game Football Manager® has been around since 1992 and is a hugely successful football management simulation video game. Players can manage their own virtual equivalents of real life clubs, controlling everything from pre-season transfers to the tactics on the pitch.
The EU General Court refused Bayer Intellectual Property’s heart logo- and, with cruel irony, did so on Valentine’s day.
Although Supreme obtained trade mark protection in some of the main countries of interest to the business, it did not obtain trade mark protection in others. This left the window open for Supreme Italia to swoop in and obtain some trade mark protection of their own.
It is not unusual for a company to rebrand. The intention may be to attract a new target market for a product or to maintain the interest of existing customers.