Bill Belichick's trademark applications denied: "Too similar," says expert Gerben

Bill Belichick and manager Jordon Hudson face trademark hurdles as the USPTO rejects four applications linked to popular phrases associated with the coach.

Why it matters: The refusal of these trademark applications raises questions about ownership rights and the ongoing influence of established brands in sports marketing.

The U.S. Patent and Trademark Office (USPTO) rejected attempts by Belichick and Hudson at registering phrases such as "Do Your Job (Bill's Version)" and "Ignore the Noise (Bill's Version)." The rejection stems from existing trademarks held by the New England Patriots on similar phrases, indicating a potential for consumer confusion.

By the numbers: The Patriots own trademarks on:

  • "The Belestrator" - registered in 2009
  • "Do Your Job" - registered in 2013
  • "No Days Off" - registered in 2017
  • "Ignore the Noise" - registered in 2017

Yes, but: Despite the setbacks, Belichick's team has successfully filed other trademarks without conflict.

  • These include "Chapel Bill (Bill's Version)", "The Belichick Way", and "The All-Belichick Team."
  • This demonstrates that while some phrases are protected, others can still be leveraged for branding.

What’s next: TCE Rights Management is now considering appealing the USPTO's ruling within the three-month window provided.

Our thought bubble: Given the tight grip the Patriots hold on these trademarks, it may be more strategic to challenge whether Belichick retains ownership rights or if he had been using these phrases in a manner consistent enough to warrant a trademark.

Between the lines: Legal expert Josh Gerben emphasized that adding the phrase “(Bill’s Version)” does not automatically grant new trademark rights.

  • “Once somebody has a trademark registered on a name or a phrase, you’re not able to just simply add something to it and get it registered,” he noted, underlining the difficulty of navigating trademark law.

The bottom line: As Belichick navigates these legal waters, the outcome of this situation could impact his ability to capitalize on his brand, illustrating the complex intersection of sports, marketing, and intellectual property rights.

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