Image Credits: ESPORTS-PRO.COM
Adidas, the leading sportswear and accessory manufacturer, is currently tangled in a legal battle with Turner Sports’ esports venture ELEAGUE over similar trademarked logos.
It took 18 months for ELEAGUE to establish itself as one of the main broadcasters in the sector. ELEAGUE has a second upcoming major event titled ‘Counter-Strike: Global Offensive’. The opposition from Adidas is not related to esports. The dispute is about ELEAGUE logo ‘E’ that has three strokes similar to Adidas’s iconic logo. The three lines in ELEAGUE logo shares a similarity with Adidas logo, which is in use since 50 years in different forms.
ELEAGUE logo trademark application for an original logo was filed in 2016. Adidas noted the similarity and filed an opposition on October 10, 2017. It took Adidas almost a year to notice the differences between the two trademarked logos. Adidas is opposing the trademarked logo on two counts. The first one being confusion and the second one is a delusion. Adidas claims that the ELEAGUE logo is identical to their iconic three lines logo.
By confusion, Adidas alleges that the two logos are identical as both logos include three broken lines. The fact is that the goods and services offered by Adidas and ELEAGUE are closely related and overlapping each other. It could mean that ELEAGUE logo could allow people to assume that two events are related and sponsored by Adidas.
Adidas discloses that it is not in business with esports, but the company is the official shirt sponsor for a Danish Counter-Strike team ‘North’. It makes Adidas in the natural expansion zone of its business and goods and services. Adidas has always used legal measures to defend its iconic three lines logo and its brand image against what the company sees as copyright infringement. In 2008, Adidas also got into legal disputes in European court with major companies like Polo Ralph Lauren, Fitch, Kmart, and Abercrombie over the same three-striped iconic logo.