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· Posted on
February 21, 2024

Tasmania's new AFL team wants its Devil back after facing Looney trademark issues

AFL announced a brand new team in Tasmania, but the team's name happens to be trademarked by Warner Brothers.

What's the key learning?

  • The most obvious and popular choice for the Tasmanian AFL team would be the Tasmanian Devils... which is similar to Warner Brothers' character Taz aka the Tasmanian Devil.
  • While trademarks protect businesses from people trying to rip them off, but there are many limitations to trademarks too.
  • Warner Bros has trademarked the Tasmanian Devil in a whole range of trademark classes—we're talking clocks, jewellery, games, toys, entertainment, movies and TV.

👉 Background: The AFL currently has 18 teams across the league - with two teams, Gold Coast Suns and Greater Western Sydney Giants joining the league in 2011 and 2012 respectively.

👉 What happened: Just under 2 weeks ago, the CEO of the AFL announced a brand, spanking new team in Tasmania. It will enter the league in 2028 and play out of two Tassie stadiums - one in Launceston and the other in Hobart.

👉 What else: But during the announcement, the team's name and colours were left absent... And that's because the most obvious and popular choice would be the Tasmanian Devils. Buuuuut that just happens to be trademarked by Warner Brothers for their character Taz aka the Tasmanian Devil.

What's the key learning?

💡For many trademark decisions, the devil is in the details. While trademarks protect businesses from people trying to rip them off, but there are many limitations to trademarks too.

💡But it might be tough to the Tassie football side because Warner Bros has trademarked the Tasmanian Devil in a whole range of trademark classes. We're talking clocks, jewellery, games, toys, entertainment, movies and TV.

💡This isn't the first AFL side to face a trademark dispute. When the Fremantle Dockers entered the AFL in 1997, they weren't allowed to use the term Dockers because Levi Strauss already trademarked it for their Dockers Jeans. Freo struck a deal with Levi Strauss... And it's probable that the Tasmanian not-devils-yet might do the same with Warner Brothers.

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