Bill Belichick ran into some trouble trying to trademark four phrases with the U.S. Patent and Trademark Office.
His company, TCE Rights Management LLC, which is managed by his girlfriend, Jordon Hudson, who’s 24, had four applications rejected by the USPTO.
The phrases in question are “Do Your Job (Bill’s version),” “Noise (Bill’s version),” “The Belestator (Bill’s version),” and “No Days Off (Bill’s version).”
These phrases have been trademarked by the Patriots for several years, but not specifically for Belichick. The USPTO noted that there’s a good chance consumers might get confused about the source of the products or services associated with the trademarks.
According to the USPTO, adding terms to already registered marks can actually increase the similarity between them, which seems to be the case here.
TCE Rights Management had mentioned that they were seeking trademarks for a variety of uses, including clothing and audio-visual materials, in their application.
The USPTO has been deliberating this ruling for about three months in relation to Belichick’s company.
Trademark attorney Josh Gelben pointed out that the strategy of adding “Bill’s Version” is reminiscent of what Taylor Swift did with her music. However, he highlighted that Belichick’s situation is quite different because trademark law focuses on branding and identification of products or services.
Gelben explained that simply appending “Bill’s version” to an existing trademark doesn’t create a new brand, which is why the USPTO upheld the existing Patriot trademarks.
He also noted that if Belichick isn’t actively using the Patriot trademarks, he might have a chance to challenge them and file a cancellation petition.
