Jun 17, 2013, 10:26 AM EDT
You know that cute little heart sign Gareth Bale makes every time he scores a goal?
It’s about to get him paid.
Bale has filed an application with the UK Intellectual Property Office to trademark a logo that depicts a set of hands making a heart gesture with the number 11 inside of it. If the Welshman successfully trademarks the logo he could stand to make upwards of £3 million a year.
By applying for the trademark Bale aims to join the elite ranks of other high-profile athletes who have entered the merchandise world with lucrative brand licensing deals. Tiger Woods, Roger Federer and David Beckham have all trademarked their own logos, which are stylistically quite different from Bale’s design. Woods and Federer each utilize logos monograms of their initials while Beckham’s logo is a stylised representation of himself during the run of play.
Bale’s decision to seek trademark of a logo that is not a distinctive monogram or stylized logo could prompt the IPO office to request that he re-work the image to achieve registration. Regardless, Bale’s registration of the logo feels like an inevitability and when it finally does pass muster at the IPO office, the Spurs winger will be in line for a hefty payoff.
“The possibilities are huge for Gareth Bale,” said Nigel Currie, director of sports marketing agency brandRapport. “Once he has that right he can cash in on it and become a more well-known player. A third of his overall income could be made from his image rights, potentially up to £3 million [$4.7m] a year.”
The goal celebration gesture, known as the ‘Eleven of Hearts,’ was first flashed by Bale in 2010 as a dedication to childhood sweetheart Emma Rhys-Jones. Now Bale is looking to make big business out of the profession of his love putting the logo on headgear, footwear, jewelry, clothing, travelling bags and umbrellas.
The money-making theory behind the trademark is relatively simple. Millions of people across the globe already readily identify the hand gesture with Bale. By incorporating the logo on different products and continuing to flash the sign every time he scores, the logo becomes more and more recognizable as a brand, making people more likely to consume to consume his products.
But who will purchase these products with the ‘Eleven of Hearts’ brand?
Bale lovers? Probably.
Spurs fans? Possibly.
Random football fans? Ehh, probably not.
So while Tottenham is a club with global recognition, there’s little denying that Bale’s current market reach is somewhat limited. And while all of us would be more than happy with the ‘limited market’ of £3 million ($4.7m) a year, it’s hard not to wonder how big his earning potential could be at a global powerhouse like Real Madrid.
Sep 1, 2014, 12:42 AM EDT
Roundup of MLS action this weekend.
Aug 31, 2014, 10:57 PM EDT
Roundup of football transfers across Europe today.
Aug 31, 2014, 9:55 PM EDT
Real Madrid manager insisted that his squad just lost focus on Sunday when they were upset by Real Sociedad.
Aug 31, 2014, 8:24 PM EDT
Darren Fletcher isn’t perturbed by Manchester United’s super-early season struggles.
Aug 31, 2014, 6:58 PM EDT
Jermain Defoe has been linked away from Toronto FC, with a possible return back to England.
Aug 31, 2014, 6:18 PM EDT
Real Madrid didn’t display their standard victorious level of play as Real Sociedad shocked Carlo Ancelotti’s side.
Aug 31, 2014, 5:22 PM EDT
D.C. United keeps strong at the head of the Eastern Conference, defeating the New York Red Bulls, 2-0.
Aug 31, 2014, 4:25 PM EDT
Quick recap of the Premier League’s Sunday matches.
Aug 31, 2014, 3:38 PM EDT
Geoff Cameron has withdrawn from the United States’ latest roster prepped for the Czech Republic match.
Aug 31, 2014, 2:53 PM EDT
DC United hopes to fend off Bradley Wright-Phillips and company in the Atlantic Cup.
Aug 31, 2014, 2:39 PM EDT
With things not going as planned, Nelsen is out.
Aug 31, 2014, 2:10 PM EDT
Despite Yaya Sanogo’s disappointing performance against Leicester City, Wenger may sit on his squad.
Aug 31, 2014, 1:33 PM EDT
After spending a career on the bench at Manchester United, he’s going to another club where he’ll likely be a backup.
Aug 31, 2014, 12:57 PM EDT
Leo Ulloa hit back at Arsenal’s early goal and Leicester held on strong against a tired and wasteful Arsenal.
Aug 31, 2014, 12:23 PM EDT
It appears the usually erratic, angry, and impulsive Mario Balotelli is nowhere to be found, and the Liverpool manager is to thank.
Aug 31, 2014, 11:33 AM EDT
With Torres, Lukaku, and Ba all gone and Costa proving injury prone, Remy comes in as cover at Stamford Bridge.
Aug 31, 2014, 10:45 AM EDT
Yaya Sanogo starts up front in place of the injured Olivier Giroud. Esteban Cambiasso is on the bench for Leicester.
Aug 31, 2014, 10:33 AM EDT
Aston Villa were bright nearly the whole match but struggled to fend off Hull late in a close victory.
Aug 31, 2014, 10:22 AM EDT
Raheem Sterling and Steven Gerrard both scored as Liverpool rocked Spurs yet again in London.
Aug 31, 2014, 9:53 AM EDT
Torino continues to sell off last year’s successful attack force for a big profit.
- Toronto FC fire Ryan Nelsen thanks to disappointing position and disparaging comments 1
- Leicester City 1-1 Arsenal: Home side holds strong for draw 2
- Done deal: Chelsea sign Loic Remy from QPR 0
- Tottenham 0-3 Liverpool: Familiar scenes as Reds storm Spurs in London 3
- Premier League Sunday Preview: Tottenham host Liverpool, Arsenal face Leicester 0
- Revolution feeling a Jermaine Jones boost after unloading on Toronto 0