Intellectual Property law is full of surprises.
In the recent news, we have seen the Chelsea and England midfielder Cole Palmer in a legal clash with Château Palmer, a high-end wine maker in the French region of Bordeaux.
Cole Palmer’s trademark application
Château Palmer, a Grand Cru Classé from the Margaux appellation in Bordeaux, has been producing wine since 1814 and owns a well-established trademark in fine wines and luxury branding.
Cole Plamer is one of the biggest stars in the Premier League and is known for his “shivering” celebration when scoring a goal. In November 2024, he filed an application to trademark his celebration, nickname, image and signature with the aim to sell products such as clothing and drinks, including alcohol.
The challenge from Château Palmer
However, Cole Palmer’s application has raised the winemaker’s hackles. In fact, Cole’s attempt to file has been challenged by Château Palmer on the basis that his application listed, amongst others, the following categories under which the proposed trademark will fall: “Alcoholic beverages; alcoholic fruit beverages; pre-mixed alcoholic beverages; wines; spirits; liqueurs; alcoholic energy drinks; low alcoholic beverages and none of the aforesaid including wines complying with the specifications of the PDO Champagne.”
What happens next?
Cole’s attempt to file this application has been challenged by Château Palmer on the basis that, should it be successful, his trademarks may result in a conflict between Cole’s brand and theirs. This dispute is now in the hand of the Intellectual Property Office which will be deciding the matter.
Whether you are bottling fine wine or scoring goals on a football field, intellectual property protection remains serious. Intellectual Property is a valuable asset and must be protected for the same reason you would protect any other asset. In the rapidly changing world of branding and monetising things in ways never previously considered, it is important to ensure that you have a watertight intellectual property strategy in place to avoid this type of dispute.
Case update
The Intellectual Property Office has now rendered its decision, in favour of Château Palmer, therefore upholding the French winery’s opposition to Cole Palmer’s trademark application. As a result of this decision, the footballer will not be able to include wine (or related alcoholic beverages) in the list of goods under his trademark application. This decision strengthens the Intellectual Property Office’s position on the importance of avoiding brand confusion, in particular when it comes to long established trademarks such as Château Palmer’s.
Our expert Commercial team can advise on all aspects of intellectual property such as brand protection and trademark applications.
This article was updated on 26th September 2025 following the Intellectual Property Office's decision.
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