Less than two weeks before the team’s Super Bowl LI win, the New England Patriots filed trademark applications for “One More” in anticipation of a fifth Super Bowl championship win. The team had started using “One More” in promotions during AFC Championship game week in late January.
The Patriots also recently “won” two trademarks nine years in the making that’ll come in handy after Sunday’s big win.
Before the end of the Patriots’ undefeated 2007 season (undefeated, that is, before their loss in Super Bowl XLII to the New York Giants), the team had filed trademarks for “Road to Perfection,” “Perfect Season,” and “19-0.” Following that Super Bowl loss, the team dropped the filings for Perfect Season and 19-0, until recently. Unfortunately, thousands of T-shirts had been printed in anticipation of the wished-for “undefeated” Patriots season, so none of them were ever sold and ended up being shipped outside the United States.Road to Perfection went on to be trademarked in 2012 and, after filing extensions over eight years with the USPTO, the Patriots registered trademarks for Perfect Season and 19-0, through its parent company, Kraft Group LLC. The marks were registered in December 2016.
Why go through with the trademarks, after all that time?
“Having to prove that they deserved the right to the phrase, the Patriots apparently licensed "Perfect Season" to the Massachusetts Interscholastic Athletic Association, which produced a DVD of the 2015 state football championship game between Xaverian Brothers and Central Catholic high schools. Xaverian prevailed, winning its 24th straight game (spanning two seasons).”
Makes sense, right? The Patriots can now license the phrase to other sports teams.
This isn’t the first time that a professional sports team tried to register a trademark related to a perfect season. Back in 2008, the Miami Dolphins filed a trademark for “Perfectville” but later abandoned it.
If you want to keep basking in the Pats’ win, check out 20 Super Facts About the New England Patriots via Mental Floss.