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Erling Haaland: Why it can be essential for a famous footballer to register his name as a trademark

  • Oct 29, 2025
  • 3 min read

Updated: Nov 6, 2025

Recently, Erling Haaland faced a trademark dispute when a Polish individual registered the name "HAALAND" as a European trademark — likely attempting to profit from Haaland’s earlier decision not to register it himself.In trademark law, “bad faith” refers to the dishonest intent of one party to deceive or take unfair advantage of another. This concept is crucial when evaluating cases where someone exploits a celebrity’s name or reputation for personal gain.

Below is an overview of the actions Haaland took to counter this abuse, followed by the legal reasoning and implications for other public figures.

Case Timeline: How the Dispute Unfolded

  1. Registration by the Polish individualThe person filed to register “HAALAND” with the European Union Intellectual Property Office (EUIPO).

  2. Haaland’s responseHaaland immediately registered his own name to assert ownership and initiate protection.

  3. Opposition by the Polish applicantThe individual opposed Haaland’s registration, claiming prior rights.

  4. Haaland’s counteractionHaaland filed a cancellation request with the EUIPO, arguing that the registration was made in bad faith, intended to benefit from his global reputation.

  5. RulingThe EUIPO reviewed the evidence and ruled in Haaland’s favor, invalidating the Polish registration due to a lack of genuine commercial intent.

Proving Celebrity Status

Haaland’s legal team provided extensive evidence of his fame, including:

  • International media coverage

  • Major sponsorships and brand endorsements

  • Mentions in Polish press alongside other top players like Lewandowski

  • Awards, recognitions, and significant social media following

The EUIPO requires clear and convincing evidence of public recognition to establish celebrity status. Haaland’s strong digital and media footprint met this threshold, proving his global influence and brand value.

The Polish Individual’s Defense

The defendant claimed:

  • The name “Haaland” came from combining the Polish word hala (plain) with the English land.

  • He was unaware of Haaland due to limited football coverage in Poland.

  • “Haaland” was a common Norwegian surname.

The EUIPO rejected these arguments, noting the implausibility of not recognizing one of the world’s top footballers.It also questioned why someone in an unrelated business (electrical installations) sought trademarks across multiple industries — a clear indicator of bad faith.

Ultimately, the EUIPO found the registration invalid and ordered the Polish individual to pay legal costs.

Lessons for Public Figures

This case highlights how even the most recognizable athletes can become targets of opportunistic trademark filings. Haaland could have avoided this dispute by registering his name earlier, ensuring full control over its commercial use.

Key Takeaways for Celebrities and Athletes

  1. Register your name early — ideally after your first major contract or media exposure.

  2. Choose relevant classes — such as apparel, digital content, and merchandise.

  3. Monitor trademark databases — using tools like EUIPO eSearch Plus or WIPO Global Brand Database.

  4. Act quickly — file opposition or cancellation requests if someone registers your name.

Early registration not only establishes legal ownership but also deters potential infringers and reduces future legal costs.

Relevant Trademark Categories

Public figures should register their name under categories tied to their career and commercial potential, including:

  • Apparel and merchandise (sportswear, footwear, training gear)

  • Digital content and media (websites, video channels, VR experiences)

  • Endorsement-related goods (drinks, accessories, lifestyle brands)

Covering these categories ensures comprehensive protection and enables long-term brand monetization.

Parallel Case: Neymar

This situation mirrors the Neymar trademark case, where another individual registered “NEYMAR” in bad faith.Both cases emphasize the importance of early trademark registration and strong evidence of celebrity status.

While Neymar’s case focused mainly on the name itself, Haaland’s dispute introduced linguistic and commercial context — both ultimately dismissed as unconvincing by EUIPO.

Conclusion

The Haaland case reinforces a critical lesson for athletes and public figures:Register your name early and proactively.

Doing so protects your brand, prevents misuse, and avoids costly disputes.For high-profile individuals, a name is more than identity — it’s an asset. Securing it through trademark law ensures that value remains in the right hands.

References:

  • Man City Star Striker Haaland Wins Challenge To 'Haaland' TM (Law360, 2025)

  • A Trademark Is Only Famous If You Can Prove It (Brevettinews, 2021)

  • Proving Fame for Trademark Dilution Claims (LexisNexis)

  • Trademark Insight 08/2024 – European Union & Germany (Hogan Lovells, 2024)

  • Neymar Dribbles Past Free Riding (Journal of Intellectual Property Law & Practice, 2019)

 
 
 

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