Business
Dawn Ellmore Employment analyses Heineken’s trade mark application for 2026 World Cup
Dutch giant Heineken has made a strong statement regarding its connection with football with a trade mark application to be named the “Official Beer of Soccer” in the United States.
Heineken is the partner of Major League Soccer (MLS), the professional football league in the US. The recent trade mark application to the United States Patent and Trademark Office (USPTO) is particularly relevant given the pending arrival of the World Cup in the US in 2026.
Trade mark application gives indication of brand’s plans
The beer company is already positioned as the “Official Beer” of the league throughout its marketing collateral. However, the application shows that it wants to build on this and strive for full ownership of football in the US.
In 2018, Heineken signed a new partnership deal with MLS that goes through to 2022/23, clearly showing long-term ambition. Felix Palau is the Senior Vice-President of Marketing for Heineken. He says: “Since working with MLS, we’ve seen a huge spike in our pull with soccer fans and supporters, and we hope to continue this trend for the short and long term.”
And with the latest trade mark application, we can surmise that soccer in the US is working well for the long-standing European brand.
What does the trade mark application show?
The trade mark was filed at the USPTO on 4 January 2019. It’s likely that the application shows Heineken’s ambitions to block any potential rivals from linking with the World Cup in 2026, by firmly establishing itself as synonymous with US soccer. It’s certainly likely that there will be brands looking to leverage the same kind of connection during the World Cup.
For example, before 2018’s World Cup, US brand Budweiser usurped Carlsberg as the “official beer” of the English national football team. This was the biggest partnership deal in the Football Association’s history at the time. Not only did Budweiser sponsor the team, which did spectacularly well and revitalised UK interest in international football, it also took over the beer taps at Wembley Stadium. Budweiser also partners the FA Cup and helped to boost the increasing popularity of the brand in the UK. It’s highly likely that Budweiser will want to continue its links with the sport in its home country in the 2026 World Cup.
How popular would the move be?
If European based Heineken is granted the trade mark, it will be interesting to see how popular this would be with US fans. Following the news of the trade mark application, sports journalist Richard Gillis says: “I must’ve been out of the room when football fans were consulted on this. I’m assuming it’s legally binding and we’re all now required to drink Heineken on every football related occasions, with heavy fines for those caught drinking Bud or Carling.
“It’s a welcome trend, and a real timesaver on the part of sponsors and their agencies. No need for ideas or strategy: just declare yourself ‘Official Partner’ and wait for the love and affection of the football family to flow toward the brand. A masterstroke.”
While clearly a sarcastic response, this could indicate that Heineken’s move may not be embraced with open arms in the US.
How beer brands help grow sport
Heineken is no stranger to major sporting partnerships. Global partners of the brand include Formula 1, the UEFA Champions League, the Rugby World Cup and Formula E. In popular culture, the brand is also linked with major franchises, including Daniel Craig’s James Bond.
And it’s a two-way relationship, with MLS benefiting from the marketing money ploughed int the sport by partners like Heineken. The Managing Director and President of MLS Business Ventures, Gary Stevenson, says: “If we are good at solving the brands’ problems, then they will spend more money. That way we can tap into our partners’ marketing dollars and they can make our sport, league and players come alive. We can never have that amount of marketing dollars to do something similar. We’re reliant on them to build the sport.”
The USPTO takes at least six months to process trade mark applications, and Heineken is currently waiting to see whether it has been successful. As with so many major trade mark and patent applications, time will tell whether Heineken will be able to call itself the “Official Beer of Soccer”. With its background of strong support for the sport in the US since 2014, it would seem they have a strong chance.
About Dawn Ellmore Employment
Dawn Ellmore Employment was incorporated in 1995 and is a market leader in intellectual property and legal recruitment.
Business
The importance of telescopic handlers: innovation and efficiency in load handling
In the field of logistics, efficiency and safety are key aspects for the success of any project. Machines and tools must handle heavy loads and perform complex tasks with precision. In this sense, Magni TH telescopic handlers are the perfect option.
Telescopic handlers are lifting equipment that combine the capabilities of a crane and a forklift, featuring a telescopic arm that can extend and retract to reach considerable heights and access areas that may be difficult to reach manually. Thanks to this versatility, they become essential tools for a wide range of applications, indispensable in multiple sectors.
Today, the telescopic handler industry is constantly evolving, with technological innovations that enhance their functionality. One of the leading companies in this field is Magni TH, renowned for offering high-quality, efficient machinery with a focus on innovation and sustainability. This ensures that their telescopic handlers not only meet current demands but are also prepared for future challenges.
What does Magni TH offer?
Magni TH stands out in the market by offering a wide range of telescopic handlers that adapt to a long list of specific needs. Among their most notable models are fixed telescopic handlers (TH), rotating telescopic handlers (RTH), and heavy-duty telescopic handlers (HTH). They also offer aerial platforms, ranging from fixed models to articulated and rotating versions.
Furthermore, Magni TH machinery is widely recognised for its high-quality standards, due in large part to the selection of top-class raw materials. This attention to detail not only ensures compliance with market safety standards but exceeds them, guaranteeing that every machine is 100% reliable and durable.
Magni TH’s manufacturing process is another aspect that sets them apart. The company combines advanced industrial techniques with a craftsmanship approach, allowing for continuous innovation and enabling them to remain at the forefront of the market. This combined approach not only improves production efficiency but also allows for greater customisation.
In addition to their impressive product line, Magni TH is committed to providing proper advice and training to its customers. The company offers detailed descriptions of its products and services, ensuring that customers fully understand the capabilities and strengths of each machine model.
Magni TH also stands out for its focus on sustainability, reflected in the energy efficiency of each of their machines. This not only maximises user productivity but also ensures environmental responsibility at all times.
Innovation and safety
The use of innovative, high-quality telescopic handlers, like those manufactured by Magni TH, is essential for significantly improving operational efficiency across various sectors. These machines, thanks to their precision and speed in executing complex tasks, help reduce the time needed to complete projects, thereby increasing the overall productivity of companies.
On the other hand, safety is another key aspect when using high-quality telescopic handlers. These machines are equipped with advanced safety systems, such as stabilisers, enclosed cabins to protect operators, and load control systems, ensuring operations are carried out efficiently and reliably. Moreover, their ability to handle loads with precision and care is crucial for ensuring the integrity of products, significantly reducing the risk of damage during transport and handling. This is particularly important in sectors where product integrity is critical to maintaining high-quality standards.
At the same time, the use of innovative telescopic handlers can also enhance a company’s competitiveness. Investing in high-quality equipment allows them to provide services with greater efficiency and safety, helping them stand out in the market. Ultimately, investing in this type of telescopic handler can be considered a strategic decision that can have positive long-term impacts on the sustainability and growth of a company, as adopting advanced technologies demonstrates a commitment to excellence and proactivity, keeping companies at the forefront and allowing them to adapt easily to the many changes in the market.
Versatile Applications of Magni TH
Magni TH telescopic handlers are known for their versatility and ability to adapt to a wide range of applications. Unlike other companies that focus on specific sectors, Magni TH offers its products to any industry that requires load handling solutions. For example, in the agricultural sector, Magni TH telescopic handlers are key tools for tasks such as handling hay bales, transporting fertilisers, and loading livestock. Additionally, their ability to navigate uneven terrain and lift large volumes of material are essential advantages on farms and agricultural operations.
Likewise, the maritime sector benefits greatly from the versatility of Magni TH telescopic handlers. These machines are ideal for storage and cargo handling on vessels and ports, as well as for small routine maintenance operations.
In construction, Magni TH telescopic handlers are one of the most widely used tools, enabling the lifting and positioning of heavy materials such as bricks, cement, and beams. Regardless of the size of the construction project, their ability to operate on difficult terrain and reach high altitudes makes them ideal for any occasion, improving productivity and minimising the risk of accidents.
Finally, telescopic handlers are also widely useful in the industrial and mining sectors. In industry, these machines are employed for material handling in factories and warehouses, while in mining, their robustness, and load capacity make them a perfect option for working in extreme conditions.
Business
ServiceNow Development Consultancy: Business Process Automation as Disruptive Technology
In the age of AI and Machine Learning, automating business processes has become a must for any business that wants to remain competitive in their industry. Business process automation consists of setting up any process to be completed mostly by any existing technology with minimal manual input from human employees. For organizations seeking to optimize their workflows, engaging with a specialized ServiceNow implementation consultancy can be a game-changer, offering tailored solutions to streamline operations.
Examples include implementing an inventory management system so both you and your customers have access to accurate data on what products are available, sending out confirmation emails after purchase, having sales reports automatically generated through a CRM platform, social media posting schedules, and most email marketing tasks.
There are many reasons why business leaders have been turning to tech to improve their companies in recent years. The benefits of business process automation far outweigh the costs. These benefits range from increased efficiency, cost savings, scalability, and improved accuracy, to enhanced customer experience. Automating tasks in areas such as HR helps with employee onboarding and retention, and automation in all areas saves time when it comes to drafting reports and communicating with leads.
Marketing automation is responsible for a 14.5% boost in sales and a 12.2% decrease in marketing expenses (source: Nucleus Research). When employed in HR processes, business automation has shown that automation processes, when applied to onboarding, increase new hire retention by 16% (source: LinkedIn).
As is the case with any disruptive technology, business automation also poses risks, especially for more vulnerable sectors. It is estimated that by 2030, 47% of jobs in the United States are at risk of being displaced by automation (source: Science Direct). In the United States, workers aged 16 to 24 are the most exposed to the risk of automation, as 49% of these workers could have their jobs displaced by automation processes (Brookings).
Various government and company policies can be put in place to provide upskilling and reskilling for these workers to minimize the risk business process automation poses to some members of the workforce. However, it is clear that business process automation is here to stay.
Other concerns brought up by automation include data privacy and protection and copyright issues. Because automation involves storing confidential data in the cloud, businesses are concerned about security breaches by competitors or, worse, malicious users wishing to scam their current clients. Business leaders are paying more attention to cloud infrastructure services to minimize these risks.
Cloud infrastructure security can protect your business’ data through advanced encryption. Regular audits and compliance are automated but still supervised by human employees to ensure security has not been compromised. Data segmentation and isolation can also ensure your company’s data is not easy to access, even if there has been a breach.
On the other hand, some processes involving AI can end up infringing copyright laws in various industries. This can lead to large expenses in legal fees if AI is not used mindfully by departments, without mentioning the PR risks of your company accidentally employing someone else’s copyrighted content.
In conclusion, business process automation is a process including a wide array of existing technologies (AI, ML, etc.). Through business automation, business sectors start to delegate tasks to technological solutions.
As a result of automating tasks, there is proof of increased proficiency and accuracy, enhanced customer experience, and saved costs. However, there is also resistance from some sectors of society, as automation can result in job displacement for some existing members of the workforce.
To mitigate this, business leaders can emphasize the fact that they are automating processes while still making an effort to retain skilled workers. Upskilling and reskilling can help businesses retain employees whose jobs have become obsolete. Many governments are also expected to step up with a series of policies to protect the interests of these workers.
Business
Screen Printing Services: A Beginner’s Guide to Avoiding Mistakes and Maximizing Your Investment
Are you thinking about ordering custom t-shirts and don’t know where to start? Don’t worry! Screen printing is an incredibly popular and versatile technique that allows you to create durable, high-quality designs on a variety of products. In this guide, I’ll teach you the essentials to make your first screen printing experience a success.
What is Screen Printing?
First, let’s talk about the basics. Screen printing is a printing method that uses a mesh to transfer ink onto a surface, except in areas made impermeable to the ink by a stencil. This sounds a bit technical, but it’s actually quite simple: think of a large stencil and ink passing through it to form your design. It’s especially useful for printing on textiles, like t-shirts, but it can also be used on paper, wood, plastic, and more.
Benefits of Hire Screen Printing Services
Before getting into the details of how to place your order, let me tell you why screen printing is an excellent option:
- Durability: The ink used in screen printing is thick and adheres well to fabrics, making the designs last longer without fading.
- Versatility: You can print on almost any material. So, besides t-shirts, you can think of caps, tote bags, hoodies, and more.
- Cost-effectiveness: For large orders, screen printing is very cost-effective. The more units you print, the lower the cost per unit.
- Print quality: The colors are vibrant, and the details can be captured very well, especially in simple and bold designs.
Avoiding Common Mistakes
Now, let’s move on to the most common mistakes people make and how to avoid them:
1. Not Defining Your Design Clearly
It’s crucial to have a clear design before starting the process. Think about:
- Colors: Less is more. Screen printing works best with a limited number of colors.
- Details: Make sure the details are not too small. Fine elements can get lost in the print.
- Design size: Make sure the size of your design is appropriate for the final product.
Tip: Work with a graphic designer or use design software to ensure your design is ready to print.
2. Choosing the Wrong Type of Fabric
Not all fabrics are the same. Some fabrics are better for screen printing than others. For example, 100% cotton is ideal because the ink adheres well and the colors look more vibrant.
Tip: Ask your screen printing provider about the best fabric options for your design and purpose.
3. Not Requesting a Sample
Always, always, always ask for a sample before mass printing. This allows you to see how your design will look on the fabric and make adjustments if necessary.
Tip: Make sure the sample includes all the colors and details of the final design.
4. Not Planning the Production Time
Screen printing takes time. From preparing the design and stencils to printing and drying, there are several stages involved.
Tip: Plan ahead and consider production times, especially if you need the t-shirts for a specific event.
5. Not Considering the Total Budget
It’s easy to overlook additional costs like setup fees, shipping, and taxes. Make sure to get a complete quote before committing.
Tip: Ask your provider about all the costs involved and ensure there are no surprises.
Maximizing Your Investment
Now that you know what mistakes to avoid, here are some tips to get the most out of your screen printing investment:
1. Bulk Orders
The more you print, the lower the cost per unit. If you know you’ll need more t-shirts in the future, consider placing a larger order upfront.
2. Classic and Timeless Designs
Opt for designs that won’t go out of style quickly. This ensures you can use the t-shirts for a long time without them looking outdated.
3. Deals and Discounts
Many screen printing providers offer discounts for large orders or frequent customers. Don’t hesitate to ask about available promotions.
4. Take Care of Your Products
Once you have your t-shirts, make sure to take proper care of them. Wash printed t-shirts inside out and avoid using bleach to prolong the life of the design.
Choosing the Right Provider
Finally, choosing the right provider is crucial to the success of your project. Here are some aspects to consider:
- Experience and Reputation: Research and choose a provider with a good reputation and proven experience.
- Portfolio of Previous Work: Ask to see examples of previous work to ensure they can handle your design.
- Communication: A good provider should be willing to answer your questions and keep you informed throughout the process.
- Reviews and References: Read reviews and ask for references to ensure other customers have had good experiences.
In Summary
Screen printing is a fantastic technique for customizing t-shirts and other products, but like any process, there are tips and tricks to help you avoid issues and maximize your investment. From design preparation to choosing the right provider, every step is important. I hope this guide has given you a clear and practical view of how to start your screen printing journey without a hitch.
If you have any questions or need more information, don’t hesitate to contact us! We are here to help you bring your screen printing ideas to life. Good luck with your project!
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