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Dawn Ellmore Employment analyses Heineken’s trade mark application for 2026 World Cup

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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.

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Business

Why Is Access Control So Important For Companies?

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Perhaps one of the most overlooked areas of business for small businesses is. Access control, it sounds fancy and futuristic, but it’s been around for decades. it has rapidly evolved since the dawn of modern biometrics but it has also become inflated in price and maintenance. Many small enterprises just steer clear out of it because they think it will outprice their needs. But if only they knew why it was so important and the amount of damage it prevents from happening, they wouldn’t think twice about investing in a good access control system. So why is it important, what does it provide and what could be the cost?

What is access control?

You’re probably thinking of Star Trek, where there are certain rooms on the spaceship that cannot be accessed unless you are a certain person, like the captain. Well, this is sort of the idea. You want to make sure that your own personal office is never accessible to those that you don’t want accessing it. It sounds plausible simple, but the issue is, how do you implement it and not erect a barrier between you and your workers? Access control comes in many shapes and sizes, one of them being discreet and out in the open systems. Having a keycard system is a good idea for your office. It’s open and no one feels like you have a secret password on your door that is known only by you. 

Why do you need it?

Access control puts up small borders within a business, so everything stays nice and neat! That’s one way to put it, but it basically allows for certain parts of your business to only be open to those that work for you. For example, you have managers which have access to folders and files that normal employees don’t. This isn’t because you don’t trust your employees, (or maybe you don’t) but it’s because you want those files to only be altered by those who are managing teams and projects. If everyone had access to such files, they could become overloaded with concerns that don’t really concern them specifically. 

Who can provide it?

There are a lot of options for access control security. But for small businesses, it’s probably best to find someone local instead of a large business that will charge you more. Go onto a website like Snupit and you’ll find lots of talented professionals in your area who can provide you this type of solution. It’s best to read their reviews first and their profile. Visit their page by clicking on their name or icon. Access control is a very personal layer of security, so always choose someone you can trust to implement your infrastructure.

Access control is at all levels, applicable. Whether it’s your computer network, IT, doors, rooms, and or special areas like a testing facility, access control puts up small borders to keep every section of your business safe.

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How Will the US Election Impact the Stock Market?

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We all have a lot of questions on our plate following the results of the recent US election. We want to know what’s going to change, what’s going to stay the same and how the general switch from one president to another will impact our lives as a whole. This is perfectly natural. The truth is that with a new president will come new changes – especially considering the party in power will be switching.

One area that people are interested in seeing the results of the election’s impact is the stock market. As you can imagine, the stock market will be significantly impacted by a change in presidency. Recently, before the results of the election, the stock market was experiencing instability. Why? Because there wasn’t a clear cut front runner for the presidency – it could have gone either way. This uncertainty results in stock market instability, as investors aren’t sure where to place their money and because hedge funds aren’t sure where to invest their funds. Different presidents mean different policies, which can have a direct impact on which areas and sectors will profit and which won’t.

Now that a president has been chosen, the markets will experience a bounce. They will experience the stability they’ve been craving and more investments will be made as a result. However, as the win was for Biden, this boost will have a limited lifespan. A Trump presidency would have pushed deregulation of the markets, while a Biden presidency is likely to see more regulation. This means that the bounce will be limited.

You can learn more about the US election in the infographic by Pepperstone AE below!


Infographic Design By: Pepperstone AE

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How will industrial cleaning machines be next years?

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Cleaning is very important to have a good health. Since the Coronavirus appeared in our lives, this practice is very essential for people. Washing your hands is very good for you and for people but public areas must be cleaned as well. For example, your workplace. But if your work is in a big building, how can you clean everything as soon as possible? Or what about hospitals? They are actually full with sick people.

Don´t worry. I have one solution for you. Industrial cleaning machines market growth strategies are everything that you and your business need. This new product uses a system of industrial ultrasonic cleaner at the same time that helps the environment. Some companies use this technique since a lot of years because is very effective in cleaning efficiency. Now, I am going to explain to you some concepts about that. For example:

Why industrial cleaning machines are important to you

Industrial cleaning is a hard work. When you move around the same place that a lot of people, the public areas need stay clean. Everything must be cleaned every time to avoid to get the virus but it´s difficult that workers do this hard work.

They need be helped by the machines which have developed last years. The most important thing about the evolution is the industrial cleaning machines are made thinking about environment.

Effectiveness and respect for the environtment are the best qualities than they have wanted to prove because the health is the most important thing for the world population.

One recent investigation has concluded that industrial cleaning machines are very important to the future. Experts think that we are in front the best market trend in recent times. The investigations include a lot of countries which have some strategies to grow the market in the next five or six years maximum.

Industrial ultrasonic cleaner

Ultrasonic technology is kind to the environment. Apart from this, industrial ultrasonic cleaner gives the best methods of the market respect to others competitors. That means good advantages because their methods are safe and confidence for the customers. These machines are suitable for cleaning hospitals, medical tools or whatever other area from health.

If hospitals are full for Coronavirus or other pathologies, cleaning is essential. Industrial ultrasonic cleaner can be high-power (HPU) or low-power. The first create submicroscopic vapor bubbles which disperses and contract. The temperature and pressure go up and then particles are released entirely. This process guarantees good results because, thanks to deep clean, the machine is able to eliminate the dirt lodged in the pieces, even in places with difficult access. However, industrial ultrasonic with low power only can clean objects like jewelry or medical instruments. Save money and time, quality higher cleaner, support the environment because they use little laundry soap and water, they use automatic system are some advantages to have industrial cleaning machines. So it´s very helpful for you business and it´s very good for your life.

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