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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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Little money savings around the globe

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Discounts Shopping

Nowadays, most families around the world struggle with their household economy. Thankfully, most grocery stores are aware of this and offer occasional sales. By comparing different stores flyers, you can hunting for the lowest prices out there. This will help you save money in a really easy way.

Finding the best discounts in the US

Many stores offer different discounts you can benefit from all across the United States. Multiple shops across the country hold weekly discounts on their products. You can find discounts on all sorts of items, from food to electronic equipment. The best way to keep up to date with those small sales is by regularly keeping an eye on the store’s flyers.

You can find discounts on products like the following:

  • Automotive discounts: Companies like Toyota, Chevrolet or Ford are the ones with a bigger number of sales along the year. The discounts these companies offer range from cars to automobile products like motor oil. 
  • Department and Grocery Stores discounts: these type of discounts are the ones that benefit families more directly. Companies like Dollar General, Club foods, Family Dollar and Hannaford. It only takes a quick look to the Hannaford flyer this week to find discounts on products we use on a daily basis, such as ice cream or potato chips.
  • Home and Garden discounts: companies like Menards or Crate & Barrel offer many discounts in home appliances, furnitures and garden apparels, so you can make your house a gorgeous makeover for a cheaper price.

Some other sectors that tend to hold sales across the United States in a less regular basis but that you should definitely check out are the ones related with babies and children products, the clothing sector, the pharmaceutical sector, the electronic sector, the furniture sector, etc. 

Saving money in the UK

Residents on the United Kingdom can also rejoice. Companies offer all sorts of sales all across the country, so families there also get their chance to save money. After all, every extra pound does count at the end of the month. If we check the British flyers, we find that the bigger discounts you can find are usually in the following sectors:

  • Automotive discounts: companies like BMW and Toyota are the ones that offer a bigger number of sales on UK soil. They generally offer discounts on a wide range of vehicles, mostly cars or motorcycles. 
  • Home and garden discounts: we can find a big number of discounts on products like home apparel or outside furniture from companies like Homebase or H&Q. If you are looking to do some reforms on your household, you definitely should check flyers beforehand so you do not miss out on any good deals.
  • Hypermarkets and Supermarkets discounts: there are many discounts available for products our families use and purchase on a regular basis from those sort of stores. In the United Kingdom, the company that features a bigger selection of sales in their products is Lidl. A quick look to the Lidl leaflet this week in uk is enough to find discounts on products like desserts or electronic devices. 

If you look carefully enough, you will also be able to find discounts on products like kid items, clothing or perfumes all around the country.

Canadian store sales

Canada is a country that also get its fair share of sales. Families across Canada enjoy many sales, but the products where we can find the bigger amount of discounts offers are:

  • Department and Grocery Stores discounts: we can find a big amount of discounts on products regularly used by our families from the hand of companies like Longo’s, Walmart or Giant Tiger. If we check the Giant Tiger flyer in Canada, we can see that it offer a lot of discounts on products we use regularly at home, like juice or bread. 
  • Automotive discounts: companies like Volkswagen or Princess Auto are the ones that offer a bigger number of automotive discounts in Canada. You can find discounts on everything, from car apparels like a Oil Change Dispos-Kit to offers on vehicles sales.

If you live in Canada, you can also find a big number of discounts on products such as furniture, sport supplies, etc.

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The benefits of getting help from a lawyer

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When it comes to think about lawyers, most people tend to have Hollywood’s notion of them. Fancy men on fancy suits that you would never need unless you got into big trouble and need them to represent you in a trial. But what most people seem to fail to realize, is that legal assistance is needed in many aspects of our daily lives, especially if you are planning to move abroad or start a business. 

Getting legal assistance from professionals 

From quarrels with neighbors to job disputes, there are many instances in life where you may need the assistance of a lawyer. Having a good team of lawyers in Barcelona at hand to cover your back is always a good idea. 

Over the last years, moving abroad has become one of the more common instances where people demand lawyers services, such as having your documentation in order or managing foreign business processes. You should always get professional help in order to avoid further legal problems. 

Fixing your immigration paperwork

Moving to a different country is always complicated. The first thing you need to always make sure of is that you have your papers correctly settled. Not having the proper paperwork can carry you a lot of problems with your destination country’s authorities, and there are cases where even the entrance to the country has been denied due to not having the right papers. 

It is important to always consult our case with professionals in order to get the best legal assistance and avoid these sort of problems. Professional lawyers will assist you all along this process. Lawyers can direct you to request the most suitable permit or visa for you. Professional lawyer immigration teams often do all the paperwork for you, so you can relax and invest your time planning other aspects of your travel. 

For example, if you want to move to a country like Spain, the most common immigration papers you may need help with are the following:

  • Getting a Spanish Passport: getting the Spanish nationality can ease many aspects of your live in the country. This is especially easy to get if you come from a country like Philippines or Portugal or you are an Iberoamerican or Sephardic Jew.
  • Work permits: if you want to work in a different country, you need to make sure your work permits are in order. In Spain there are two different types of work permits you can apply for: Highly Qualified Professional (HQP) or Entrepreneur Visa.
  • Requesting a NIE number: a NIE number is needed in order to identify you on many legal aspects while you stay in the country.
  • Getting a Visa: there are three different types of visas you can apply for when moving to Spain.
    • An Investor Visa( also known as the  Golden Visa Program) for people looking to invest more than 500.000€ in Spanish Real Estate.
    • A Student Visa for those who wish to study at a Spanish university. 
    • A non-lucrative Visa for people who want to reside in Spain but are not pursuing any lucrative activity. 

Getting legal assistance with your business

Managing a business is never an easy task, especially when you want to start one from scratch. There are a lot of procedements where the help of a lawyer can be needed, like Trademark registration, setting a new bank account for your business finances, getting things certified by a notary, tax registrations with the correspondent government agencies, etc. 

If you want to start a business in a foreign country, things get even more complicated. As stated before, first you need to make sure your personal paperwork is in order. Once your own paperwork is settled, it is time to get your company’s permits up to date. With the help of a professional lawyer team, you will be able to get all the complicated paperwork in order with very little effort. Legal teams will assist you with processes such as:

  • The paperwork to register your company.
  • The work contracts and salary rates for your workers. 
  • Your monthly accounting contracts
  • Assistance when buying and selling shares
  • Registering your Trademark
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Keeping up with house trends

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Home is the place where you should feel more comfortable. Thankfully, you can get all the confort without having to sacrifice style. Nowadays it is easy to remodel your house within a budget, making it accessible to any user. If you also keep up with the last trends, your house will surely be in everybody’s mouth.

Updating the living room 

The heart of every household is, without any doubt, the living room. It is the place were the family reunites to spend the time together. We generally use the living room on our free time, so it is important to feel as comfortable in it as possible. After all, nobody wants to be in an uncomfortable place when it comes to watch a movie or spend quality time talking with your significant other. Latest trends are aware of this. 

One of the most significant changes that have been happening on living rooms over the last years is that regular sofas have become outdated. Their crucial spot in the room has been taken all over by the chaise longues. Chaise longue is a kind of sofa that includes an extra long piece of sofa in one of the sides. Thanks to this additional piece, you can lay down more easily and relax. They are very versatile pieces of furniture and, the best thing about them, is that they come in all designs and patterns, so finding one that matches your style is easy.

Becoming one with your garden

Although most users would prefer spending their spare time in the living room, as the good weather arrives, the garden becomes a strong contender. A beautiful garden is every family dream. Over the last years, nothing has increased the value of properties like a stunning pool in the garden. The pool design therefore is one of the most important aspects of a house. 

Choosing the right tiles for your pool can make a dramatic change on the pool appearance and durability. Lately, decorators all around the world have found a new favorite type of tile regarding pool tiles: the glass pool tile

Glass pool tiles have beaten the traditional porcelain ones used on pools by many aspects. The most important one is that they reflect the light of the sun better, giving the pool a cleaner and brighter look. Glass pool tiles used to be made of materials that could not handle the cold weather well, but thankfully this has changed over the last years.  Glass pool tiles are now made of very resistant materials making they appropriate for any kind of weather. 

Glass pool tiles are really easy to install and come in all sort of different colours and designs. However, do not let this big variety overwhelm you. A trend in colours seem to be settling in at the moment: turquoise pool tiles. They reflect the sunlight very well while giving your pool a modern feeling.  Immersing yourself in a pool with turquoise tiles after a long day at work can give you a relaxing ocean feeling. If you are looking to get yourself some turquoise pool tiles, we recommend you look for respectable sellers like Buy Home Tile, which is an online store famous for providing only quality materials. 
Another important thing to take into account regarding your pool is the area around it. Experts like Buy Home Tile recommend you use river rock mosaic tile. This kind of tile gives a rustic but elegant feeling to your outdoors areas. Since it is made of river rocks, they are very resistant and can last you a lifetime. Their top quality durability make it a wise decision, not only for pools and garden areas, but also for your bathroom or shower floors. People around the world are choosing river rock mosaic tiles for multiple elements in their homes, so do not miss the chance of joining those who make wise decorative decisions.

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