The European Super League will have to change its name

Barring an unexpected plot twist, the European Super League will not be able to be called the European Super League. On Tuesday, 'El Periodico de Espana' published that a resolution of the European Union Intellectual Property Office has concluded that, as its name coincides with that of the Danish Super League, the competition chaired by Florentino Perez will not be able to exploit its image with the same 'naming' because it understands that it would be profiting from the fame that the Nordic championship already enjoys.

The process began three years ago and has been dragging on for three years due to various complaints, postponements and, in general, the slowness of the bureaucracy in the institutions of Europe. The fact is that everything could have ended before an agreement had been reached between the two parties, which came close to happening but finally broke down. The Danes understood that their demands were not being met and opted to move on.

The budding tournament, which celebrated the last judicial news that it was the protagonist because it was allowed freedom of competition with respect to UEFA, can still appeal this determination of the EUIPO, so there is still legal ground ahead to argue. To do so, its leaders have put themselves in the hands of Isern Patentes y Marcas, a law firm specialised in this type of matter and based in Barcelona.

It is quite likely that the European Super League will exhaust all possible avenues to maintain its name because it has become so deeply embedded in the collective subconscious that a pharaonic marketing campaign would be necessary to change the public's perception. The problem is that this is happening in parallel to a series of publications and explanations about the format of the competition that should always go hand in hand with the final naming, which is now up in the air.