Aracaju
Recent developments in the dispute over the trademark “O Mais Querido” are unfolding between a prominent media organization and one of Brazil’s most beloved football clubs. The media entity has filed to register the brand for an upcoming project on its streaming service, sparking controversy.
Known as the country’s most popular football club, the team has embraced this affectionate nickname since the 1970s, using it extensively in marketing campaigns and on social media to inspire its passionate fan base.
Documents reveal that the club was caught off guard by this trademark registration, leading it to formally oppose the application, citing its prior use of the term. In response, the club has secured the trademark “O Mais Querido do Mundo,” which it also commonly utilizes, without facing any issues.
Additionally, another football club from São Paulo has adopted the nickname “O Mais Querido” to resonate with its supporters but has not opposed the media organization’s application.
The media entity plans to leverage this trademark for dramatization projects currently in development. The absence of prior registrations for this trademark has played a significant role in facilitating the application process.
As of now, both the media organization and the football clubs have not publicly commented on the situation. Meanwhile, the club continues to utilize “O Mais Querido,” although the future status of this trademark remains uncertain.
