Gabriel Vaquer
Globo and Flamengo are locked in a curious dispute at INPI (National Institute of Industrial Property). The broadcaster registered the brand “O Mais Querido” to use in a new project it is preparing for Globoplay.
Brazil’s most popular football club has been nationally known by this “affectionate nickname” especially since the 1970s, and constantly uses it in campaigns and on social media, as a motto to motivate its fans.
O F5 had access to the documents. Globo’s registration took Flamengo by surprise, which filed an objection to the registration requested by the broadcaster, claiming that it had already done something similar before.
As an alternative, Flamengo registered the trademark “O Mais Querido do Mundo”, which is also frequently used. This one had no problems being registered by the Rio de Janeiro team.
Another club that uses the brand “O Mais Querido” to identify itself with its fans is São Paulo, but the Morumbi team did not present any opposition to the request made by Globo.
The broadcaster intends to use the brand for drama projects that it is preparing, according to the report. There was the possibility of registration, which had not been done by anyone before, and this made it easier.
Wanted by F5Globo, Flamengo and São Paulo, did not comment on the case. For now, Flamengo continues to use the brand O Mais Querido —which may change in the future.
Source: Folha
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