Deep within the website of the United States Patent and Trademark Office there are signs of change within LIFE Golf. Our best guess? New – or re-branded – franchises are on the way.
LIV filed three new trademark applications last week in the same way it has applied for trademarks for its 13 existing franchises.
The brand names are as follows:
– Real Club de Toros GC
– Southern Balindi GC
– Becko East GC
In pursuit of marketing and monetizing each franchise, LIV has applied for trademarks for each name and logo in categories related to apparel and entertainment services. In other words, the production and sale of exclusive merchandise and also the promotion, organization and management of golf tournaments. In this case, LIV has applied for three brands in the same way it did for, say, Jon Rahm’s “Legion 13” team.
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USPTO
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USPTO
So are more franchises coming?
We will have to wait and see. Initial requests for comment were made to LIV over the weekend, but have not yet been responded to. Online speculation has linked Real Club de Toros with Sergio Garcia’s Fireballs, while Balindi is the name of a village in eastern India. Becko East? Your guess is as good as ours.
LIV’s team model operates with 13 four-player teams and a handful of wild card players, bringing 54 players to the course for a shotgun start each week, for tournaments that will now be 72 holes. Of course, the biggest impact of adding two or three new teams would be finding room for — and maintaining a good pace of play with — eight to 12 additional players on an already mostly full field, but LIV leadership has maintained the possibility of expanding the league over the years. These trademarks appear to be the first signs of it since December 3, 2023, just days ahead Jon Rahm signed publicly a multi-year contract with the league.
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