When celebrations and nicknames become copyright: Inside the trademark game of sports icons

MS Dhoni has applied to trademark his iconic nickname “Captain Cool.” Classic Dhoni move — calm, composed, and now commercially protected! But he’s far from alone in this game of brand domination.

Turns out, there’s an elite club of athletes who’ve gone full corporate — trademarking not just their names, but their swagger too. From initials to signature poses and even celebrations, it's all business.

Topping this list is none other than Cristiano Ronaldo. The man doesn’t just score goals — he scores trademarks. CR7? Trademarked. CR9? Trademarked. And at this rate, even his iconic “Siuuu” celebration might soon have a little ® next to it.

And if we’re talking about Ronaldo, how can Lionel Messi be far behind? The Argentine maestro has over 76 trademarks to his name. From shoes to jewellery, his name is stamped across product lines. Messi merchandise isn’t just branding — it’s an entire economy.

Plenty of other footballers have trademarked not just their names but their iconic goal celebrations. Take Gareth Bale, for example. His famous “Eleven of Hearts” celebration? It’s not just for the highlight reels anymore — it’s now available on your next hoodie or cap.

Then there’s the undisputed GOAT of basketball merch — Michael Jordan. You might wear Jordans every day, but did you know that the flying dunkman silhouette — aka the Jumpman logo — is trademarked? That pose has more global brand power than most Fortune 500 logos. Reportedly, Jordan still earns 5% royalty from the Jordan brand’s annual revenue.

To top it off, over the past three decades, he’s made more than $1.5 billion from his Nike partnership alone.

And speaking of iconic poses — even if you don’t follow athletics, you’ve definitely seen that “Lightning Bolt” celebration. Yes, Usain Bolt went full superhero mode by trademarking not just the pose, but also his signature phrase — “To di world.” Who needs a cape when your celebration is legally protected?

Now, you might be wondering — where are the tennis stars in all this? Well, remember Roger Federer’s “RF” logo? Everyone’s seen it. But did you know it was originally trademarked by Nike and not Federer himself? He only got full rights to the logo in 2020, giving him control to use it for his own merchandise and potential commercial ventures.

Nike also partnered with Rafael Nadal, whose personal logo is a fierce “Raging Bull” — a symbol that features prominently on his shoes and apparel, especially those backed by his long-time sponsor.

These were just a handful of sports icons who’ve trademarked their names, logos, or celebrations. Did your favourite athlete make the list? If not… maybe it’s time they got a better lawyer.

Also read: ₹5,700 Crore for 2 Years? Cristiano Ronaldo's new Al-Nassr contract will blow your mind!