Formula One trademark the word 'shoey'
Formula One have been granted a trademark registration to the word ‘shoey’ as the organisation looks to capitalise on Australian Daniel Ricciardo’s famously adopted podium celebration.
According to the World Intellectual Property Organisation(WIPO), F1 secured the rights to the term on 24th august 2017 in over 25 countries including the US, Germany and Italy.
The rights pertain to the category that covers flasks, glasses, bottles, mugs, sculptures and figurines and became enforceable as of 4th January this year.
A second category to include clothing was sought but rejected.
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The move comes amid F1’s recent $10.6bn acquisition by Liberty Media last year who have taken a more proactive approach to marketing the sport.
The term ‘Shoey’ has been a widely popular phrase in Australia over the past 15 years after it was coined by Surfing and Fishing clothing brand, The Mad Hueys.
Ricciardo last performed the celebratory act after his emphatic win at the Chinese Grand Prix.
