After discussions of a total sale of its Ladbrokes retail estate in Ireland to Bar One Racing collapsed, Entain has announced the decision to close 39 Ladbrokes shops in the...
Entain loses EUIPO trademark dispute over “Sportbet” name
Entain loses EU trademark battle as the European Union Intellectual Property Office (EUIPO) rules “Sport” and “Bet” are too generic to block its Italian rival Sportbet’s brand registration.
Entain, which owns the Sportingbet brand, has opposed Sportbet’s application for a logo mark covering gambling and entertainment services. Entain believes that the name and branding are too similar to its “Sportingbet” trademarks and can confuse consumers.
EUIPO shared that the terms “sport” and “bet” are too common and descriptive in the gambling industry, therefore not distinctive enough to give Entain exclusive rights over them. The regulator notes that the similarities between the two marks were too weak to confuse.
EUIPO stated:
“Even assuming that the services are identical, there is no likelihood of confusion on the part of the public.”
Entain also claimed that Sportingbet had developed improved distinctiveness and a reputation across the EU. It submitted evidence to support these claims, including app store reviews, internal revenue data, marketing spend, and social media metrics. Still, the EUIPO found the evidence unconvincing, describing it as promotional or internal, and lacking separate confirmation or proof of consumer recognition.
Several submissions were also related to the UK, which the office noted is no longer part of the EU and therefore not relevant to the case. The opposition based on unregistered marks was similarly rejected.
Entain had claimed the use of “Sportingbet” in Bulgaria, Germany, Greece, Malta, Portugal, and Romania, but failed to prove that the use of the sign was of more than sheer local significance in any of those jurisdictions. As a result, Entain’s claim was blocked, and the company had to pay €300 in costs to Sportbet.
In this AffPapa exclusive, Dainis Niedra, COO at Entain, reflects on nearly two decades in iGaming, from his early days running regional poker events to leading operations in...
