Why trade marks are not just for Cole Palmer

In this digital age, social media influencers and other celebrities have become brands in their own right. From product endorsements to launching their own commercial ventures, the commercialisation of personal identity is highly profitable. A recent example of this is footballer Cole Palmer, who filed a series of trade mark applications in 2024 to protect the term “Cold Palmer” and a video of his iconic goal celebration.

Palmer’s applications were broad, covering everything from cosmetics to condiments and crucially, alcoholic beverages. But, in August 2025, Palmer’s application faced opposition from Château Palmer, a prestigious French vineyard whose wines bear the same name. While Palmer’s team has yet to comment publicly, the application was amended in September 2025 to exclude wine, suggesting that negotiations are taking place.

The legal framework

Using trade marks to protect one’s personal brand is not uncommon. Unlike many other countries, there are no ‘image rights’ laws in the UK to protect the use of someone’s face or personality. As a result, celebrities like Cole Palmer must rely on a combination of legal tools, including trade marks, to safeguard their image and commercial interests.

Why trade marks matter

Registering a trade mark for a celebration may appear excessive, but trade marks for names, nicknames, and even gestures (like Palmer’s celebration) create additional IP asset value and give individuals control over how their identity is used. Brands can even protect URLs, social media tags and other forms of digital content with trade marks. Trade marks also offer indefinite protection, provided they are renewed every 10 years, and are relatively affordable to register. Without this protection, third parties can exploit a celebrity’s fame for profit, often without permission or compensation.

Protecting your brand with a trade mark also helps avoid brand confusion, which may mislead consumers into thinking a celebrity is associated with or has endorsed a product or service when they have not. This is inversely demonstrated in Palmer’s case, where selling wine under the name “Cold Palmer” could be suggested to mislead consumers into associating it with Château Palmer. Registering a trade mark helps avoid such confusion, protecting both parties’ brand perception and commercial interests.

Celebrities frequently expand their brand beyond their primary profession into industries such as fashion, fragrances, beverages, and more. David Beckham’s David Beckham Fragrances or Kylie Jenner’s Kylie Cosmetics are just two of many examples. Trade marks enable these celebrities to build business empires around their persona, turning fame into long-term financial success.

Conclusion

Cole Palmer’s case is just one example of why celebrities, or any public-facing brand, should take trade marks seriously. Whether it is a nickname, celebration, signature, or product line, securing legal rights early helps protect identity, safeguard reputation, prevent misuse, and unlock commercial potential.

Palmer’s entry into the trade mark sphere highlights a critical issue for celebrities and entrepreneurs alike: the importance of registering your trade marks early and strategically, to avoid marks being invalidated or challenged for being too broad. As demonstrated by the publicity surrounding Palmer’s trade mark applications, any conflicts or disputes can damage a reputation and delay any future commercial plans.

Hamlins Commercial and Tech team support clients across multiple industries, sharing commercial and regulatory expertise and advising on the protection of intellectual property rights and AI use. If you would like a conversation about how we can help you navigate changes impacting your business, please get in touch.