The New England Patriots football organization is a model of success and efficiency in pro football, winning five Super Bowls and appearing in two others in the past sixteen years. The team’s rosters are frequently composed of no-name role players and former stars willing to accept less salary for a chance to play for a championship. They draft smartly, don’t overpay players and have managed to hold onto star quarterback Tom Brady. In short, they demonstrate vision and planning to ensure success.
These traits apply to the team’s approach toward trademark protection as well. Two days after winning this year’s Super Bowl, the Patriots filed intent-to-use (“ITU”) trademark applications to register BLITZ FOR SIX and NO DAYS OFF for, among other things, clothing and entertainment services. The Patriots had not used the marks before; these are marks that the team intends to use in its quest for a sixth Super Bowl championship.