Dani Olmo, Kylian Mbappé, Jude Bellingham and Cole Palmer all copyright their goal celebrations, meaning no one can copy them.
You score a goal, celebrate by pointing to an imaginary watch, pretend to be cold, or cross your arms and spread them wide. Days later you are sued for damages.
It sounds like a businessman's attempt to make a Stephen King horror film, but it's a real possibility. According to the European Union Intellectual Property Office (EUIPO), gestures used by players such as Dani Olmo, Cole Palmer, Kylian Mbappé and Jude Bellingham are now officially registered: this means no one can replicate them without permission. These footballers have secured exclusive rights to their iconic celebrations across the continent for at least a decade.
From Hugo Sánchez's somersaults to Ronaldinho's maracas, Cristiano Ronaldo's signature spin and Messi's fingers pointing skyward, fans have always imitated their idols. But modern football goes one step further: players now register their celebrations as part of their personal brand. This move allows them to monetize their gestures through merchandise and advertising campaigns. Celebration is no longer just a moment of joy; it's a way to showcase a trademark.
Mbappe shows the way
The pioneer in this trend was Kylian Mbappé, who recorded his iconic goal celebration – arms crossed over his chest – in February last year. He applied for protection in all 27 countries of the European Union, his main market. Soon after, Jude Bellingham followed suit and recorded his celebration: arms outstretched, legs apart and a confident look straight ahead.
The first Spanish player to adopt this practice was Dani Olmo, who submitted his application in December 2024. To mark the New Year, the FC Barcelona player shared his signature 'viewing party' on social media, which was registered with EUIPO in December. 11. In addition to securing his name and gesture, Olmo registered his brand in six product categories, including perfumes, watches, stationery, backpacks, clothing, toys and video games.
Most recently, Cole Palmer applied for his “cold celebration” in late 2024, although his application is still under review. This move sparked controversy among Valencia fans, as Valencia's Diego López and the Spanish Under-21 team were already celebrating goals in a similar manner. López even tweeted a photo of himself performing the gesture, disputing Palmer's claim.
The costs and benefits of trademarked celebrations
Footballers do not receive direct monetary payouts for registering celebrations, but they do receive exclusive rights to commercialize their gestures. Trademarks prevent others from profiting from identical or confusingly similar images. A simple party can become a lucrative trademark for products ranging from school supplies to cosmetics, toys and clothing.
The process involves filing an application, undergoing a three-month opposition period during which others can challenge the claim, and registering the trademark under specific categories set out in the Nice classification system. The file costs start at €850 and increase based on the number of categories selected. For footballers, these costs are negligible compared to the potential profits.
What happens if another player copies a party?
Players who imitate celebrations such as those of Bellingham, Mbappé, Olmo or Palmer risk legal claims – if their actions are for commercial purposes or financial gain. However, in the absence of profiteering or malice, such cases usually end up as anecdotes. Since there have been no celebrations mentioned above, there is currently no sense of potential monetary implications.
Disputes arise when others have taken advantage of a celebration first. If evidence of prior use is submitted during the opposition period, the trademark application may be quashed. For example, Diego López or Morgan Rogers could dispute Palmer's claim, as Rogers has publicly admitted to using the gesture for Palmer. Likewise, Dani Olmo's celebration faced competition from other players such as Masca and Muniain, although his approved trademark makes the challenges more difficult.
A broader trend in sports
This phenomenon is not new. In 1999, Nike trademarked Michael Jordan's iconic slam dunk silhouette. Usain Bolt also recorded his victory pose: one arm bent and pointing, the other extended towards the sky. Monetizing iconic movements has been a reality for years.
Bellingham, Mbappé, Palmer and Olmo pioneered football's foray into celebration, but they won't be the last.
Follow the Diario AS channel on WhatsApp, where you will find all sports in one place: the current news of the day, the agenda with the latest news on the most important sporting events, the most striking images, the opinion of the best AS writers, reports , videos and occasionally some humor.
Comments