Everton FC may no longer be able tobrand themselves commercially with the tag "The Peoples Club" after losing a battle to trademark the phrase.
The Toffees' manager David Moyes famously coined the term in March 2002 when he arrived at the club by saying by likening the city of Liverpool to his native Glasgow.
He said: "I am from a city that is not unlike Liverpool. I am joining the people's football club. The majority of people you meet on the street are Everton fans. It is a fantastic opportunity, something you dream about. I said 'yes' right away as it is such a big club."
Since the birth of the saying the club have used it as a mini motto, even displaying it on a banner outside Goodison Park, however it has been revealed that the Blues do not own the trademark after a supporter successfully proved that he was the first to be granted permission to use the branding on hats and scarves he sold on his market stall.
Lifelong fan Brian Gould, 58, claims that he first sold flags bearing The Peoples Club brand at Moyes' first away game as Everton manager at Derby County and last year was granted the marketing rights to the term.
The market trader says that he hopes that the club will continue to use it if an agreement can be reached with Goodison chiefs.
“We want them to keep using it because when David Moyes came we were battling relegation year in year out and this gave us something to cling on to. It brought pride back to Everton," he said.
“I’d never ever do anything that’s detrimental to the club, we just need to sit down and talk to them.”
Everton's chief executive Robert Elstone said at a recent shareholder’s meeting that the club would be promoting a new branding for the club with the Blues' original motto 'Nil Satis Nisi Optimum' – translated as 'nothing but the best is good enough' - from now on. However spokesman Ian Ross insists that the move was not prompted by the trademark held by Mr Gould.
“The decision to move away from The People’s Club has nothing to do with Mr Gould at all," he insisted.
“We did market research with fans and this was something that came up.
“They consistently gave us a different response to the one we had for the previous six years. It was time for a change but is the sort of fundamental decision that we don’t do overnight. Especially as The People’s Club logo has proven so popular.”
Mr Gould's solicitor added: “He has been trading on it for years and even got one of Everton’s own suppliers to back up the fact that orders dated back to 2002 – long before the club itself put any orders in. Everton has just signed up to a deal with Kitbag and I’m sure Kitbag didn’t get that for free.
“We are happy to work with Everton FC on this and haven’t ever said we don’t want them to use it.”
john wallace, ellesmere port around 2 years, 9 months ago