makita copa.jpg
dewalt tricolor.jpg
Plaintiffs Soccer United Marketing and Major League Soccer have a dominant position in marketing soccer (FIFA and MLS) in the U.S. It grants sector licenses and Makita is the ‘offical power tool’ of plaintiffs. Defendant Black & Decker’s DeWalt sub allegedly practiced ‘ambush marketing’ by offering ticket giveaways and tail-gate parties associated with soccer. Plaintiffs

San Francisco Chronicle: “NFL Marketers Want ‘Big Game’ Trademark”:
“One way that advertisers who aren’t NFL sponsors typically attach themselves to the Super Bowl is simply to refer to it as “The Big Game.” As in, “Get your flat-screen TV in time for the Big Game.”
What is a generic term for most people becomes