Crimson Letter: Alabama Joins Adidas in Contesting LIV Golf Mark

The University of Alabama is telling LIV Golf to stay away from its ‘A.’

On June 30, the university filed a notice of opposition with the U.S. Patent and Trademark Office claiming that the logo for 4Aces GC, the LIV Golf League team captained by Dustin Johnson, was violating its trademark.

Since at least 2003, Alabama has used its script “A” logo on its athletic uniforms and clothing, including for its men’s and women’s golf teams. (Sports attorney John Nucci was first to note the filing in a post Thursday on X.)

“The university’s athletic teams have achieved tremendous success and national recognition over the past two decades,” the university wrote to the USPTO. “As a result, the Script A Mark has been widely displayed on national television broadcast, in print media, and across digital platforms.”

Last June, LIV Golf filed an intent-to-use application to register its 4Aces mark, which also consists of a script “A.”

Alabama says 4Aces logo is “likely to cause confusion, mistake or deception in the minds of the public,” and ultimately damage the university.

LIV’s response is to the opposition is due next month, though deadlines are frequently extended. A spokesperson for LIV Golf did not respond to a request for comment.

This is not the first time the Saudi-backed golf league has been accused of trademark infringement.

As Sportico previously reported, Adidas is challenging the trademark registration of LIV Golf’s primary logo, contending that its four-striped “LIV” text is “confusingly similar” with the three-striped mark the German shoe giant has employed since 1952. LIV’s response in that matter is still pending. 

In January, a federal trademark lawsuit filed against LIV by Cool Brands Supply, the owner of skateboarding apparel brand, Fallen Footwear, was dismissed after the parties apparently agreed to a settlement. The dispute arose over the similarities between the Fallen Footwear logo and the one used by HFGC, the LIV Golf team captained by Phil Mickelson.

In its complaint, filed last June in the U.S. District Court of New Jersey, Cool Brands took a swing at LIV Golf’s financial backing.

“LIV Golf is financed by the sovereign wealth fund of Saudi Arabia and has been accused by some of sportswashing, namely, attempting to improve the public image of the Saudi Arabian monarchy (which has been criticized for repression, corruption, and human rights abuses) through sports,” the complaint stated.