LIV Golf’s 4Aces GC team sued for alleged trademark infringement

The University of Alabama has taken legal action against LIV Golf, targeting the logo of the 4 Aces GC, the team captained by Dustin Johnson. This latest development in the ongoing legal battles surrounding LIV Golf adds to a growing list of trademark infringement claims.

According to sports lawyer John Nucci, the University of Alabama has filed a lawsuit against LIV Golf, specifically contesting the trademark application for the 4 Aces GC logo. Nucci, who broke the news on his social media account, reported:

“The University of Alabama has filed an opposition to LIV’s ‘4 Aces’ trademark application, arguing that the 4 Aces design contains the ‘same literal element’ as Alabama’s, and the style of the letter ‘is visually similar to and creates a commercial impression similar to’ the Alabama design.”

NEW: the University of Alabama has filed an opposition to LIV’s “4 Aces” trademark application, arguing that:

The 4 Aces design contains the “same literal element” as Alabama’s, and the style of the letter “is visually similar to and creates a commercial impression similar to”… pic.twitter.com/YssZQBvNJw

— John Nucci (@JNucci23) July 11, 2024

Context: trademark owners have a responsibility to protect their trademarks from infringement.

If they fail to take action against potential infringers, it can weaken their mark and/or eliminate their rights.

Alabama’s opposition could be for the purpose of ensuring they keep…

— John Nucci (@JNucci23) July 11, 2024

LIV Golf Faces New Legal Challenge Over Team Logo

This lawsuit isn’t the first time LIV Golf has faced legal challenges over its branding. In 2023, Adidas filed a complaint against the breakaway golf league, arguing that LIV Golf’s main logo was “confusingly similar” to Adidas’ iconic three-stripe design. Adidas claimed that LIV’s use of four parallel stripes in its logo could lead to consumer confusion and weaken the distinctiveness of Adidas’ brand.

Similarly, a Miami nightclub named LIV also took legal action against the golf league over the use of the name “LIV.” The nightclub argued that the golf league’s name could mislead consumers and damage its reputation. Both the Adidas and nightclub cases were eventually dismissed, allowing LIV Golf to continue using its logo and name without significant changes.

The University of Alabama’s lawsuit, filed on June 30, argues that the 4 Aces logo infringes on its trademark. The university claims that its “Script A” mark, widely recognized due to the success and national exposure of its athletic teams, is being compromised by the similar design of the 4 Aces logo. In their notice of opposition, the university stated that the 4 Aces’ logo is “likely to cause confusion, mistake, or deception in the minds of the public,” potentially harming Alabama’s brand.

As LIV Golf prepares for its upcoming event in Andalucia, Spain, this legal issue adds another layer of complexity for the 4 Aces GC and its captain, Dustin Johnson. The team, which also includes Patrick Reed, Pat Perez, and Harold Varner III, has experienced a challenging season, currently ranked 10th out of 13 teams.

Despite these legal hurdles, LIV Golf has continued to thrive since its inception in June 2022. Backed by Saudi Arabia’s Public Investment Fund (PIF), the league has attracted top golf talent from around the world, including Phil Mickelson, Brooks Koepka, Bryson DeChambeau, and Cameron Smith. The 4 Aces GC, in particular, has been a standout team, winning the league’s inaugural season and securing top rankings in subsequent seasons.

This lawsuit is a reminder of the ongoing scrutiny and legal challenges that LIV Golf faces as it continues to carve out its place in the professional golf landscape. The outcome of this case could have significant implications for the league’s branding strategies and its ability to navigate trademark issues in the future.

With LIV Golf heading to the UK, Greenbrier, and Chicago in the coming months, and culminating with the Team Championship in Dallas, the resolution of this trademark dispute will be closely watched by both legal experts and golf enthusiasts alike. The legal battles LIV Golf faces underscore the complexities of establishing a new sports league in a competitive and trademark-sensitive environment.