Toni Kroos Registers Own Brand, Hints at Future Plans in Retirement
Toni Kroos has protected his name and initials with his squad number (8) before the European Union Intellectual Property Office (EUIPO) to reserve the possibility of operating in a wide range of commercial sectors, including player management services, and future football camps and schools.
The German footballer has just announced his farewell to Real Madrid and the end of his elite sports career after this summer's Euro, and aware of the intangible economic value of his name and initials, he has registered 'KR8S', 'TK8', and 'Toni Kroos Academy' for a renewable period of ten years.
In this way, he has decided to protect these terms for which he is internationally recognized before the EUIPO, based in Alicante, which safeguards intellectual property rights in terms of trademarks, designs, and community models in the market of the 27 European countries.
The still Real Madrid footballer has reserved the use of these three brands for six of the 45 categories of goods and services that are subject to international protection in intellectual property for commercial use.
Those selected by Kroos affect a varied group of possibilities from the classic and foreseeable jerseys, balls, boots, kits, sweatshirts, shin guards, bags, gloves, and football shoes to more sophisticated ones such as "business management services for footballers".
The '8' from his squad number, with his initials
Similarly, he reserves 'KR8S' and 'TK8' for promotional management services for personalities in the world of sports, football competitions and events, and sponsorship agreements and license contracts related to international sports events.
The wide range of goods and services in which the legendary footballer has been protected covers mobile applications, the broadcasting of electronic sports events, the broadcasting of audio and video content over the Internet, among many others, as well as training, sports activities, the organization of football competitions and training programs in general and in youth category, in particular.
Kroos is not the first and will not be the last footballer to resort to the Euroagency since many players from the main leagues of the continent have done so before, such as Kylian Mbappé, Cristiano Ronaldo, Lionel Messi, and Vinicius Jr., as well as other 'world top' athletes, including tennis players Rafael Nadal and Novak Djokovic, pilot Max Verstappen, and basketball player LeBron James.
The EUIPO is the second largest decentralized agency in the EU, with a budget of 437 million euros and almost 1,200 euroofficials, dedicated to the registration of trademarks, community designs, and geographical indications of artisanal and industrial products.
The activity is carried out in any of the 23 official languages, including the five working languages and, based in Alicante and also present in Africa, America, and Asia, it registers more than 170,000 trademarks and 100,000 designs or models annually. In addition, the EUIPO hosts the European Observatory on the Violation of Intellectual Property Rights.
