USPTO refuses four Bills Version slogans tied to Patriots marks

Bill Belichick and a company tied to his companion suffered a legal setback this week when the U.S. Patent and Trademark Office refused four trademark applications that echoed slogans owned by the New England Patriots, a decision that adds to the public friction between the Hall of Fame coach and his former team. The refusals, released last week, apply to filings by TCE Rights Management for phrases suffixed with "Bills Version," including Do Your Job Bills Version, Ignore the Noise Bills Version, The Belestrator Bills Version and No Days Off Bills Version.

The USPTO said registration was barred because the applied for marks were so similar to existing Patriots trademarks that consumers were likely to be confused, mistaken or deceived as to the commercial source of the goods or services. TCE had listed apparel, audio and video streaming material, books and media production among the intended uses for the marks. The office gave TCE three months to appeal.

Trademark attorney Josh Gerben said the refusals were predictable because simply adding "Bills Version" to a previously registered mark does not create a distinct brand and tends to increase similarity. Gerben noted that an...