Full Breakdown
Newcastle United's Trademark Bid for "Howay the Lads"
2/21/2026, 10:48:41 AM
Trademark Application Overview
Newcastle United Football Club has initiated a process to trademark the phrase “Howay the lads,” a popular expression in the Geordie dialect meaning “come on (or let’s go), boys.” The application was submitted to the UK Intellectual Property Office (IPO) on March 14, 2025, just two days prior to the club's victory in the Carabao Cup final against Liverpool, marking a significant moment in the club's history after a 56-year trophy drought. If successful, Newcastle would secure exclusive rights to use the phrase on various merchandise for an initial period of ten years, with the possibility of indefinite renewals.
Scope of Trademark
The trademark application encompasses a wide range of products, including football shirts, beverages, and household items such as lampshades and hairdryers. The phrase is prominently featured on the club's kit for the 2025-26 season and is a well-known rallying cry among supporters, often seen in broadcasts as players enter the pitch at St James’ Park.
Opposition to the Trademark
Despite the club's efforts, another party has formally opposed Newcastle's attempt to trademark “Howay the lads.” This opposition raises concerns about the implications of the trademark on local businesses that produce Newcastle-related memorabilia. Should the trademark be granted, these businesses would be prohibited from using the phrase, potentially impacting their operations and connection to the local culture.
Context of Trademarking in Sports
Trademarking phrases and imagery is a common practice among sports clubs as a means to protect their brand and capitalize on their popularity. For instance, Newcastle has already successfully trademarked “Howay the lasses,” which is featured on the women’s home shirt for the current season. This trademark was registered without opposition on August 15, 2025. In contrast, Liverpool FC's previous attempt to trademark the name “Liverpool” for all club merchandise in 2019 was met with controversy and ultimately failed.
Criticism and Concerns
The move to trademark “Howay the lads” has sparked debate regarding the commercialization of local culture. Critics argue that while the phrase is closely associated with Newcastle United, it holds broader significance within the Geordie community. The potential for the club to restrict its use could alienate local supporters and businesses that have historically embraced the phrase as part of their identity.
Official Statements
Newcastle United has not provided comments regarding the ongoing trademark application or the opposition it faces. The club's silence on the matter leaves room for speculation about their intentions and the potential impact on local culture and commerce.
Conclusion
As Newcastle United navigates the complexities of trademarking “Howay the lads,” the outcome will not only affect the club's commercial interests but also raise questions about the intersection of sports branding and local heritage. The IPO's decision will be closely watched by both supporters and local businesses alike.
