The New England Patriots’ latest Super Bowl win didn’t just result in a trophy and a parade. It also brought plenty of new catch phrases, which the team has been quick to trademark.
The team last week filed for trademarks on two phrases: “Blitz for Six” and “No Days Off.”
The forward-looking “Blitz for Six” hints at how the Patriots might market yet another Super Bowl chase, referring to what would be their sixth title. According to the filings, the phrase could wind up on T-shirts, hats, and, of course, head coach Bill Belichick’s favored attire: hooded sweatshirts.
“No Days Off,” meanwhile, is the latest catch phrase from Belichick’s mouth. At last week’s Super Bowl LI victory parade in Boston, Belichick led fans, many of whom had taken the day off to celebrate, in chanting the three words; the team filed for the trademark the same day. The Patriots hope to use the phrase to brand services that provide “expert commentary on sports events via the Internet,” according to the filing.
The Patriots were active on the trademark front in the run-up to last week’s comeback win, too. Two weeks ahead of Super Bowl LI, the team filed for trademarks on the terms “Ignore the Noise” and “One More.”
The Patriots have long been assertive on the branding front. The team has multiple trademarks on “Do Your Job,” another Belichick-inspired mantra that became popular during the 2014 season. (Days before this year’s Super Bowl, police raided the warehouse of an off-brand sports merchandise company in Woburn for allegedly selling products using the phrase.)
That’s not all. The organization also has trademarks on “We Are All Patriots,” a refrain owner Robert Kraft delivers when the team wins titles, and “The Patriot Way,” referring to the team’s tradition of success.
Other trademarks include “Perfect Season,” “Road to Perfection,” and “19-0,” all of which were applied for in early 2008 as the team flirted with an undefeated season. The Patriots wound up losing in that year’s Super Bowl, however.
The newest trademark filings were first reported by ESPN.