F1 trademark the 'Shoey' to claim rights to Daniel Ricciardo's famous podium celebration

Andrei Mincov's commentary on the original article
As many of you know, I'm a huge F1 fan. I've witnessed Daniel Ricciardo's Shoey move on more than one occasion. He'd take off his shoe after a 2-hour race, fill it up with champagne and drink it up! He'd even force the drink upon celebrities (mis)fortunate enough to interview him on the podium among the top 3 drivers. Yes, he'd make them drink from his sweaty shoe! The celebrities' reaction has ranged from utter disgust to excitement. What is curious though is that Daniel Ricciardo is not the one whose name appears as the owner of the Shoey trademark. But this is how trademarks work in most countries. It doesn't matter how long-standing the tradition, it doesn't matter who popularized it. What matters is who trademarked it first. And even if the trademark owner's ability to enforce the brand turns out to be limited, it's still better to own the trademark than be someone whom the trademark owner is suing for trademark infringement.
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