Cleveland Guardians Lawsuit – Custodians of the Same Name

If you follow the MLB, then you know that the Cleveland Guardians were served a lawsuit by none other than… the Cleveland Guardians? The roller derby team by the same name sued the MLB team for trademark infringement. The suit was the culmination of several months of negotiations and disagreements. During the development process, the baseball team contacted the Guardians to discuss the possibility of using the name. Negotiations were had, some offers were made, but the Guardians were dissatisfied with the proposals and turned them down.

After failing in the negotiations, the MLB team filed for the trademark in another country. Then, the two teams by the same name were seemingly going to square off in a court battle. The roller derby team insisted that the baseball team change their newly appointed name or pay for ‘corrective advertising’. Meanwhile the MLB team suggested that the two organizations could coexist without conflict.

Now, it appears the two have reconciled their differences before going to court and agreed that they could both use the Guardians name. Are you confused yet? This issue showcases that marketing doesn’t occur in a bubble. If you’re not careful, business decisions can impact other brands and organizations. Navigating the web of ownership and the inherit legality is an essential facet of branding that cannot be ignored. Act with care, or you may find the brand you love, slipping on its skates.