Entain Loses EU Trademark Dispute Against Italian Operator Sportbet
Entain’s bid to block an EU trademark application by Italian company Sportbet has been rejected by the European Union Intellectual Property Office (EUIPO), which ruled that the terms at the heart of the dispute are too generic to be protected. The decision clears the way for Sportbet to operate under its chosen branding within the European Union.
EUIPO Rules ‘Sportbet’ Poses No Risk of Confusion with ‘Sportingbet’
Entain had filed an opposition to Sportbet S.R.L.’s trademark application, arguing that its Sportingbet brand would be undermined by the similarity in name and services. The UK-based gambling group claimed that the use of “Sportbet” was likely to confuse consumers and dilute the Sportingbet brand identity.
The EUIPO dismissed that argument. In its assessment, the office noted that “sport” and “bet” are widely used descriptive terms in the betting and gaming sector and therefore lack distinctiveness. Their commonality meant that no operator could claim exclusive rights over the combination of those words.
“Even assuming that the services are identical, there is no likelihood of confusion on the part of the public,” the office concluded.
Claims of Reputation and Unregistered Rights Deemed Insufficient by EUIPO
Entain also attempted to bolster its case by asserting that Sportingbet had acquired enhanced distinctiveness and a well-established reputation across the EU. It submitted a variety of supporting materials, including app store listings, internal financial data, and marketing reports.
The EUIPO found the evidence insufficient. It stated that much of the documentation was promotional or internal in nature and lacked independent verification. Several exhibits also referenced the UK market, which no longer falls under EU jurisdiction and was deemed irrelevant to the proceedings.
In a separate argument, Entain cited unregistered use of the Sportingbet brand in Bulgaria, Germany, Greece, Malta, Portugal, and Romania. However, the regulator found that Entain had failed to demonstrate any significant presence beyond local recognition in these countries — a requirement for opposing an EU-wide trademark application based on unregistered rights.
As a result, the EUIPO dismissed the opposition entirely and ordered Entain to pay €300 in legal costs to Sportbet. The ruling paves the way for the Italian operator to proceed with its EU trademark registration.