Limoges CSP Secures Rights to “À jamais les premiers” Slogan
The Limoges Cercle Saint-Pierre (CSP), a prominent name in French basketball, has officially registered the trademark “À jamais les premiers,” a phrase long associated with the identity of the Olympique de Marseille (OM) football club. This move effectively grants the basketball organization legal control over the slogan, creating a significant point of tension between the two storied French sports institutions.
As the Editor-in-Chief here at Archysport, I have covered countless trademark disputes and branding shifts across the global sports landscape. While slogans often feel like public property, their legal status is rooted in intellectual property filings that can catch even the most established clubs off guard. In this instance, the basketball club from the Haute-Vienne department has managed to secure the rights, leaving the football giants in Marseille to address the fallout of losing a trademark that has been central to their fan base’s identity for decades.
What the Trademark Filing Means for the Clubs
The registration of “À jamais les premiers” by Limoges CSP means the club now holds the exclusive commercial rights to the phrase, which has historically been used to celebrate Olympique de Marseille’s status as the first—and only—French club to win the UEFA Champions League, achieved in 1993. By filing for the trademark, Limoges CSP has effectively blocked the football club from using the slogan in various commercial capacities without potential legal friction.
For fans, the transition is jarring. The slogan served as a rallying cry for Marseille supporters, representing a unique historical achievement. In the world of professional sports, where branding and merchandising are vital revenue streams, losing control over a legacy phrase can limit a club’s ability to market commemorative gear or official club communications. For Limoges CSP, the move appears to be a strategic assertion of their own brand identity, though the decision to adopt a phrase so deeply intertwined with another club’s history has sparked widespread discussion in the French sports media.
The Legal Reality of Sports Branding
Trademark law in France, overseen by the National Institute of Industrial Property (INPI), allows entities to register phrases if they are not already claimed in specific commercial categories. The success of the Limoges CSP filing suggests that the football club may have failed to adequately protect the phrase within the necessary industrial or commercial classifications, or that the window for doing so had lapsed.
This situation serves as a stark reminder that in modern professional sports, heritage is not enough to protect a brand. Clubs must act as corporate entities, treating their slogans, chants, and historical identifiers with the same rigor as their player contracts or stadium leases. When a club neglects to register a trademark, they leave the door open for other organizations to claim ownership, regardless of the cultural history behind the words.
What Happens Next for OM and Limoges CSP
At this stage, Olympique de Marseille faces a difficult path forward if they intend to regain control of the slogan. Options typically involve legal challenges to the validity of the registration or negotiations with Limoges CSP to purchase the rights. However, such disputes can be lengthy and costly, often requiring proof that the original holder had established clear, long-term commercial use of the phrase prior to the new filing.
For Limoges CSP, the challenge will be managing the public perception of the move. While they are within their legal rights as registered trademark holders, the optics of “taking” a slogan from one of France’s most popular football clubs are significant. Fans and stakeholders will be watching to see if the basketball club intends to use the slogan actively or if this was a tactical maneuver intended to gain leverage in a broader negotiation.
We will continue to monitor any official statements from both the Olympique de Marseille front office and the Limoges CSP management regarding potential legal appeals or settlements. For now, the legal landscape surrounding this iconic phrase remains firmly in the hands of the basketball club.
Have thoughts on the intersection of sports branding and intellectual property? Share your perspective in the comments below as we continue to track this developing story.
