Skip to content

Kelsey Farish

  • Home
  • About
    • portfolio
    • Contact
    • T&Cs
    • Privacy Notice
  • LEGAL TOPIC
    • Confidentiality
    • Copyright
    • Data Protection
    • Expression
    • Image Rights
    • Publicity
    • Privacy
    • Reputation
    • Trade Marks
  • BUSINESS SECTOR
    • Advertising
    • Artificial Intelligence
    • Brand Management
    • Deepfakes
    • Digital Platforms
    • ecommerce
    • Fashion
    • Film and TV
    • Music
    • News Media
    • Photography
    • Social Media
    • Sports
    • Start-ups
  • Student Resources
    • Frequently Asked Questions
    • Buy my Bar Exam Study Schedule
    • upcoming events
    • case references
  • Home
  • About
    • portfolio
    • Contact
    • T&Cs
    • Privacy Notice
  • LEGAL TOPIC
    • Confidentiality
    • Copyright
    • Data Protection
    • Expression
    • Image Rights
    • Publicity
    • Privacy
    • Reputation
    • Trade Marks
  • BUSINESS SECTOR
    • Advertising
    • Artificial Intelligence
    • Brand Management
    • Deepfakes
    • Digital Platforms
    • ecommerce
    • Fashion
    • Film and TV
    • Music
    • News Media
    • Photography
    • Social Media
    • Sports
    • Start-ups
  • Student Resources
    • Frequently Asked Questions
    • Buy my Bar Exam Study Schedule
    • upcoming events
    • case references

Ricciardo’s ritual returns at Monaco Grand Prix

May 28, 2018October 22, 2020 Kelsey Farish 1 comment
Ricciardo’s ritual returns at Monaco Grand Prix

Australian Formula One driver Daniel Ricciardo has an interesting celebratory ritual: he drinks champagne from his sweaty racing shoe. Keen to capitalise on the popularity of the stunt, Formula One has recently trademarked the name of this quirky act, known as a “shoey.”

Drinking champagne from a lady’s slipper was once a symbol of decadence in the early 1900s. According to drinks and culture website VinePair, sipping booze from shoes is said to be of Russian origin, dating back to the late 19th century. At the Bolshoi Ballet in Moscow, fans may have drunk vodka from their favourite ballerinas’ satin slippers!

Image result for drinking champagne from a shoe

The shoey celebration has found itself popular once again, at least in Australia. Dean and Shaun Harrington of the The Mad Hueys surfing brand are said to have reintroduced this strange practice – and the name “shoey” – back in 2002. As The Mad Hueys gained in popularity, more celebs in the shoey.

However, the shoey only really hit the global stage after Red Bull racing champ Daniel Ricciardo adopted the tradition to celebrate his racing victories. During a press conference in 2016, Ricciardo admitted that it “basically comes from a few Aussies called the Mad Hueys. I just thought I’d keep the Australian tradition going!” Cognizant as ever of the branding and merchandising potential behind their biggest stars, Formula One Licensing B.V. has now trademarked shoey.

When asked at the Spanish Grand Prix about F1 trademarking his so-called trademark, Ricciardo said, “I don’t know what that means. Can I still do it or are they going to fine me every time?”

Image result for ricciardo monaco
Daniel Ricciardo (Australia, racing for Red Bull) does a “shoey” on the podium, while Lewis Hamilton (UK, racing for Mercedes) who came in third, looks on.

Hopefully by now, his team will have explained that the trademark protection only extends to the use of the word on certain products. F1 won’t be able to stop Daniel, or anyone else for that matter, from celebrating in this way.

Now registered in 25 countries, the shoey trademark is protected in the United States, Germany, Italy, France and the United Kingdom (you can see the UK’s Intellectual Property Office record here).

It’s important to note that trademarks are categorised according to the products or services to which they relate. When making an application for trademark protection, the applicant must choose from one of the classifications under the Nice Agreement (1957). Registering a trademark in one particular class cannot prevent someone from registering the same trademark in a different class.

F1’s shoey registration is for use on items in Class 21, which covers household goods such as glasses, bottles, mugs, sculptures and figurines. Accordingly, we might see shoe-shaped beer steins with shoey written on them for sale at the F1 shop. In addition – or perhaps alternatively – trademarking shoey could be a defensive move by F1, to keep someone else out of the market.

F1 previously attempted to register shoey in Class 25, which would have protected the use of shoey on clothing, hats, and some types of shoes. However, this was cancelled due to an earlier registration by the Harringtons. This is why the Mad Hueys are able to use shoey on their line of clothing, but wouldn’t be able to use it on glasses or mugs without stepping on F1’s toes (or tyres, I suppose).

Screenshot 2018-05-28 at 10.35.25 AM.png
Trademark battle: The Mad Hueys website explains: “Passed down from our ancestors, the Shoey ritual runs deep within The Hueys family. The Shoey is ours and its here to stay! This limited edition collection asserts our position as the true kings of the Shoey!”
Daniel RicciardoF1Formula OneMonacoMonaco Grand Prixsportssports lawtrade marktrademark

Related Posts

A Lawyer’s Take on Social Media Misdeeds: Part 1
A Lawyer’s Take on Social Media Misdeeds: Part 1
Can the Rockets Rebound? The NBA’s Twitter Problem in China
Can the Rockets Rebound? The NBA’s Twitter Problem in China
From stealing to kneeling, what do NFL player contracts say about “bad” behavior?
From stealing to kneeling, what do NFL player contracts say about “bad” behavior?
A Step Too Far? Fifa takes down celebratory World Cup dance video
A Step Too Far? Fifa takes down celebratory World Cup dance video

Post navigation

UEFA scores goal against internet giants to prevent copyright infringement
Fair Play to use FIFA trade marks on social media?

One comment

  1. Pingback: 🎂 KelseyFarish.com’s 1st Birthday! – Kelsey Farish

Leave a Reply Cancel reply

Kelsey Farish

Kelsey Farish

Media + Tech Lawyer

Got lost on my way to drama school, now a media and technology lawyer in London.

I write about deepfakes, publicity, privacy, advertising, the audiovisual sector, and creative industries from a legal perspective.

Follow me on Twitter

My Tweets

You might also like to read:

For creatives in California, a recent employment law case may raise concerns over copyright ownership
Copyright ➤ May 26, 2018

For creatives in California, a recent employment law case may raise concerns over copyright ownership

This story was first published for the 1709 Blog, where I regularly write about copyright law in entertainment, technology and media.  A California court ruling from April has raised concerns regarding its potential impact on copyright ownership. In Dynamex...

Read More
Cisco v Arista: what next for computer programs and copyright?
Copyright ➤ February 12, 2018

Cisco v Arista: what next for computer programs and copyright?

Computer programs are functional, but they are also “literary works” that may be protected under copyright law. In December 2016, Arista Networks defended itself against a $335 million copyright infringement lawsuit from Cisco Systems. Cisco...

Read More
France vs Russia in media regulator showdown
Film and TV ➤ July 11, 2018

France vs Russia in media regulator showdown

France’s broadcasting regulator recently issued a warning to the French division of Russian television channel RT for falsifying facts in a programme about the use of chemical weapons in Syria. The following day, the Russian state media regulator accused French television channel France 24 of violating Russian media laws.

Read More

Subscribe

Stay up to date by subscribing and receive my posts by email.

  • Law
    • copyright
    • human rights
    • privacy law
    • trade marks
  • Fashion
    • advertising
    • celebrities
    • ecommerce
    • instagram
    • marketing
    • personality rights
  • Media and Entertainment
    • celebrities
    • cinema
    • digital media
    • free speech
    • journalism
    • music
    • sports
    • television
  • Digital Culture
    • artificial intelligence
    • image rights
    • deepfakes
    • privacy
    • reputation
© 2021Designed by Little Theme Shop