For the last 15 years, the term “Louligan” has become a hallmark in St. Louis, representing soccer enthusiasts—specifically, the dedicated supporters of St. Louis CITY SC, known for their fervent loyalty and the nonprofit initiative they established to fundraise for charitable causes.
Now, a commercial enterprise aims to make that name well-known in the beverage industry.
Mitch Morice, a board member of the St. Louligans, reveals that the nonprofit learned about a local beverage company’s intention to trademark the name “Louligan” only after they attempted to trademark their own logo, leading to a potential “David and Goliath” legal situation that warranted a careful assessment of costs and benefits.
Frustrated by the unauthorized use of their goodwill in selling merchandise such as hats and T-shirts, members of the Louligans enlisted a paralegal to send cease and desist letters upon discovering counterfeit items on platforms like Facebook Marketplace. “Then a couple of weeks later we’d receive another letter from yet another fly-by-night operation,” Morice notes. A registered trademark seemed like an effective way to safeguard their brand.
Subsequently, they discovered that Beck Flavors, a company based in Maryland Heights, had submitted a trademark application for their name in April. (While Morice did not mention the firm’s name, it is easily traceable online.)
This is distinct from registering a logo (the Louligans’ logo has already received trademark approval), but board members were astonished that someone would leverage their name for beverage sales. They attempted to communicate with Beck Flavors’ lawyer, but it quickly became apparent that the company was not willing to retreat.
Following an inquiry from SLM yesterday, Beck Flavors issued a statement indicating they pursue trademarks for clients, whom they support with “full-service beverage creation services.”
The statement elaborated, “Recently, at a client’s request, Beck Flavors sought the beverage-specific trademark for ‘Louligan’ and ‘Louligans.’ This trademark application is not for ‘St. Louligans’ and does not feature the skull and crossbones logo. Due to a non-disclosure agreement, we cannot disclose the client’s identity or its future product plans. Beck Flavors appreciates the recent clarification from the St. Louligans fan club that their concerns are not directed at Beck Flavors.”
Ultimately, the Louligans felt they had no choice but to concede.
“We assessed the situation, and the legal expenses associated with a dispute like this would likely amount to the cost of a used to new Honda Accord,” Morice explains. “If this third party has sufficient funds to engage this firm as a registrar and flavor developer, they probably possess the means to prolong this battle and drain our resources.”
While the Louligans are confident in retaining their right to use their name, they acknowledge they cannot prevent the yet-to-be-identified beverage producer from doing so.
Nonetheless, given St. Louis’s community spirit, Morice believes the Louligan name may not benefit the beverage makers as they expect. The Louligans are actively informing the public that they do not endorse this commercial venture and urge people to refrain from purchasing unauthorized products.
“There will be considerable backlash,” he warns. “This doesn’t even account for our friends, partners, and members’ workplaces that might say, ‘We won’t support this company if they approach us.’”
Although widely recognized for their backing of soccer in St. Louis, the Louligans have cultivated a strong reputation for charitable work. At every home game for CITY, they manage a Charity du Jour program, raising funds for a different cause each week. Last spring, the city acknowledged the group’s philanthropic efforts with an honorary street renaming, designating N. 21st Street between Olive and Locust streets as “Louligan Street.”
Morice highlights that every January, the Louligans host a charity match at a soccer park in Fenton to support the community. “Essentially, we replenish the St. Louis Area Foodbank, which often faces shortages after the holiday season,” he explains. “I don’t recall the exact figures, but it amounts to thousands of meals that we collect every first Saturday of the year—year after year. For me, that is far more significant than a name.”
