Imagine a beloved football chant, a rallying cry that’s been echoing through the stands for generations, suddenly becoming the exclusive property of a single entity. That’s exactly what’s happening as Newcastle United attempts to trademark the iconic Geordie phrase 'Howay the Lads.' But here’s where it gets controversial: while the club sees this as a way to protect its brand, others argue it’s a move that could stifle local businesses and strip the phrase of its communal spirit. Let’s dive into the details.
Newcastle United has officially filed a trademark application with the UK Intellectual Property Office (IPO), seeking exclusive rights to use the phrase 'Howay the Lads' on a wide range of merchandise—from football shirts and alcoholic beverages to lampshades and air fresheners. The application, submitted in March 2026, just days before their historic Carabao Cup victory over Liverpool, has already sparked opposition. If successful, the trademark would initially last for 10 years, with the possibility of indefinite renewals. But this is the part most people miss: the phrase, which translates to 'come on, boys,' is deeply rooted in Geordie culture and has been a staple of fan chants and stadium displays at St James' Park for years. Groups like Wor Flags have prominently featured it in their visuals, making it a symbol of unity for supporters.
Here’s the kicker: if Newcastle wins the trademark, other businesses—especially small, local firms—could be barred from using the phrase on their products, potentially harming their livelihoods. This has raised questions about whether a football club should have the right to monopolize a phrase so intertwined with regional identity. Newcastle has already successfully trademarked 'Howay the Lasses' for their women’s team shirts in 2025, but 'Howay the Lads' is a different beast altogether.
The phrase isn’t just a chant; it’s a cultural touchstone. It’s emblazoned above the tunnel at St James' Park, broadcast globally during matches, and even featured on the men’s home shirts. The club has also used it extensively in social media campaigns, including their build-up to a Premier League clash with Manchester City. But should one entity own the rights to something so deeply communal?
This isn’t the first time a football-related trademark has caused a stir. Cole Palmer recently trademarked his 'Cold Palmer' celebration, and global stars like Cristiano Ronaldo and Lionel Messi have done the same with their names and phrases. However, Liverpool’s attempt to trademark the word 'Liverpool' was blocked by the IPO due to its 'geographical significance,' with supporters' group Spirit of Shankly even staging a protest in 2019. Liverpool’s response? They accepted the decision but vowed to continue fighting against illegal exploitation of their intellectual property.
So, what do you think? Is Newcastle’s move a fair way to protect their brand, or is it overstepping by claiming ownership of a cultural phrase? Let us know in the comments—this debate is far from over. And while you’re here, make sure to keep up with our latest sports headlines by adding us as a Preferred Source on Google Search. Click here to activate: https://www.google.com/preferences/source?q=chroniclelive.co.uk.
