The St Bernard puppy Maddli (see image below) is the mascot of the UEFA Women’s EURO 2025, which is taking place in Switzerland from 2 to 27 July. The name refers to the young girl Madeleine Boll, who in 1964 became the first female player in Switzerland to receive a football licence – but only because the football association mistakenly thought she was a boy. ‘Maddli’ is registered as a figurative trade mark under No 825933 and as a word mark under No 825935.
Approximately 210 active trade marks with a football motif are currently registered in Switzerland. The proportion of trade marks based in Switzerland is approximately 56%, with most registrations coming from FIFA and UEFA. But football clubs such as FC Basel, FC Biel and FC Baden also have trade marks with a football motif.
12 active trade marks with the word element ‘Women’ are held by UEFA in Switzerland. This corresponds to around 8% of all trade marks that UEFA owns in Switzerland. These are almost exclusively trade marks that are protected for women’s football tournaments, such as the Women’s EURO, the Women’s Nations League and the Women’s Europa Cup. They include 1 figurative mark, 7 combined word/figurative marks and 4 word marks.
A total of 47 trade marks have been registered by the 9 clubs whose home stadiums are hosting the Women’s EURO 2025. These include: FC Basel (St. Jakob-Park), BSC Young Boys (Wankdorf Stadium), Servette FC (Stade de Genève), FC Zurich and Grasshopper Club Zurich (Letzigrund Stadium for both), FC St. Gallen (Arena St. Gallen), FC Luzern (Allmend Stadium Lucerne), FC Sion (Stade de Tourbillon) and FC Thun (Arena Thun). Of these 47 trade marks, 15 are registered as word marks and 32 as word/figurative marks. The leader in terms of trade marks is not this year’s Swiss champion FC Basel, but Bern’s Young Boys with a total of 16 registered active trade marks.
