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Beckham's Boys?

Fusion Heats Up: Could This Be MLS's Newest Logo?

ASN's Josh Deaver examines a new twist in what might be David Beckham's Major League Soccer team: a trademark update complete with a logo and a new slogan.

BY Josh Deaver Posted
March 05, 2014
11:33 AM
Last week, ASN reported on a series of curious trademark claims, web domain registrations, and corporate filings surrounding the name “Miami Fusion FC”. The overwhelming connections found throughout the myriad of documents appear to suggest that David Beckham could be planning to resurrect the once-shuttered team name when his MLS franchise makes its debut in 2017.

A recent update to the initial trademark claim, filed last Thursday—ironically, the same day ASN’s report was published—provides further insight into the potential branding strategies surrounding Beckham’s Miami project.

The addendum also offers the first look at the potential Miami Fusion crest design. From the filing: “The mark consists of the wording "MIAMI FUSION" above a shield design, with a stylized eagle design and soccer ball in the center. The letters "F" and "C" appear on the soccer ball.” A horizontal alternate logo, filed simultaneously, shows a near identical design.

In addition to the trademark update, an entirely new claim for the word mark, “We Are the Dream” has also been filed by InteliSport Inc.—once again with the help of Miami-area law firm Akerman Senterfitt LLP, who have been registered as official lobbyists for Beckham Brand Limited since November.

InteliSport Inc., registered officially in the British Virgin Islands, is all but confirmed as a wholly owned property of Miami-area technology outfit, the Inteligensa Group and, specifically, CEO Venanzio Cipollitti, whose name and signature appear on a majority of the relevant documents.

When approached for comment on the original story, Mr. Cipollitti told ASN: “Miami Fusion FC is a major professional sports project. We cannot provide any further information for now.”

ASN will have more information as it becomes available.

ASN Contributing Editor Josh Deaver is a former academic turned soccer obsessive. Follow him on Twitter.

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