The cooperation between Vasaloppet and Ports Group started out with an unconditional meeting between the advisors of Ports Group and the marketing department at Vasaloppet.
The reason for the meeting was that Vasaloppet wanted to get better control of their intellectual property rights in terms of registered trademarks, and digital assets in terms of domain names.
The purpose of the meeting was to get a clear view of the current state of the domain names and trademarks owned by or associated with Vasaloppet, and formulate an action plan of getting where Vasaloppet wanted to be.
Before the meeting, Ports Group’s advisors had analysed the current state of the Vasaloppet’s trademarks and domain names. It was quickly agreed that there were large gaps in the current trademark protection that needed to be taken care of immediately, and that the owner and contact details of the existing registered trademarks and domain names differed and in some cases even wrong. The portfolios were also scattered between different suppliers which all in all resulted in an unreasonable amount of administration as well as the constant risk of actually miss a renewal of a trademark and/or domain name.
Vasaloppet wanted sole rights to their brands in the EU, Norway, the US and China, as well as a consolidated management of trademarks and domain names. The main task for Ports Group was subsequently to initiate an extensive trademark application process at the same time as consolidating all existing trademarks and domain names in a management service where all administrative tasks as well as the legal responsibility is transferred from Vasaloppet to Ports Group.
The reason Vasaloppet chose Ports Group was our full service management for trademarks and domain names. To quote Jon Svensson, Head of Marketing at Vasaloppet:
”Finally, someone has worked this out!”