Cold Palmer: Trade Marks, Image Rights, and the Business of Being an Athlete

When England midfielder Cole Palmer first folded his arms in his now-iconic ‘shivering’ celebration, it may have seemed like little more than a moment of swagger. But, in November 2025, Palmer took the gesture beyond the pitch by successfully registering trade marks for his name, autograph, facial image, signature celebration gesture, as well as the phrase “Cold Palmer”, with the UK Intellectual Property Office (UKIPO).

Following the official launch of his brand on Instagram on 26 January 2026 (complete with a “CP” logo built around his ‘cold’ celebration), Palmer’s strategy reflects a growing trend in modern sport. Elite athletes are increasingly focused not only on their performances on the pitch, but also on protecting and commercialising their identities off it, recognising their image as a commercial asset, and seeking to maximise its value.

This article examines how Palmer's trade mark registrations fit within the UK's legal framework under the Trade Marks Act 1994, what they reveal about the commercial strategy behind athlete branding, and why the trend matters far beyond one player's celebration. It considers the registration requirements Palmer had to satisfy, the enforcement and monetisation opportunities his portfolio now unlocks, and the broader shift, driven by social media, AI, and a new generation of supporters who follow players rather than clubs, that is turning elite athletes into standalone commercial brands.

Article Overview

• Cole Palmer’s Trade Marks
• UK’s Legal Requirements for Registering a Trade Mark
• A Shift Towards Ownership, Control and Asset Management
• Key Takeaways For Athletes