A-League avoids legal stoush with building company over new logo

Alex Conrad and Marco MonteverdeNCA NewsWire
The logo of Adelaide Building Consultancy bears a striking resemblance to the new A-League logo. Supplied
Camera IconThe logo of Adelaide Building Consultancy bears a striking resemblance to the new A-League logo. Supplied Credit: Supplied

A recent revision of the A-League logo left fans scratching their heads, as the new version beared a striking resemblance to that of an Adelaide construction company.

The Australian Professional Leagues, the governing body of the A-Leagues, launched the competition’s rebrand on Wednesday, placing both the men’s and women’s competitions under the one banner. Part of the new-look competition was a fresh logo.

Watch the world’s best footballers every week with beIN SPORTS on Kayo. LIVE coverage from LaLiga, Bundesliga, Ligue 1, Serie A, Carabao Cup, EFL & SPFL. New to Kayo? Start Your Free Trial >

However, fans were quick to point out the logo was eerily similar to the one used by Adelaide Building Consultancy, with social media sent into a frenzy.

Despite the similarities, any legal stoush is certain to be avoided, due to the fact Adelaide Building Consultancy is not a registered trademark in Australia.

On the contrary, the APL has trademarked its new logo under 11 classes.

“All the required registrations of the logo have taken place, based on expert advice, within a brand development strategy that has been in the process for many months,” an APL spokesperson said.

The logo of Adelaide Building Consultancy bears a striking resemblance to the new A-League logo. Picture: Supplied
Camera IconThe logo of Adelaide Building Consultancy bears a striking resemblance to the new A-League logo. Supplied Credit: Supplied
Australian football has revealed its new identity, with the men’s, women’s and youth leagues brought together under a unified ‘A-Leagues’ banner. Supplied via NCA NewsWire
Camera IconAustralian football has revealed its new identity, with the men’s, women’s and youth leagues brought together under a unified ‘A-Leagues’ banner. Supplied via NCA NewsWire Credit: Supplied

The logo storm came just one week after the fixture release for the upcoming season caused serious backlash from South Melbourne over Western United’s use of Lakeside Stadium.

Western United locked in seven fixtures to be played at the famous ground, however South Melbourne, which plays all of its home fixtures at Lakeside, claimed it were never consulted by anyone in regards to the A-League men’s club using its venue, and will “vigorously oppose” the plan.

“Executives at Lakeside Stadium and Melbourne Sports Centres have advised South Melbourne FC that contrary to the announcement made by Western United FC, there is no written or signed agreement in place with Western United FC or the Australian Professional Leagues to allow Western United FC access to Lakeside Stadium for the 2021/22 A-League Season,” the statement read.

“South Melbourne considers Western United to be a direct competitor in the Melbourne, Victorian and Australian football market.

“Their acceptance to the A-League was based largely on the commitment to having a purpose-built football stadium constructed in Melbourne’s west.

“It is approaching three years since the A-League expansion clubs were announced and construction works have still not commenced.

“Western United’s use of Lakeside Stadium is not acceptable and South Melbourne FC will vigorously oppose any such plans.

“South Melbourne can confirm that it will be exercising all rights to prevent Western United FC from playing A-League matches at Lakeside Stadium.”

As it stands, Western United is still slated to play seven home games at the ground.

The 2021/22 A-League men’s season begins on Friday November 19.

Originally published as A-League avoids legal stoush with building company over new logo

Get the latest news from thewest.com.au in your inbox.

Sign up for our emails