Hero or…

By now you’ve heard that Muhammed Ali has sold the rights to exploit his once-platinum name and fame for $50 million. It’s a little late in the game for The Greatest, I suppose, but why not?

Here’s a trademark-and-branding sub-angle to the story, though, that really has me scratching my head:

Mr. Ali, through affiliates, will retain a 20% interest in the business, which will be operated through a newly formed company named G.O.A.T. LLC. G.O.A.T., which stands for “Greatest of All Time,” is a trademark of G.O.A.T. LLC and the name by which Mr. Ali is recognized globally.


Ron Coleman