Verstappen applies to trademark “simply lovely” radio catchphrase · RaceFans

Max Verstappen has applied to trademark his “simply lovely” radio catchphrase to use it for a clothing range.

The European Union Intellectual Property Network confirmed Verstappen made the application in May this year.

The three-times world champion is seeking to reserve use of the phrase on a range of garments including clothing, footwear, headgear and more. He already sells a range of clothes featuring a logo bearing the text on his website.

The application describes the range as “Simply Lovely inspired by Max Verstappen.” It will also give him the rights to use the phrase for advertising and other purposes.

The Red Bull driver first used the phrase when he passed Sebastian Vettel to take the lead of the Mexican Grand Prix on the first lap in 2017. “Simply, simply lovely,” declared Verstappen on his radio. “Oh, simply mate,” replied race engineer Gianpiero Lambiase.

Vettel and Lewis Hamilton collided behind him moments later, leaving both of Verstappen’s closest rivals with damage. Verstappen went on to win the race, taking the third victory of his career, while Hamilton clinched his fourth world championship title.

Verstappen has won another 58 grands prix since then. He has occasionally used the phrase on his radio at some events. Last year he celebrated his victory in the United States Grand Prix sprint race saying: “Simply, simply lovely, that.”

However his rival Lando Norris adopted it when he won Verstappen’s home race at Zandvoort earlier this year. He told his race engineer Will Joseph “simply lovely, man” after beating Verstappen to the line by 22 seconds.

Verstappen is in the midst of an unusually long win-less streak. His last victory came at the Spanish Grand Prix nine rounds ago. He did not invoke his catchphrase on that occasion, remarking “another nice win there” after finishing two seconds ahead of Norris.

Advert | Become a RaceFans supporter and go ad-free

Formula 1

Browse all Formula 1 articles