Arsenal legend’s ‘Invincibles’ cash grab: How one of their former stars snapped up the trademark to their greatest-ever season from under the club’s nose

It was a random phone call in late 2022 that had brought the Arsenal hierarchy to a standstill.

The Gunners had started their Premier League season strongly, looking to win a first league title since the Invincibles side of 2004.

Yet ex-goalkeeper Jens Lehmann, a key part of the record-breaking team that went an entire season unbeaten in the league, got in touch to tell the club that he had secured the brand rights to the Invincibles ahead of the 20th anniversary season. birthday.

The label given to one of Arsenal’s most important achievements in its 137-year history was no longer theirs.

The club was shocked. They had never thought about securing the trademark and didn’t know anyone was doing so.

Especially since at the time sixteen years had passed since this feat. Lehmann began the process in late 2020, which was approved two years later – and has cost him up to £30,000. It means the German has the legal right to prevent any other brand from calling itself the Invincibles – including his former employers.

“I came up with the idea because the name Invincibles is becoming increasingly popular as the 20th anniversary approaches,” he tells Mail Sport. “And no one had it, so I went to look at it. I was ready to get the trademark rights for our group, so anyone who uses it is violating our brand.

‘Sometimes you have guys from all over Europe, Africa or Asia who used that. They could have done that without permission and called themselves the “Invincibles, whatever.” And they can’t do it anymore.

‘They (the club) were probably a bit surprised because no one thought about registering the brand name. At least they know it’s under control now.’

It is understood that Arsenal have taken no action to challenge the trademark. If they had, it would have been complicated.

Sam O’Toole, senior lawyer at Briffa Legal, said: ‘I can imagine the club wishing they had thought of registering the title as a trade mark when they became aware of it at the time.

‘If the club had got things straight, that wouldn’t even have been a question because the club would already have owned the trademark, because the performance, the actual trademark registration, would have been owned by the club.

“If they try to cancel the player’s trademark, it will likely end in a protracted dispute.”

Now that the 54-year-old has secured the trademark, his plans are lofty, to say the least. Three production companies have approached him since September about making an Invincibles documentary this summer.

Lehmann says he, his former teammates and coaching staff are currently in discussions with them.

In the meantime, he is setting up a business before this summer, which he claims will involve the entire team, including ex-manager Arsene Wenger.

It is understood that an overseas tour, a 2004 match against Manchester United or a team of former players from around the league and Invincibles memorabilia are all on the group’s radar.

He says: ‘We have 28 players and 12 staff, including the boss (Wenger). The company has not yet been established because we are busy with the preparations.

‘There will be one or two events here soon, where we will give something back to the people. Everyone will be a shareholder in the company.

‘It’s easier to get all the members of our group into one company because you have costs that you have incurred and you don’t have to divide them among thirty people.

‘When we have income, we will do something for a good cause (Arsenal-related).’

Looking at the 2004 team reveals the enormous power of personalities. The steely Martin Keown, the world beater Thierry Henry and the physically imposing Patrick Vieira are just three of them.

You’d probably think you’d be a fly on the wall of their reactions when they discovered the trademark situation. But Lehmann says it was the opposite.

“I think most players really appreciate it,” he says. ‘We come together as a group and do something together. And hopefully we have fun. After twenty years we are united again.

‘Until now they hadn’t wanted to do it (obtaining the trademark) because it’s a lot of work. So far it’s just production costs! £20,000 to £30,000 (in the last two years) for registration, payment of fees etc.’

Arsenal are extremely proud of the Invincibles name and have used the name in various ways to showcase the achievement. Justifiably. Many players from the team are still intertwined with the club.

For example, Edu is sporting director and Gilberto Silva is club ambassador. It begs the question: the club store sells Invincibles merchandise. That’s allowed?

“I’m aware of it,” he explains. ‘The lady in the shop said it sells like gold!

“It’s something we haven’t talked about yet. I don’t make decisions myself. We have to discuss everything, talk to the club. And then the club will probably come up with even more good ideas.

‘If the shareholders say we should do something, then yes, then maybe we should do something. But if the shareholders say, “Let’s let the club do what they want with it and they generate some more attractive opportunities for us…” You know, like I said, everyone (and the club) will be happy.

“We could have an event in the Emirates. So the club is super important.’

The 20th anniversary in two weeks comes as Arsenal chase Manchester City in the league. It is their only chance of success this season after being knocked out of the Champions League quarter-finals against Bayern Munich last month.

If the Gunners fail to win the title this year, the number of years since the Invincibles achievement will continue to grow.

“Of course the achievement increases as more years go by without anyone winning the competition undefeated,” he adds.

‘But of course I want the current team to win the championship this year because that would be great for the club. That would be great for the brand, but also for us.’