MOTORSPORT: Shoey on the other foot

COMMENT

If you thought Bernie Ecclestone milked every last dollar out of Formula 1 for the best part of 40 years, an alarm has sounded that those who have succeeded him with the sport's ownership reins, American media mob Liberty, intend to be just as greedy.

It's come to light this week that, a little over eight months ago, Liberty quietly trademarked the 'Shoey' made famous in F1 by Daniel Ricciardo.

That commercial move, as daring as any passing manoeuvre by Ricciardo on his rivals on the racetrack, came within weeks of the carsales.com.au global ambassador's grand prix victory and 'Shoey' celebration in Baku, Azerbaijan, last June.

It applies, it seems, in 25 countries, including Australia, F1 heartland countries Britain, Italy, Germany and France, as well as the United States, where Liberty has ambitions of raising the sport's profile above almost invisible.

According to British newspaper The Independent, F1's branding department, Formula One Licensing, was granted a trademark registration to the word 'Shoey' by the World Intellectual Property Organisation (WIPO) on August 24, 2017.

It covers use of the term on mugs, glasses, bottles, flasks, figurines and sculptures.

But, try as Liberty did, it couldn't get a trademark to the word on clothing.

That right apparently is registered to Australian Korinne Harrington, a relative of Dean and Shaun Harrington, the faces of the surfing and fishing brand The Mad Hueys.

They claim to have been drinking Shoeys as far back as 2002.

In motor racing the Shoey came to prominence through Supercar driver David Reynolds, although he admits ute racer Ryal Harris had indulged in the practice – drinking champagne out of a driving boot – before him.

Ricciardo later introduced it to F1 and Aussie motorcycle rider Jack Miller did it too when he won in MotoGP.

Among those Ricciardo has coaxed into joining him in drinking from his sweaty boot have been his Red Bull F1 predecessor Mark Webber as well as his own driving contemporaries and entertainment celebrities who have been part of GP celebrations.

Red Bull, sponsor of both Ricciardo and Miller's international racing, even tweeted a link for fans to make their own cardboard Shoeys to drink from on New Year's Eve.

Ricciardo had flagged a little after last year's Baku win that he may drop the Shoey from future celebrations, saying he had "dug a hole" for himself with people wanting him to do it everywhere he goes.

But he couldn't help himself from doing one after his shock victory in Shanghai last month.

Instead of Ricciardo now being the commercial beneficiary from any F1 merchandising out of the practice, or certainly use of the word Shoey, Liberty seems to have 'stolen his line'.

It's unlikely to be able to stop stars in other sports celebrating in a similar way, but its trademark may have given it a green light to curtail them selling souvenirs carrying the word Shoey.

Supercar driver Reynolds has the best idea though. From now on, he wants it known as The Bootee.

Reynolds is mightily peeved at the company whose best ideas in the year and a bit that it's owned F1 have been the misguided use of boxing's Michael Buffer introducing the GP drivers at the Circuit of the Americas in Texas and getting rid of grid girls.

Reynolds doesn't want to see Liberty coining it from something that originated in Australia and has become synonymous with Australians.

Not only might Bootee get around the problem, it's more accurate anyway.