WHATEVER next, trademarking the air? Liverpool’s bid to trademark the name of their city has, appropriately, been rejected, and supporter groups such as “Spirit of Shankly” have expressed their relief. It must be something of an embarrassing situation, for this is a club that has long aligned itself to the city’s culture, the very meaning of being “scouse” and regional identity. To trademark the name of the city is, in effect, grabbing something that belongs to that city and its people. Football fans always claim, somewhat erroneously, that a club belongs to them, but in actual fact it belongs to the owners. The name “Liverpool” does not belong to the owners of a football club or the football club itself, one that represents only…