Turner’s esports media brand ELEAGUE has had its trademark challenged by sportswear company Adidas. Per a 139-page USPTO notice filed on October 10, Adidas is opposing ELEAGUE’s trademark application over concerns that the similarities in trademarks may lead to confusion and dilution.

It’s pretty clear from the above image that both logos are relatively similar. There’s also fairly good arguments made by Adidas within the opposition notice—including that ELEAGUE has the potential to host tournaments for video games that include Adidas’ branding. As the official sponsor of several U.S. professional sports leagues, Adidas has noted branding across titles like FIFA and NBA 2K.

“The adidas 3-Stripes Mark has been and is currently being used, in interstate commerce, on or in connection with computer game and video game software, and adidas’s sponsorship of electronic sports events and electronic sports teams,” the notice includes.

Adidas also has some deep history with the esports industry. As far back as 2006, the company has sponsored SK Gaming, CNB e-Sports Club, Copenhagen Wolves, Mousesports, and ESL‘s ENC 2008. This year, Adidas became the official outfitter for esports organizations North and Vitality, and is also the official sponsor of the FIFA Interactive World Cup.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]Ultimately, this could go to trial, though most trademark oppositions end up in some sort of settlement. [/perfectpullquote]

Turner now has 40 days to file a response to the opposition, where it can either confirm or deny Adidas’ allegations. Ultimately, this could go to trial, though most trademark oppositions end up in some sort of settlement.

This is now the second notable trademark contention this year, with the first being a potential opposition to Blizzard Entertainment’s Overwatch League from Major League Baseball. As we noted at the time, MLB’s logo has been thoroughly imitated around the sports world—and while possible, the intersection of MLB and Overwatch is relatively preventable (the opposition was dropped subsequently). ELEAGUE and Adidas’ potential overlap, however, is worth consideration, and we’ll be sure to keep tabs on this case as it moves forward.