The owners of Formula One have performed a daring manoeuvre which has handed them the rights to the word ‘Shoey’ - the podium celebration of drinking champagne from a shoe.

The Shoey was most recently seen earlier this month when Red Bull Racing driver Daniel Ricciardo won the Chinese Grand Prix. The Australian is famous for celebrating in this way on the podium and has even got celebrities including Sir Patrick Stewart and Gerard Butler to drink champagne from his shoe after winning races.

There was to be no repeat of the Shoey in Sunday’s Azerbaijan Grand Prix though, with Ricciardo clashing with Red Bull teammate Max Verstapppen in a high-speed accident that took the pair out of the race and left them facing a fierce backlash from within the team. However, it may be only a matter of time before Ricciardo’s ritual returns this season and goes mainstream.

Azerbaijan Grand Prix 2018 in pictures Show all 17 1 /17 Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Lewis Hamilton celebrates winning the Azerbaijan Grand Prix after a lucky turn of events. Getty Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Hamilton was late to the podium after running through the paddock to console teammate Valtteri Bottas. Getty Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Hamilton had also called for a red flag after Romain Grosjean's crash behind the safety car. Getty Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Daniel Ricciardo plows into the back of his Red Bull teammate Max Verstappen Rex Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix The two Red Bulls had been neck-and-neck throughout the race. Getty Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Daniel Ricciardo launched numerous attempts to try and pass Max Verstappen before their crash. Reuters Azerbaijan Grand Prix 2018 in pictures Azerbaijan Grand Prix Sebastian Vettel initially led the field away from pole. Getty Images Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Sebastian Vettel secured his third straight pole position. Getty Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Sebastian Vettel will start the Azerbaijan Grand Prix from pole position ahead of Lewis Hamilton and Valtteri Bottas Reuters Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Lewis Hamilton will start alongside Vettel in second. Getty Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Vettell showed his pace in Saturday practice before setting the fastest time in Q3. Getty Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Valtteri Bottas starts in third behind his Mercedes teammate. Getty Azerbaijan Grand Prix 2018 in pictures Saturday Qualifying Hamilton climbs into his Mercedes at the start of qualifying. Getty Azerbaijan Grand Prix 2018 in pictures Friday Practice Daniel Ricciardo is a man in form Getty Azerbaijan Grand Prix 2018 in pictures Friday Practice Daniel Ricciardo remains the man in form Getty Azerbaijan Grand Prix 2018 in pictures Friday Practice Red Bull were able to repair Max Verstappen's car in time to get out for second practice Getty Azerbaijan Grand Prix 2018 in pictures Friday Practice Max Verstappen is optimistic Getty

According to filings with the World Intellectual Property Organization (WIPO), F1’s branding department Formula One Licensing was granted a trademark registration to the word ‘Shoey’ on 24 August 2017. It has been registered in 25 countries including the United States, Germany, Italy, France and the United Kingdom where it came into force on 4 January this year.

The registration is only for one category but it’s a crucial one as it covers flasks, glasses, bottles, mugs, sculptures and figurines. So expect to see shoe-shaped beer steins and drinking trophies on sale over the coming months.

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It would fit with F1’s drive to boost its merchandise range and appeal to a younger audience. It is being spearheaded by the sport’s new owner Liberty Media which bought F1 for £5.8bn in January last year. Since then it has attempted to rev up F1’s image by rebranding it and giving it more razzmatazz, most memorably by hiring boxing announcer Michael Buffer to introduce the names of the drivers at last year’s US Grand Prix.

Getting the rights to the ‘Shoey’ hasn’t been an easy ride as the filings reveal that F1 also applied for a trademark to the word in the category which covers clothing. However, this was later cancelled due to an earlier registration for the word in the same category by Australian Korinne Harrington, a relative of the duo who coined the phrase.

The Shoey has been a popular celebration in Australia for around 15 years thanks to surfing and fishing brand, The Mad Hueys. Dean and Shaun Harrington, known as the face of this brand, have been quoted saying they drunk Shoeys as early as 2002. As The Mad Hueys accelerated in popularity more personalities got in on the act with Ricciardo being one of the latest.

Ricciardo managed to get Sir Patrick Stewart to celebrate with a 'Shoey' (Getty)

Gerald Butler also joined the 'Shoey' club last season (Getty)

One of the first racers who drank from a shoe was Supercar rider David Reynolds when he won the first non-endurance race of his career in 2015. It got a boost in exposure the following year when Australian MotoGP rider Jack Miller celebrated his first premier class victory by drinking champagne out of his shoe at the Dutch circuit of Assen.

Australian MotoGP rider Jack Miller also celebrated his maiden victory with a 'Shoey' (Getty)