Cold Palmer™: Why Owning Your Name is the Smartest Play of All

Learn why owning your name early, like Cole Palmer, is the smartest play for athletes in today's creator-driven era.

Cole Palmer is reportedly trademarking himself, locking in Cold Palmer™ across nine major categories, from clothing to cars and cosmetics.

Palmer’s decision is part of a broader, and much smarter, cultural shift—one where athletes are treating their personal brand like a business from day one.

For modern players, the game is just the starting point. Their name, their celebration, even their quirks can become assets that stretch far beyond the 90 minutes. Palmer isn’t the first to realise this, but he might be one of the first Gen Z athletes to truly embody it.

So why does trademarking matter? And what can we learn from a footballer whose penalty conversion rate isn’t the only thing that’s perfect?